数字劳动、礼物交换与网络消费——中国网络直播经济研究反思  

Digital Labor,Gift Exchange and Online Consumption:Reflections on Chinese Live Streaming Economy Research

作　　者：郑宇[1] 杨素 ZHENG Yu;YANG Su(Southwest Frontier Ethnic Research Centre,Yunnan University,Kunming 650091,China)

机构地区：[1]云南大学西南边疆少数民族研究中心,云南昆明650091

出　　处：《北方民族大学学报（哲学社会科学版）》2022年第6期93-101,共9页Journal of North Minzu University(Philosophy and Social Science)

基　　金：2020年度云南省哲学社会科学创新团队科研项目“云南参与‘双循环’新格局构建对策研究”;云南大学研究生科研创新基金项目“云南勐海镇少数民族茶商的直播民族志研究”(2021Y017)。

摘　　要：近年来,中国学者主要围绕网络直播的文化形态、亲密关系、情感劳动、直播主体、带货营销等主题展开讨论。从经济视角出发,网络直播的研究囊括了生产、分配、交换、消费等重要环节,并且聚焦数字劳动的生产与分配、互动交往中的礼物交换、网络营销与消费促进中的社会关联三大方面。对网络直播经济的研究取得了显著成效,但仍然有待于通过不同学科理论之间的相互借鉴,尤其是在注重实证数据和民族志案例的基础上进一步提升该领域理论分析的水平。In recent years,Chinese scholars have mainly focused on the cultural forms,intimate relationships,emotional labour,live streaming subjects,merchandising and other topics.From an economic perspective,the study of live streaming covers the important links of production,distribution,exchange,consumption and others,specifically it focuses on three aspects:the production and distribution of webcast digital labour,gift exchange in interaction,and social relevance in consumption promotion.The research on the network live streaming economy has achieved remarkable results,but it still needs to learn from each other through the theoretical methods of different disciplines.In particular,on the basis of paying attention to empirical data and ethnographic cases to further the depth of the economic theory analysis of live streaming.

关 键 词：直播经济 数字劳动 礼物交换 网络消费 民族志 

分 类 号：C97[经济管理—劳动经济]