返乡劳动者的视听创意经济与劳动数字化转型——基于抖音的描述性分析  

The Audio-Visual Creative Economy and Labor Digital Transformation of Returning Workers--A Descriptive Analysis Based On TikTok

作　　者：郭伟欣 邓诩嘉 GUO Weixin;DENG Xujia(School of Culture and Tourism,Guangdong Nanhua Vocational College of Industry And Commerce,Guangzhou,Guangdong 510000;School of Digital Media,Software Engineering Institute of Guangzhou,Guangzhou,Guangdong 510990)

机构地区：[1]广东南华工商职业学院文化旅游学院,广东广州510000 [2]广州软件学院数字传媒学院,广东广州510990

出　　处：《工会理论研究》2025年第1期37-50,共14页Labour Union Studies

基　　金：广东省教育厅2022年课题“乡村振兴背景下服务于新型职业农民培养目标的康养旅游课程开发策略研究——以粤港澳大湾区为例”(项目编号:JXJYGC2022G X457);广东省职业院校继续教育与职业培训工作指导委员会2022年课题“乡村振兴背景下服务于新型职业农民培养目标的康养旅游课程开发策略研究——以粤北地区为例”(项目编号:2022Y J Z W030);广东省职业院校教学管理工作指导委员会2022年教育教学改革课题“旅游管理专业产教融合项目化课程体系建设策略研究——以粤港澳大湾区高职院校为中心”(项目编号:YJXGLW2022Y15)的阶段性研究成果。

摘　　要：随着技术、资本、政策和创意要素向乡村流动,返乡劳动者参与数字经济的规模变大、形式更加灵活,乡村创意经济因而兴起。活跃在抖音等数字平台上的返乡劳动者们,打造了美丽乡村、快乐乡村和文化乡村三类视听产品,并探索出快速复制的账号增殖方式、专业化的MCN运营机构运作手段以及依托于兴趣电商的流量变现路径。从劳动的角度来审视返乡劳动者的视听创意经济,可以总结出四个转型意义:从产消分离到产消合一,重构了劳动的主体属性;从离乡务工到返乡就业,弱化了劳动的时空限制;从固定依附到泛雇佣化,扩大了劳动的关系弹性;从体力劳作到脑力创意,实现了劳动的减负增效。这些劳动要素的积极变化,寓于乡村经济的数字化、创意化转型之中,是乡村振兴事业取得内涵性进步的表现。With the flow of technology,capital,policy and creative elements to the countryside,the scale of returning workers’participation in the digital economy has become larger and more flexible,and the rural creative economy has emerged.The returning workers who are active in digital platforms such as TikTok have created three types of audiovisual products:beautiful countryside,happy countryside and cultural countryside.They have explored the methods of rapid replication of account multiplication,professional MCN operating institutions and traffic realization paths based on interest e-commerce.From the perspective of labor,we can summarize four meanings of transformation:From the separation of production and consumption to the integration of production and consumption,the subjective attributes of labor have been reconstructed;From working away from the village to returning to the village for employment,the temporal and spatial limitations of labor have been weakened;From fixed dependence to pan-employment,the elasticity of the relationship of labor has been enlarged;From physical labor to mental creativity,the burden of labor is reduced and the efficiency is increased.These positive changes in the labor factors are embodied in the digital and creative transformation of the rural economy,which is the manifestation of the connotation progress made in the cause of rural revitalization.

关 键 词：数字创意经济 新型劳动者 抖音 “新农人计划” 

分 类 号：F49[经济管理—产业经济]