作为社会基础的家庭本位:破解数字时代乡村直播的治理难题  

Family-centered Approach as Social Foundation:Solving Governance Challenges in Rural Livestreaming in the Digital Age

作　　者：沙垚 李倩[1] Yao Sha;Qian Li(School of Journalism and Communication,University of the Chinese Academy of Social Sciences;Institute of Journalism and Communication of the Chinese Academy of Social Sciences)

机构地区：[1]中国社会科学院大学新闻传播学院 [2]中国社会科学院新闻与传播研究所

出　　处：《全球传媒学刊》2024年第6期19-31,共13页Global Journal of Media Studies

基　　金：中国社会科学院国情调研2024年度重大经济社会调查项目“中国网络民意和舆情指数调查(2024-2026)”(项目编号:2024ZDDC006)的阶段性研究成果

摘　　要：近年来,乡村直播兴起,在带来数字红利的同时,也加强了资本对乡村的剥夺,催生了新的社会矛盾。破解这一治理困境的前提在于正确理解数字劳动及其社会基础。可以制衡平台资本主义的不是个体主体性,而是基于社会主义制度和乡土社会传统的集体主体性。数字时代乡村电商直播的社会基础仍然是家庭本位。以家庭为基础的乡土社会并非与平台资本处于某种“压迫—反抗”的治理结构中,相反,两者是一种辩证统一的关系,在动态博弈中建设性地形塑了彼此,也形塑了乡村数字化发展的基本存在。In recent years,the rise of rural livestreaming has brought digital dividends to rural areas,yet it has also intensified the extraction of capital from these communities,giving rise to new social tensions.Addressing these governance challenges requires a clear understanding of digital labor and its social foundations.What can counterbalance platform capitalism is not individual agency but rather a collective agency rooted in socialist principles and traditional rural society.The social foundation of rural e-commerce livestreaming in the digital age remains familycentered.The family-based rural society does not exist in a strict“oppressionresistance”dynamic with platform capitalism.Instead,their relationship is one of dialectical unity,where each constructively shapes the other in a process of dynamic negotiation.This interdependence forms the basis for rural digital development,fostering a unique coexistence that integrates traditional social structures with digital economic forces.

关 键 词：家庭本位 数字劳动 集体主体性 电商直播 乡村治理 

分 类 号：G63[文化科学—教育学]