华侨大学学报（哲学社会科学版）Issue(2)：145-155,11.
策略性生存:抖音草根电商主播的情绪劳动及其功利性困境
Strategic Survival:Emotional Labor and the Instrumental Dilemma of Grassroots E-commerce Streamers on Douyin
摘要
Abstract
The rise of the digital platform economy has brought increasing scholarly attention to e-com-merce livestreamers and their labor conditions.Focusing on grassroots e-commerce streamers on the Douyin platform,this study employs participatory observation and in-depth interviews to examine their lived labor experiences and strategic practices within platformized work environments.The findings indi-cate that streamers'emotional labor is deeply embedded in data-driven algorithmic logic,exhibiting characteristics of heightened mechanization,continuity,temporal and spatial extensibility,and structural distortion.Under intensified traffic surveillance and performance-based evaluation,grassroots streamers develop a set of survival strategies—including scenario enactment,rhythm regulation,and discursive ad-justment—through which they exercise a form of agency under conditions of compromise.However,these strategic innovations are rapidly absorbed and standardized by the platform,ultimately reinforcing existing mechanisms of control.By delineating the labor process of grassroots e-commerce streamers,this study seeks to contribute to ongoing debates on emotional labor by illustrating its transformation and limits with-in digital platform contexts.关键词
电商直播/草根电商主播/情绪劳动/策略性实践/主体性Key words
e-commerce livestreaming/grassroots e-commerce streamers/emotional labor/strategic practices/subjectivity分类
社会科学引用本文复制引用
孙祎妮,王鹏,高建民..策略性生存:抖音草根电商主播的情绪劳动及其功利性困境[J].华侨大学学报（哲学社会科学版）,2026,(2):145-155,11.基金项目
国家社会科学基金青年项目(21CWX029) （21CWX029）
