电商直播将电子商务融入直播形式,通过精准推送、情感营销、数据引流等方式提升消费者的购物体验与效率,加快实现商业变现,也进一步推动数字化的劳动形式和生产关系。从马克思主义异化批判的视角来看,电商直播在数字资本的驱动下,逐渐走向人的对立面,导致主体异化的生存状态和生存境遇,主要表现为电商直播“精准推送”下的自我异化、电商直播间“情感营销”的物化关系、电商直播平台“流量至上”机制下的隐秘剥削。从完善相关法律规范推动电商直播平台发展、以主流价值观引领电商直播间生态建设、加强教育引导培养健康消费观念入手探究消解异化的路径,推动电商直播的健康发展。E-commerce live broadcasting integrates e-commerce into the form of live broadcasting, improves the shopping experience and efficiency of consumers through precise pushing, emotional marketing, data diversion, etc., accelerates the realization of commercial cash, and further promotes digital forms of labour and production relations. From the perspective of the Marxist critique of alienation, e-commerce live broadcasting, driven by digital capital, is gradually moving towards the antithesis of human beings, leading to the subject’s alienated state of existence and survival, mainly manifested in the alienation of the subject under the precise push of e-commerce live broadcasting, the alienation of the interaction of the emotional marketing of e-commerce live broadcasting, and the alienation of the labour under the mechanism of the e-commerce platform on top of the flow of traffic. In light of the alienation phenomenon associated with e-commerce live broadcasting, it is imperative to enhance the pertinent legal norms to facilitate the advancement of e-commerce live broad-casting platforms, steer the e-commerce live broadcasting ecosystem in accordance with main-stream values, and reinforce the education and guidance to foster a robu
