Research on the Alienation of Online Live Streaming from the Perspective of Alienation Theory

数字经济时代，网络直播为人们带来了全新的娱乐方式、消费体验和信息传播渠道，但网络直播的异化问题日益凸显。从异化理论的视角出发，网络直播异化表现为网络直播对主播的异化、网络直播对平台的异化以及网络直播对受众，其根源主要在于资本逐利本质的主导作用、推荐算法技术的操控影响以及消费主义文化的催化推动。在此基础上，提出消解网络直播异化问题的现实路径。In the era of digital economy, online live streaming has brought people a brand new way of entertainment, consumption experience, and information dissemination channels. However, the alienation issue of online live streaming has become increasingly prominent. From the perspective of alienation theory, the alienation of online live streaming manifests as the alienation of the live streaming subject, the alienation of live streaming interaction, and the alienation of live streaming audience. Its root causes mainly lie in the profit-driven nature of capital logic, the technological domination of recommendation algorithms, and the promotion of consumerism. On this basis, this paper proposes practical paths to resolve the alienation issue of online live streaming.