Multidimensional Characterization and Guiding Strategies of College Students’ Consumption Alienation under the Internet Celebrity Live Streaming Economy

随着直播经济的爆发式增长，大学生群体逐渐成为网红直播消费的主力军。网红直播经济下大学生消费异化现象呈现出符号价值僭越使用价值、社群裹挟消解个体自主性、即时快感压制理性决策三重特征。在治理大学生消费异化过程中应避免简单化的“技术污名化”，而应着眼于构建“社会–高校–家庭–个人”协同治理生态，在规范大学生网络消费行为的同时，培养具有批判性思维和理性消费能力的新时代青年。With the explosive growth of the live streaming economy, college students have gradually become the main force of Internet celebrity live streaming consumption. The phenomenon of consumption alienation among college students in the context of Internet celebrity live streaming economy presents three characteristics: symbolic value usurping use value, community coercion dissolving individual autonomy, and immediate pleasure suppressing rational decision-making. In the process of managing the alienation of college students’ consumption, we should avoid the simplistic “technological stigmatization” and focus on building a collaborative governance ecology of “society-university-family-individual”. While regulating college students’ online consumption behavior, we should cultivate new era youth with critical thinking and rational consumption ability.