Research on the Practical Dilemma and Countermeasures of Farmers’ Subjective Alienation in the Development of Rural Live-Streaming E-Commerce

在数字经济浪潮与政策的推动下，农村直播电商蓬勃发展，成为农村经济增长和农民增收的新引擎。然而，农民主体性异化问题逐渐暴露。研究表明，农民角色定位模糊、直播技能与知识不足、利益分配不均。这一现象源于农民自身素质、政府政策与培训、电商平台及机构的逐利行为和农村传统观念等因素。对此，应完善法律法规与权益保护机制，开展针对性培训并提供多元学习支持，推动平台优化运营、缩短供应链，实现利益合理分配。未来，新兴技术将为农村直播电商带来机遇，产业融合成为趋势，需各方共同努力，推动农村经济发展和乡村振兴。Driven by the wave of digital economy and policies, rural live-streaming e-commerce is booming, becoming a new engine for rural economic growth and farmers’ income increase. However, the alienation of farmers’ subjectivity has gradually been exposed. The research shows that the role of farmers is ambiguous, the live-streaming skills and knowledge are insufficient, and the benefits are unevenly distributed. This phenomenon stems from factors such as farmers’ own quality, government policies and training, profit-seeking behavior of e-commerce platforms and institutions, and traditional rural concepts. In this regard, it is necessary to improve laws and regulations and rights protection mechanisms, carry out targeted training and provide diversified learning support, promote the optimization of platform operations, shorten the supply chain, and achieve reasonable distribution of benefits. In the future, emerging technologies will bring opportunities to rural live streaming e-commerce, and industrial integration will become a trend, requiring the joint efforts of all parties to promote rural economic development and rural revitalization.