The Logic of Alienation in Digital Capitalism and Its Implications for Reality

在数字资本主义与平台经济蓬勃发展的时代背景下，传统劳动组织模式、价值创造机制正被平台化、算法化与数据化全面改写。本文以马克思异化理论为核心框架，系统剖析数字资本主义中异化逻辑的新形态及其深层影响。研究发现，劳动过程中，算法调度、数据所有权转移及平台规则内化形成新型控制链条，使劳动者陷入“算法引导”与“平台规则内化”的困境，劳动自主性被持续消解；消费领域内，数字消费主义通过制造虚假需求，将消费者异化为资本增殖的工具；在人际交往与自我认知层面，虚拟社交的表面繁荣加剧人际关系的工具化倾向，个体在数字身份与现实自我的撕裂中面临认同危机。尽管数字技术营造出“灵活自由”的假象，实则构建起更为隐蔽的市场机制体系，实现对劳动者、消费者及个体生活的多重异化。本文认为，解构数字资本主义全维度的异化逻辑，不仅是破解当代劳动与生存困境的理论钥匙，更是推动马克思主义理论在数字时代创新发展、重构人的主体性与社会公平秩序的重要前提。 In the context of the rapid development of digital capitalism and the platform economy, traditional labor organization models and value creation mechanisms are being comprehensively rewritten through platformization, algorithmization, and datafication. This paper takes Marx’s theory of alienation as its core framework to systematically analyze the new forms of alienation logic in digital capitalism and their profound impacts. The study finds that during the labor process, algorithmic scheduling, the transfer of data ownership, and the internalization of platform rules form a new chain of control, trapping workers in a dilemma of “pseudo-freedom” and “self-discipline”, with their labor autonomy continuously eroded; in the consumer sphere, digital consumerism creates false demand, alienating consumers into tools for capital accumulation; and in interpersonal relationships and self-perception, the superficial prosperity of virtual socializing exacerbates the instrumentalization of interpersonal relationships, leaving individuals facing an identity crisis amid the rupture between their digital identities and their real selves. Although digital technology creates the illusion of “flexible freedom,” it actually constructs a more covert system of capital control, achieving multiple forms of alienation of workers, consumers, and individual lives. This paper argues that deconstructing the alienation logic of digital capitalism across all dimensions is not only the theoretical key to resolving contemporary labor and survival dilemmas but also a prerequisite for advancing the innovative development of Marxist theory in the digital age and reconstructing human subjectivity and social fairness.