%0 Journal Article
%T 马克思交往理论视域下的网络直播行为分析
Analysis of Online Live Streaming Behavior from the Perspective of Marx’s Communication Theory
%A 王璐
%J E-Commerce Letters
%P 280-287
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.141036
%X 随着信息技术的不断进步，社会的生产和生活方式发生了翻天覆地的变化。网络媒体的创新和发展为各种交际方式注入了更加多样化和丰富的元素。在马克思交往理论的视域下对网络直播行为进行分析，从马克思交往理论的概念和特性出发，探究马克思交往理论与网络直播行为的关系。对网络直播的过程中出现了物质化、功利化、假象化、互异化等现象，依据马克思劳动理论和交往异化思想对网络直播下的交往异化所阐释的现象进行分析，得出引起上述交往异化的原因是平台资本的驱使、数字技术的加持和不良思想的入侵。改善网络直播下的交往异化现象需要完善直播行业的治理体系，提高大众的媒介素养，改善直播内容，加强主流思想的指引，营造一个风清气正的网络直播环境。
With the continuous progress of information technology, the production and lifestyle of society have undergone earth shaking changes. The innovation and development of online media have injected more diverse and rich elements into various communication methods. Analyzing live streaming behavior from the perspective of Marx’s theory of communication starts with the concepts and characteristics of Marx’s theory of communication to explore the relationship between Marx’s theory of communication and live streaming behavior. The phenomenon of materialization, utilitarianism, illusion, and mutual alienation in the process of online live streaming is analyzed based on Marx’s labor theory and communication alienation thought. It is concluded that the reasons for the above communication alienation are the drive of platform capital, the blessing of digital technology, and the invasion of negative ideas. Improving the phenomenon of communication alienation in online live streaming requires improving the governance system of the live streaming industry, enhancing the media literacy of the public, improving live streaming content, strengthening the guidance of mainstream thinking, and creating a clean and upright online live streaming environment.
%K 马克思交往理论，
%K 网络直播，
%K 交往异化，
%K 数字资本
Marx’
%K s Theory of Communication
%K Online Live Streaming
%K Alienation of Communication
%K Digital Capital
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=104328