策略性生存:抖音草根电商主播的情绪劳动及其功利性困境OACHSSCD

The rise of the digital platform economy has brought increasing scholarly attention to e-com-merce livestreamers and their labor conditions.Focusing on grassroots e-commerce streamers on the Douyin platform,this study employs participatory observation and in-depth interviews to examine their lived labor experiences and strategic practices within platformized work environments.The findings indi-cate that streamers'emotional labor is deeply embedded in data-driven algorithmic logic,exhibiting characteristics of heightened mechanization,continuity,temporal and spatial extensibility,and structural distortion.Under intensified traffic surveillance and performance-based evaluation,grassroots streamers develop a set of survival strategies—including scenario enactment,rhythm regulation,and discursive ad-justment—through which they exercise a form of agency under conditions of compromise.However,these strategic innovations are rapidly absorbed and standardized by the platform,ultimately reinforcing existing mechanisms of control.By delineating the labor process of grassroots e-commerce streamers,this study seeks to contribute to ongoing debates on emotional labor by illustrating its transformation and limits with-in digital platform contexts.