激励广告规训了谁？一项数字时代广告劳动的控制研究

• 作者： 李黎 ¹ 雷蕾 ²
• 作者单位：
  1.  中国人民大学新闻学院

  2.  中央民族大学新闻与传播学院-新闻与传播学院
• 发布时间：2025-04-18

摘要: 随着我国乃至世界范围内产业结构的剧烈调整、新冠疫情的大范围冲击与新自由主义意识形态的高歌猛进，数字经济迅速勃兴，数字劳动无远弗届。斯麦兹对意识产业及广告的分析打开了数字劳动的向度，而广告作为劳动对象的视角却成为今天数字劳动研究与广告管理研究的“双盲点”。本文从斯麦兹劳动思想再出发理解数字时代的广告劳动，通过考察当前移动媒体中用户与广告的交互形式，提出广告劳动参与的两种模式。广告劳工身陷“算法牢笼”、“人情巨债”、“生产压力”的控制之中，同时二律背反的广告劳动还让劳动者面临身体、情感、社会身份多维度的异化。当平台广告呈现出了数字联结、关照弱势与命运自主的道德说辞，背后实际上是更深层的软性控制，而广告劳工薄利、变动与重复的劳动境遇仍得不到改善。不被看到的广告业底层实践者，将如何在社会劳动结构中自洽，仍有待更多的关照。

Abstract: With the drastic adjustment of industrial structure in China and the world, the widespread impact of the three-year pandemic and the advancement of neoliberal ideology, the digital economy is rapidly booming and digital labour is far-flung. Smyth's analysis of the consciousness industry and advertising has opened up the direction of digital labour, while the perspective of advertising as an object of labour has become a "double blind spot" in today's research on digital labour and advertising management. In this paper, we understand advertising labour in the digital era from the perspective of Smyth's labour idea, and put forward two modes of advertising labour participation by examining the interaction between users and advertisements in the current mobile media. Advertising labour is trapped in the control and exploitation of "algorithmic cage", "huge human debt", and "production pressure", and at the same time, the dichotomy of advertising labour also exposes the workers to the multi-dimensional alienation of their bodies, emotions, and social identities. At the same time, the dichotomy of advertising labour also exposes workers to physical, emotional, and multi-dimensional alienation of their social identities. While platform advertising presents a moral narrative of digital connection, care for the vulnerable and autonomy of destiny, behind the scenes there is actually a deeper layer of soft control, and the thin, shifting and repetitive labour environment of advertising labourers remains unimproved. As ad labour has become more intense, it has been profoundly counterproductive for both platforms and the ad ecosystem. In the future, the advertising industry can seek improvements towards healthy and original forms of creativity and content improvement, user autonomy with sovereignty over the people, and feedback mechanisms and data validation to ensure rights and interests.It is worth considering whether it is really a form of "critical justice" when similar digital labour continues to care for the disadvantaged, making them miserable and heterogeneous. How the unseen practitioners at the bottom of the advertising industry will be able to make their own way in the social structure of labour still needs more attention.

• 来自： 李黎
• 分类： 新闻传播学
• 稿件状态： 已投稿期刊
• 引用： PSSXiv:202504.02257 (或此版本 PSSXiv:202504.02257V1)
  DOI:10.12451/202504.02257
  CSTR:32012.36.PSSXiv.202504.02257
• 推荐引用方式： 李黎,雷蕾.激励广告规训了谁？一项数字时代广告劳动的控制研究.哲学社会科学预印本平台:https://zsyyb.cn/abs/202504.02257.[PSSXiv:202504.02257V1] (点此复制)