Research On Free Digital Labor For Users Of Douyin Short Platform

In the digital era,value production and capital appreciation have attracted special attention in the academic field.A group of scholars borrowed the perspective of Marxist political economy to start the research on labor issues in the digital era.Based on the framework of political economics,this paper analyzes the user behavior of DOUYIN short video platform from the perspective of "free digital labor",and analyzes the motivation of users' "free labor" and the operational logic of the media platform.Through theoretical analysis and summary,the reasons for the users' unpaid digital labor are generally in three aspects: Entertainment motivation,self expression motivation and social capital acquisition.This paper focuses on investigating whether the user behavior and the three factors have direct relationship with the DOUYIN and the extent to which they influence each other.DOUYIN video users were selected as the subjects of the survey.The users' behavior and motivation were investigated.Questionnaires and online interviews were used to understand users' usage behavior and user's psychology and feeling.Finally,based on the results of the questionnaire,the data were descriptive analyzed,and spss24.0 was used for reliability,validity,correlation and regression analysis.On this basis,we try to present users' motivation and platform for DOUYIN short video platform,and the capital exploitation logic of the capital side.The study holds that there is an "unfair" phenomenon between users and DOUYIN platform,that is,platform mining value from users is free for commercial liquidation and capital appreciation.Although the user's media use behavior based on personal motivation brings different degree of satisfaction to the user,the user needs to pay a price behind such satisfaction,such as the occupation of personal non leisure time,the ownership of short videos or content copyrights created by the platform,becoming a commodity in the media capital market,and the lack of independent thinking ability under the representation of participation and empowerment;for the media platform,the user needs to pay a price,users and their related data can not only accelerate capital appreciation and accumulation,but also form a long-term "employment labor" relationship with users,so that users can contribute digital products for free.With the continuous influx of capital,the field of short video will continue to increase the development and utilization of user resources and user value.The current situation of user survival in thenew media era is not optimistic.Therefore,the following suggestions are put forward from the perspective of users: on the one hand,users should improve their media literacy.Reasonably use short video and other social APP,protect personal data and information,and occupy personal digital labor products;on the other hand,actively participate in the network world constructed by media capital,express themselves,participate in social discussions,and maintain the ability of rational thinking,so as to transform "exploited" into the overall development of individuals.At the same time,academic circles actively carry out research on digital labor related issues,and finally strengthen the relevant network management and legislation to create a good network ecological environment for users.