Research on the Laboring of Heads of Community Group Buying in the Post-Epidemic Era
DOI:
https://doi.org/10.54691/bcpbm.v25i.1767Keywords:
Community Group Buying, Head, Digital Labor, Platform LaborAbstract
With the rise of the otaku economy and WeChat mini-programs in the post-epidemic era, community group buying has entered a new stage. Many Internet companies have spared no efforts to invest in developing community group buying in an attempt to seize market traffic. When participating in community group buying, the head of the group purchase is gradually employed by enterprises. By virtue of the research methods including cyber-ethnography and in-depth interviews, this paper explores the operation mode of group buying platform and the employed status of the head of group buying in some communities of Xi’an, Shaanxi Province. On the one hand, the platform controls the labor of the heads through a hidden operation mechanism; On the other hand, the heads as the employees carry out emotional labor in different stages of labor while being involved in capital production. Meanwhile, they also present a struggle against platform operation and algorithm mechanisms.
Downloads
References
Schramm, W. (1990). Mass media and national development. Trans. Jin, Yanning. Beijing: Huaxia Publishing House, 41-44.
Wu, D. M. (2017). Laborization of network audience: Research on the industrial status of network audience from the perspective of political economy of communication. Chinese Journal of Journalism & Communication, 39(06), 124-137. doi:10.13495/j.cnki.cjjc.2017.06.007.
Yao, J. H. & Xu, S. X. (2019). Global digital labor studies and the Chinese context: A critical review. Journal of Social Science of Hunan Normal University, 48(05), 141-149. doi:10.19503/j.cnki.1000-2529.2019.05.017.
Cao, J. & Cao, M. (2017). Analysis of the rhetoric of “News Workers" from the perspective of politics and economics. Contemporary Communication, (06), 32-36.
Wu, D. M. (2015). Reflection on political economy of communication of “citizen journalists” from the perspective of “digital labors” theory. Journalism and Mass Communication Monthly, (23), 4-9. doi:10.15897/j.cnki.cn51-1046/g2.2015.23.001.
Mulcahy, D. (2017). The gig economy. Trans. Chen, Guifang. Beijing: CITIC Press Corporation.
Cai, R. F. (2018). Monopoly and exploitation logic of platform capitalism－On the platformization of game industry and the laborization of players. Journalism and Mass Communication Monthly, (02), 73-81. doi:10.15897/j.cnki.cn51-1046/g2.2018.02.009.
Mosco, V. (2013). Political economy of communication. Trans. Hu, Chunyang. Shanghai: Shanghai Translation Publishing House.
Huang, X. (2019). Analysis of community group buying mode based on mobile platform. Modern Management Review, (01), 99.
Zhang, W. (2019). Research on the operation mode of community group buying under the trend of new retail. Business & Economy, (11), 66-88. doi:10.19905/j.cnki.syjj1982.2019.11.023.
Wu, X. (2019). Analysis of market competitiveness of community group buying mode under new retail competition. China Economic & Trade Herald, (07), 80-82.
Li, Q. S. (2020). Research on sustainable marketing mode of community group buying based on “new 4C rule.” Journal of Jinan Vocational College, (05), 97-99, 102.
Le, Y. et al. (2022, May 9). Ill-heated heads of group buying earn 10,000 yuan a day? How long can the group buying boom in Shanghai last? First Financial Daily, A07. doi:10.28207/n.cnki.ndycj.2022.001676.
Yan, D. C. & Li, F. (2021). Creation of regular customers: Intention of online emotional marketing in the era of social media－A case of the “head” of community group purchase. Modern Communication (Journal of Communication University of China), 43(07): 129-134.
Wang, Y. J. (2021). Research on digital labor of Chinese cyber literature writer in terms of the political economy perspective. Jinan: Master Thesis of Shandong University. doi:10.27272/d.cnki.gshdu.2021. 004850.
Liu, Z. W. & Li, A. A. (2021). Independence and compromise: “Manufacturing consent” in the labor of platform media content creators. Shanghai Journalism Review, (08), 61-72. doi:10.16057/j.cnki.31-1171/g2.2021.08.007.
Feng, R. (2019). The labor: An anthropological investigation of documentary freelancers. Modern Communication (Journal of Communication University of China), 41 (11), 117-121.
Li, Y. (2021). On digital capitalist society: Analysis based on Marx’s labor theory of value. Jilin: Doctoral Thesis of Jilin University. doi:10.27162/d.cnki.gjlin.2021.000583.
Liu, Z. W., Liu, M. Z. & Li, A. A. From “rush game” to “boss game”: A study of labor control over freelance writers on Internet platform. Journalism & Communication, 29(01), 66-85, 127.
Xiong, H. (2009). On the components the individual’s social capital. Journal of Hubei Polytechnic University(Humanities and Social Sciences), 26(02), 60-63.
Lin, Y. & Wu, D. M. (2017). The absorption and labor of netizens’ emotion: On the formation and exploitation of “emotional labor” in Internet industry. Modern Communication (Journal of Communication University of China), 39(06), 21-25.
Horchschild, A. R. (2020). The managed heart commercialization of human feeling. Trans. Cheng, Boqing., Dan, Weijun. & Wang, J. P. Shanghai: Joint Publishing, 28.
Yan, D. C. & Li, F. (2021). Creation of regular customers: Intention of online emotional marketing in the era of social media－A case of the “head” of community group purchase. Modern Communication (Journal of Communication University of China), 43(07): 129-134.
Yu, X. Y. & He, T. P. (2022). “Paid Companionship”: An exploration of the performance strategies of games escorts under the threshold of affective labors. Journalism Evolution, (03), 45-52.
Sun, P. (2019). Digital labor under “algorithm logic”: A study of takeaway food delivery staff under platform economy. Thinking, 45(06), 50-57.
Downloads
Published
Issue
Section
How to Cite
