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| October 2025 |
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74 |
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| 研究論文Research Articles |
| 平台就業與家庭平衡的迷思：性別視角下母嬰博主的創意勞動研究 |
| Debunking the Myth of Balancing Employment and Family on Platforms: A Gender Analysis of Creative Labor among Maternal and Child-rearing Bloggers |
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(85)
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| 作者 |
尚丹蕊、李華君 |
| Author |
Danrui SHANG, Huajun LI |
| 關鍵詞 |
平台經濟、創意勞動、性別視角、馬克思女性主義 |
| Keywords |
platform economy, creative labor, gender perspectives, Marxist feminism |
| 摘要 |
本研究以性別視角為切入點，結合馬克思女性主義對家務勞動的政治經濟學批判，探尋「母嬰博主」這一勞動型態興起背後的複雜動因，關注其在家庭內部的生產如何服務於資本主義生產方式，以及父權資本主義在這一過程如何借助媒介技術維持和再生產現存的性別不平等秩序。研究通過文本分析、深度訪談等方法，發現資本以三種方式將家庭和再生產勞動改造為一個商業化領域獲取收益，（1）通過對母嬰博主數字生產資料的剝奪，和佔用使家庭淪為生產商品的「社會工廠」；（2）借助家務勞動的審美化，鞏固了性別勞動分工的刻板印象，並進一步形塑和控制母嬰博主的生產過程；（3）利用「以愛為名」的意識形態遮蔽女性在生產勞動的價值，固化和再生產性別分工不平等。母嬰博主在資本、勞動、性別和媒介技術相互交織中承受著雙重剝削和壓迫。與此同時，國家－市場－傳統話語的碰撞，伴隨著母嬰博主勞動過程滲透入家庭領域，作用於其性別主體建構。本研究在宏觀上有系統地剖析了母嬰博主在再生產勞動背後，其資本主義勞動力的市場需要、國家福利和外部社會支持紐帶等因素。 |
| Abstract |
Integrating the critical perspective of Marxist feminism, this study explores the domestic labor of “child-rearing bloggers,” in which household reproduction becomes part of capitalist production that maintains and reproduces existing gender inequality. Through textual analysis and in-depth interviews, it is found that there are three ways in which capital transforms domestic and reproductive labor into a commercialized field for profit: (1) by exploiting and appropriating the digital production data of child-rearing bloggers, the family is reduced to a “social factory” for the production of commodities; (2) the aestheticization of domestic labor serves to reinforce gender stereotypes related to the division of labor, subsequently exerting influence over and regulating the production processes of child-rearing bloggers; (3) by utilizing the ideology of “in the name of love” to mask the significance of female reproductive labor and perpetuate the gendered division of labor, this process ultimately reinforces and perpetuates gender inequality. Child-rearing bloggers are subjected to double exploitation and inequality in the interweaving of capital, labor, gender, and media technology. At the same time, the collision of state-market-conventional discourses shapes the labor process of child-rearing bloggers and penetrates into the domestic sphere, which contributes to the construction of their gender subjectivity. This study systematically analyzes the structural factors that shape the reproductive labor of child-rearing bloggers, such as capitalist labor market demands, state welfare, and external social support bonds.
本文引用格式：
尚丹蕊、李華君（2025）。〈平台就業與家庭平衡的迷思：性別視角下母嬰博主的創意勞動研究〉。《傳播與社會學刊》，第74 期，頁103–132。
Citation of This Article:
Shang, D., & Li, H. (2025). Debunking the myth of balancing employment and family on platforms: A gender analysis of creative labor among maternal and child-rearing bloggers. Communication and Society, 74, 103–132. |
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