Abstract:

From the perspective of mediated theory and labor process theory， this study

discusses how to develop the labor control and subject strategy in the process of mediated labor of

Xiaohongshu book blogger. Through online observation and in-depth interviews， this study found

that the motivation of book bloggers is interest， while the motivation of continuous labor comes from

the imaginative games created around books. The Internet platform realizes the labor control of

book bloggers through the assimilation mechanism， but the power of book bloggers to accept

the assimilation mechanism stems from the pursuit of visibility and circle aggregation under the

inflfluence of mediated technology. In the face of assimilation discipline and labor control network，

the subjectivity strategy of book bloggers is dynamic and diverse， showing four different “attitude

behavior” models of identity-participation， identity-withdrawal， non-identity-participation and non

identity-withdrawal as a whole， and implementing four differentiated subjectivity strategies of

desire upgrading， desire degradation， emotional compensation and individual disembedding.

Key words:

Book blogger Mediated labor Labor process Subject strategy

CLC Number: 

• G235