Abstract：Live streaming sales is a new form of platform labor. As a new form of webcasting to promote the resumption of work and production, poverty alleviation and agriculture subsidies, and consumption stimulation under the COVID-19, live streaming sales of officials refers to a new network marketing model in which officials use live streaming technology to communicate with consumers while displaying and selling products on the Internet platform. Under the government's credit endorsement, consumers trust official when they live stream in terms of their personality, system and data, which is the basis for their effective livestream sales. The real in-depth interaction between officials and consumers during their live stream is an important process of their promotion. Digital management based on data and network traffic has become an important management strategy. On the one hand, live streaming officials create a cyberspace with sufficient and reliable information through emotional labor and performance labor; on the other hand, live streaming platforms build an economically driven intimacy through technical configuration. Because of the particularity of their identities, officials not only realize economic value, but also reflect a certain public welfare and emotionality, inspiring a set of algorithmic recommendation system more in line with mainstream values. In the future, live streaming of goods by officials can establish a long-term mechanism at the conceptual level, technical level and basic level, and strengthen regulation and supervision, making it not only a useful way to solve the urgent need for local products to be unsalable, but also an effective way to help rural revitalization.
谢小芹. 平台劳动的新转向：官员直播带货的机理、机制与方向[J]. 《深圳大学学报》（人文社科版）, 2022, 39(3): 15-22.
XIE Xiao-qin. The New Turn of Platform Labor: the Dynamics, Mechanism and Direction of Live Streaming Sales of Officials. , 2022, 39(3): 15-22.
2022, Vol. 39 
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