Short Video Entrepreneurship among Smallholder Farmers in the Era of Digital Intelligence: An Exploration of Labour Alienation

Abstract

This article deals with smallholder farmers in L village who engaged in short-video entrepreneurship on less than 50 acres of farmland. Through a digital labour alienation perspective and in-depth interviews, it was discovered that these farmers faced issues such as the transfer of ownership of their labour products, the standardization of labour processes, and a sense of alienation from their own human identity. These disparities stem primarily from the inequalities of digital power, driven by factors like data indicators, algorithm manipulation, inequitable agreements, re-intermediate exploitation, and identity psychology. By examining specific digital labour practices in this context, this research provides a more comprehensive understanding of worker alienation in the digital labour space. The findings have significant value and practical importance for enhancing the effectiveness of new media in revitalizing rural communities.

Keywords

• digital labour alienation
• digital power
• digital labour
• short video entrepreneurship