【作者简介】毕文芬，西南大学，邱泽奇，北京大学

【文章来源】《社会学评论》2026年第1期

【内容提要】本研究通过构建算法赋能分析框架，剖析短视频平台算法迭代的内在逻辑及其对西南民族地区农村妇女直播带货的赋能效应演变机制。算法迭代并非平台在商业价值与社会价值间权衡的结果，亦非单纯以利润最大化为目标，而是在环境、组织与技术共同驱动下，平台与用户依附关系转变后的阶段性策略调整。在规模扩张期，平台算法与农村妇女特征相契合，形成内外协同互动，产生显著赋能效应。而在规模巩固期，算法技术门槛提升，农村妇女因资源与能力不足难以适配，赋能效应趋于弱化，但部分农村妇女借助家庭、社区及政府支持，成功抵御算法“规训”，获得持续赋能。

【关键词】算法迭代 / 算法赋能 / 农村妇女 / 直播带货

【全文链接】http://src.ruc.edu.cn/CN/Y2026/V14/I1/32

Algorithmic Iteration and the Live-Streaming E-Commerce Practices of Rural Women in Ethnic Minority Regions of Southwest China

Abstract: This study uses an e-commerce platform as a case study to develop an analytical framework for algorithmic empowerment. It examines the internal logic of algorithmic iteration on short-video platforms and the evolving mechanisms through which these algorithms empower the digital labor of rural women from ethnic regions in Southwest China engaged in live-streaming e-commerce. The findings reveal that algorithmic iteration is not merely a trade-off between com⁃ mercial and social values, nor is it solely driven by profit maximization. Instead, it represents a stage-specific strategic adjustment by the platform following a reversal in its dependency relationship with users, influenced jointly by environmental, organizational, and technological factors. During the scale-expansion phase, platform algorithms aligned with the characteristics of rural women, fostering effective internal-external interactions and generating notable empowerment effects. However, in the consolidation phase, rising algorithmic thresholds limited women’ s adaptability due to insufficient resources and capabilities, leading to diminishing empowerment effects. Nevertheless, some individuals, supported by families, communities, and government initiatives, successfully resisted algorithmic “discipline”and achieved sustained empowerment. The study argues that em⁃ powerment theory should move beyond the subject-object binary and shift towards a framework emphasizing synergy among multiple actors.