A Study of Digital Labor Alienation in Keep’s “Cloud Fitness”
- DOI
- 10.2991/978-2-38476-277-4_40How to use a DOI?
- Keywords
- digital labor; alienated labor theory; Keep; cloud fitness
- Abstract
In the era of media socialization, digital technology penetrates all levels of social life, and the structure and mode of online fitness value creation are supplemented and developed. As a new type of labour, cloud fitness forms a composite of body, technology, and media and is set in the post-epidemic era. Using a combination of interviews and participatory observation, and combining digital labour theory and alienated labour theory, this study finds that the bodies of “cloud fitness practitioners” encounter the double alienation of being disciplined and consumed after becoming labour products and that labour behaviours face the danger of “reverse domestication” under the coercion of technology and media, and that capital, technology, and media are in danger of “reverse domestication.” The labour behaviour faces the threat of “reverse domestication” under the coercion of technology and media, and the labour relationship between capital, bloggers and fans is commodified into the relationship between numbers and figures, and the essential characteristics of human beings are consumed in the digital exchange.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Yang Lv PY - 2024 DA - 2024/09/02 TI - A Study of Digital Labor Alienation in Keep’s “Cloud Fitness” BT - Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024) PB - Atlantis Press SP - 338 EP - 345 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-38476-277-4_40 DO - 10.2991/978-2-38476-277-4_40 ID - Lv2024 ER -