Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)

A Study of Digital Labor Alienation in Keep’s “Cloud Fitness”

Authors
Yang Lv1, *
1Zhengzhou University, Zhengzhou, China
*Corresponding author. Email: 1725586986@qq.com
Corresponding Author
Yang Lv
Available Online 2 September 2024.
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.

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Volume Title
Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
2 September 2024
ISBN
978-2-38476-277-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-277-4_40How to use a DOI?
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  -