随着智能手机普及和移动互联网的发展，直播带货、社交电商等新兴业态的兴起给社会经济带来新的商业机会和增长点，不断推动经济增长和社会变革的同时，基于数字平台庞大的用户基础、先进的技术实力、数据分析能力以及商业化运营需求所形成的平台权力越来越大，对用户、对从业主体等都产生了一定的影响。

本文以抖音平台的直播带货为例，通过网络民族志的研究方法对平台权力的来源、内容以及对主播权力的规训进行了研究。经过研究者作为消费者和从业者身份的长期参与式观察（12个月）以及对主播等相关从业者（N=20）的深度访谈研究发现：首先，以抖音为代表的平台的权力体现为：政策规则制定权、数据获取与处理权以及资本分配权，抖音平台通过政策规则制定权限制主播话术、打造直播带货玩法模型，限制主播的内容生产；其次，平台同时通过数据的抓取识别，算法的深度用户分析，精准计算出用户兴趣，并在短时间内完成优质直播间的挖掘与推荐，从而规训主播个人带货风格变换。第三，抖音“流量池”的分发模式，激发主播提高直播产出，进行更多优质带货直播间的生产。最后，资本分配权力影响主播决策。

与此同时，在平台权力日益增大的当下，防止平台权力滥用也成为了当下治理非常重要的课题。本研究基于上述研究发现，提出平台权力治理的对策建议。本研究的价值在于，以消费者、生产者和研究者三重身份的长时间观察与访谈积累，研究抖音平台如何利用技术工具来规训主播，以及主播如何应对这些技术规训。不仅有助于理解数字平台的运作逻辑和社会影响，也对于平台治理、内容创作者的权益保护和数字文化的发展具有重要意义。

With the popularity of smart phones and the development of mobile Internet, the rise of new business forms such as live streaming and social e-commerce has brought new business opportunities and growth points to the social economy. While continuously promoting economic growth and social reform, the power of the platforms formed by the huge user base, advanced technical strength, data analysis ability and commercial operation needs of digital platforms has become more and more powerful. It has a certain impact on users and practitioners.

This paper takes the live streaming of Tiktok platform as an example, and studies the source and content of platform power and the discipline of anchor power through the research method of network ethnography. Through the long-term participatory observation (12 months) of the researcher's identity as a consumer and practitioner, as well as the in-depth interview research on relevant practitioners such as anchors (N=20), it is found that: First, the power of the platform represented by Douyin is reflected as follows: The right to make policies and rules, the right to acquire and process data and the right to allocate capital. Tiktok platform uses the right to make policies and rules to restrict the speech skills of anchors, build a live play model with goods, and restrict the content production of anchors. Secondly, the platform at the same time through the data capture and identification, in-depth user analysis of the algorithm, accurate calculation of user interests, and complete the mining and recommendation of high-quality direct broadcast room in a short time, so as to train the personal delivery style change of anchors. Third, the distribution mode of Tiktok's "traffic pool" inspires anchors to improve live broadcast output and produce more high-quality direct broadcast rooms with goods. Finally, the power of capital allocation affects the decision-making of anchors.

At the same time, with the increasing power of platforms, preventing the abuse of platform power has become a very important issue of current governance. Based on the above findings, this study proposes countermeasures and suggestions for platform power governance. The value of this study lies in the accumulation of long-term observation and interviews as consumers, producers and researchers to study how the Tiktok platform uses technical tools to discipline anchors and how anchors respond to these technical disciplines. It not only helps to understand the operational logic and social impact of digital platforms, but also has great significance for platform governance, protection of the rights and interests of content creators and the development of digital culture.