UP主是哔哩哔哩（简称“B站”）内容生态当中重要角色，作为生产型数字劳动者主要进行着由兴趣驱动的无偿视频生产，丰富了平台的内容生态，对资本有重要的商业价值。而随着UP主持续地创作，来自及多元的压力介入使得UP主由基于个人兴趣的创作导向了基于外在流量压力的生产，劳动行为发生异化，与自我创作意愿相背离。而与此同时大多数UP主依然 “用爱发电”无偿贡献着时间和精力。本研究基于参与式观察和深度访谈的方法，探究B站UP主“为爱发电”的数字劳动过程中的劳动异化表现和劳动异化机制，主要结论如下:

一是UP主的数字劳动异化体现在劳动作品、劳动过程、劳动主体和劳动关系四个方面。劳动作品的异化表现为内容商品化，创作者及其作品本作为数字劳动的产品，进入注意力市场后在媒介平台流量赋值的价值逻辑下，成为了待价而沽的商品，具体表现为流量成为了评价创作者个人和作品的赋值方式；在劳动过程中表现出了创作生产化，自由自觉的创造性行为成为工业时代工厂绩效式的产品生产，由实现自我的途径转换为被动的完成任务的方式，表现为定期更新、内容同质、效率导向；在劳动主体上表现出兴趣压力化，以兴趣驱动的劳动创作在劳动场域数据的捆绑下逐渐成为了压力的来源，与创作者最初的创作动机发生了背离；在劳动关系上出现了关系不平等化，流量至上的权力关系中，UP主与其他权力主体构建的创作关系由平等共生关系转变为与多元主体间不平等的关系。

二是UP主的异化机制为平台为主的外部规训和UP主的内部规训相互结合共同作用于UP主，推动其积极投入劳动创作当中。外部规训主要包括平台流量规则下的多元监视、等级化评判和数据化审查三个方面。UP主的内在规训主要包括UP主创作互动过程中身份认同、流量崇拜以及被构建的UP主角色光环。不同于机械、压抑的传统社会规训，B站平台体现出来的规训机制是外部规训机制与合理化的内部规训相互渗透结合作用于UP主，形成了积极、主动的规训力量，使UP主能够保持积极的创作状态，投入到“为爱发电”的数字劳动中。而从异化本质上来看， UP主作为数字劳动者的主体地位在规训中不断被弱化，陷入了平台“流量至上”的生产追逐中。

As an important role in the content ecology of Bilibili (" B station "for short), UP mainly engages in interest-driven free video production as a productive digital worker, which enrichis the content ecology of the platform and has important commercial value for capital. However, with the continuous creation of UP artists, the intervention of pressure from and multiple sources makes UP artists shift from creation based on personal interest to production based on external flow pressure, resulting in alienation of labor behavior and deviation from self-creation intention. At the same time, most UP owners still "generate electricity with love" and donate their time and energy for free. Based on the methods of participatory observation and in-depth interview, this study explores the manifestation and mechanism of labor alienation in the digital labor process of "Generating power for love" in station B UP. The main conclusions are as follows:

First, digital labor alienation of UP owners is reflected in four aspects: labor works, labor process, labor subject and labor relations. The alienation of labor works is reflected in the commercialization of content. Creators and their works, as the products of digital labor, have become commodities for sale after entering the attention market under the value logic of media platform traffic assignment. Specifically, traffic has become the way to evaluate creators and their works. In the process of labor, it shows the creation and production, and the free and conscious creative behavior becomes the factory performance production in the industrial age. The way of self-realization is transformed into a passive way of completing tasks, which is manifested as regular update, homogeneity of content and efficiency orientation. Interest-driven labor creation gradually becomes the source of pressure under the binding of labor field data, deviating from the original creation motivation of creators. In terms of labor relations, relationship inequality appears. In the power relationship network structure of flow first, the creative relationship constructed by UP and other power subjects has changed from an equal and interdependent symbiotic relationship to an unequal relationship with multiple power subjects.

Second, the alienation mechanism of UP masters is that the external discipline based on platform and the internal discipline of UP masters interact with each other and promote UP masters to actively engage in work and creation. External discipline mainly includes three aspects: multivariate monitoring, hierarchical evaluation and data-based review under platform traffic rules. UP's internal discipline mainly includes UP's identity, traffic worship and the constructed halo of UP's main role in the process of creation interaction. Mechanical, depression is different from traditional social discipline, B station platform of discipline mechanism is external discipline mechanism and rationalize the internal discipline of mutual penetration effect on the UP, forming a positive, proactive discipline power, make UP the main can maintain a positive state, into the "power of love" in the number of labor. From the perspective of alienation in nature, the dominant position of UP owners as digital workers is constantly weakened in the discipline, and they fall into the production pursuit of "flow first" of the platform.

This paper holds that the creative behavior of "generating power for love" by the owner of station B up is a more secret and profound alienation of labor. Interest-based digital labor under the platform flow first rule, the "interest-driven" creation is forced to be involved in the "flow-driven" production. At the same time, the UP owners can only get less or even unstable labor remuneration in the process of labor. Such unreasonable labor-capital relationship is rationalized under the alienation mechanism of "external platform discipline" and "internal self-discipline", which enables the invisible exploitation of capital.