Platformizing family production: The contradictions of rural digital labor in China

How is the rise of platform capitalism reinventing the traditional regime of familial production, while at the same time being energized by it? How do the historically informed, lived experiences of rural e-commerce entrepreneurs or workers in China help reconceptualize digital labor and platform studies? Deploying the analytic of platformized family production, this article addresses these questions through a deep description of the experiences of variously positioned platform-based and mediated laborers in an e-commerce village in East China. I argue that the ongoing process of platformizing family production is profoundly contradictory. As an alternative to a model of development based on unevenness and the rural-urban divide, village e-commerce has created opportunities for peasants and marginalized urban youth to achieve social mobility. However, it also shapes a new regime of value that privileges the individualized e-commerce entrepreneur as an ideal subject, and fetishizes and instrumentalizes innovation and creativity in conformity with the global intellectual property regime. These tendencies not only contradict the reality of collective labor organization both on e-commerce platforms and in villages, but also conflict with the indispensable role of manual labor in the production process—reinforcing rather than overcoming existing inequalities and stratification in rural China. JEL Codes: J16, J61, L86, Q55, R12