ABSTRACT In 2011, Alibaba launched the Taobao Villages initiative, which enables rural e-commerce and connects rural sellers with urban buyers, highlighting the role of e-commerce platforms in reducing rural poverty. This approach was later integrated into national rural development policies. As the Digital Silk Road initiative progresses and Alibaba expands globally, Taobao Villages’ development experience is being promoted worldwide. Using Taobao Villages as a case study, this paper integrates the agrarian question in Marxian political economy with critical development communication studies. It explores why rural areas’ underdevelopment is perceived as a problem solvable by digital platforms, why this development approach emerged in post-socialist China, and its potential impacts. This paper argues that the Taobao Village exemplifies a dominant paradigm of development communication, produced by Alibaba, development experts, and government officials through shared knowledge practices. It examines the texts, intellectual frameworks, and diffusion processes involved in this knowledge production by employing critical discourse analysis. The study highlights how Taobao Villages reinforce the notion that informatization facilitates marketization, thus perpetuating and adapting three mainstream rural development ideas in post-socialist China. The underlying issue of rural China’s underdevelopment, the privatization and capitalization of rural social reproduction driven by China’s neoliberal globalization, sets the stage for another wave of digital labor exploitation. Furthermore, the widespread neoliberal ideology that advocates using e-commerce to foster social development creates internal challenges and generates external pressures within China.
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