社交媒体影响下的城市消费空间新特征:以小红书长沙“网红打卡地”为例  

New Urban Consumption Space Shaped by Social Media:A Case Study of the Geo-Tagging Places of Changsha on Xiaohongshu

作　　者：周恺[1] 张海涛 夏依宁 刘冲 ZHOU Kai;ZHANG Haitao;XIA Yining;LIU Chong

机构地区：[1]湖南大学建筑学院 [2]广东省城乡规划设计研究院有限责任公司 [3]北京清华同衡规划设计研究院有限公司

出　　处：《现代城市研究》2021年第9期20-27,共8页Modern Urban Research

基　　金：国家自然科学基金(52078197)。

摘　　要：文章利用小红书"打卡"笔记数据,探索性地分析社交媒体对长沙城市消费空间的影响,讨论虚拟消费社会空间的新特征。研究分析发现长沙小红书上的"网红打卡地"笔记存在大量的重复,从存留笔记的残留和消失轨迹看,平台内容呈现"滚动式更新"特征。小红书推送的打卡地形成"商业地标""旅游名片""历史街巷""休闲娱乐""餐饮美食""文化公园/艺术场馆""特色小店"七大类型,并在空间上集聚成"核心"和"外围"两大圈层。分析的数据样本中,小红书的用户—笔记数分布呈典型的"长尾分布",即拥有极低值的个体数量总和却占总体的绝大多数,"分众"特征明显。同时,其"头部用户"发布内容涉及商业消费空间居多,不同程度体现企业运营和团队营销特征。从对长沙小红书"网红打卡地"探索分析看,社交媒体成功拓宽了城市消费空间的层次和领域,构建了一个复合"个性"与"从众"的新消费空间,并涵盖了极大的消费者社会阶层跨度。研究指出网络空间和实体空间二者的叠置与传导不断刷新时空观,对新的消费空间现象的理论解释和实证分析迫切需要开创性思考。Using the geotagged data collected from the popular lifestyle-sharing APP Xiaohongshu,this paper aims to explore a new urban consumption space that is largely shaped by this phenomenal social media.The overly redundant content recommendations on Xiaohongshu were updating in a scrolling pattern,in which old contents are constantly replaced by the new ones.Aggregations of its geo-tagged notes appear at some selective commercial real estates,tourist attractions,historic streets,recreation sites,food&cuisine shops,places of arts&life style,and clusters of stores for niche consumption in the case city Changsha,with a large cluster in the central city and scattering hot spots on the periphery of it.It is observed in the data sample that user-notes ranking follows a"long-tailed distribution",in which 70.1%of the contents were contributed by 92.7%of users who only shared 1 or 2 notes during the 12 days period,a typical demassified media.Meanwhile,the contents of the leading contributors show a strong influence on commercial interests.To summarize,the impacts of the new social media have both deepened and expanded the scale and scope of urban consumption space,created a consumption space that is both for mass and niche groups,and included consumers across social strata.This paper urges that the new time-space created by the transduction of"the real"and"the virtual"requires more attention from academia.

关 键 词：网红打卡 社交媒体 城市消费空间 长沙 小红书 

分 类 号：K901.2[历史地理—人文地理学]