阶层偏好、文化资本与情感机器——东方甄选直播现象的数字民族志研究  

Class Preference,Cultural Capital and Emotional Machine:A Digital Ethnographic Study of the Phenomenon of East Buy Live Streaming

作　　者：李潇晓 刘林平[2] Li Xiaoxiao;Liu Linping

机构地区：[1]南京邮电大学人口研究院、江苏高质量发展综合评估研究基地,南京210042 [2]南京大学社会学院,南京210042

出　　处：《探索与争鸣》2023年第1期103-112,179,共11页Exploration and Free Views

基　　金：教育部规划基金项目“家庭教育投资决策作为代际流动的中介机制研究”(21YJA880074)。

摘　　要：直播带货是当代中国数字经济的重要组成部分。借助数字民族志研究方法,对东方甄选直播现象进行分析可以发现:首先,东方甄选依靠直播平台的算法技术对用户进行精细化管理,其受众有着高度的同质性和中等收入群体特征;其次,依靠文化和知识的展示,直播迎合了中等收入群体的文化偏好,即对文化资本和象征意义的追求,并形成了一种基于阶层品位“区隔”的文化认同;最后,它所塑造的文化认同依赖于有特色的情感劳动,通过价值和道德叙事将受众和主播纳入当代互联网的情感机器中。东方甄选这类直播带货表明,直播经济正在迈入新阶段,一种新的经济样态已然到来。Live-streaming is an important part of the digital economy in contemporary China.The analysis of the phenomenon of East Buy live streaming by digital ethnography reveals that:firstly,East Buy relies on the algorithmic technology of the live streaming platform to finely manage its users,its audience has a high degree of homogeneity and middle-income group characteristics.Secondly,relying on the display of culture and knowledge,the live streaming caters to the cultural preferences of middle-income groups,which is the pursuit of cultural capital and symbolic meaning,and forming a cultural identity based on the“differentiation”of class tastes.Finally,its cultural identity creates relies on distinctive emotional labor.It integrates audiences and anchors into the contemporary Internet“emotional machine”.This type of live streaming shows that the live streaming economy is entering a new phase,a new form of economy has arrived.

关 键 词：阶层偏好 文化资本 情感劳动 情感机器 直播带货 中等收入群体 

分 类 号：F724.6[经济管理—产业经济] C912.64[社会学]