从流量平台化到流量社会化——网络社会空间秩序的生产与变迁逻辑  

From Traffic Platformization to Traffic Socialization: Network Society Spatial Order Production and Its Change

作　　者：杨江华 谢晓琳 YANG Jianghua;XIE Xiaolin(Department of Sociology,Xi’an Jiaotong University,Xi’an 710049,China;School of Sociology,Huazhong Normal University,Wuhan 430079,China)

机构地区：[1]西安交通大学社会学系,陕西西安710049 [2]华中师范大学社会学院,湖北武汉430079

出　　处：《西安交通大学学报（社会科学版）》2023年第3期122-130,共9页Journal of Xi'an Jiaotong University：Social Sciences

基　　金：国家社会科学基金一般项目(20BSH149)。

摘　　要：社会实践的数字化、网络化和智能化使信息流动前所未有地重要。在三次互联网发展浪潮中,信息生产的流量化以及流量的符号价值化逐渐成为塑造网络社会空间运行秩序的重要机制。流量平台化是Web 2.0时代信息流量的生产逻辑,其本质是数据资本化和价值化,通过“流量变现”实现虚实转换,影响人们线下社会行为方式、社会地位结构和权力关系格局;流量社会化是元宇宙时代信息流量的主导范式,在新的数据确权技术和交易中介基础上,形成“一超多强”的流量生态格局,流量将在元宇宙不同场景下被深深植入社会时空运行的秩序法则之中,改变个体的自我认知方式和社会治理模式。如何应对人类社会数智化进程中流量平台化与社会化带来的机遇和挑战,是学术和政策研究面临的紧迫问题。The digitization, networking and intelligentization of social practice make information flow gain unprecedented importance, and “Traffic is king” has become a winning rule for platform enterprises, live streaming and delivery of goods, and other emerging digital economy formats. In the three waves of Internet technology development, the quantification of flow of information production and the symbolic value of flow are important mechanisms for shaping the operating order of network social space, which has exerted extensive and far-reaching influence on human society. This paper, focusing on the flow of information, adopts a theoretical perspective from the sociology of space to examine the production logic of traffic and its impact on the spatial order of network society. During the Web 1.0 era, media digital networking was the predominant feature, and various information portals and search engine websites served as traffic centers due to their information link advantages, but its influence is largely confined to the online space. In the Web 2.0 era, traffic platformization emerged as the production core logic of information flow, emphasizing data capitalization and value creation. Super platforms capitalized on user-generated data to control traffic distribution and usage rights, leveraging “traffic monetization” to transform offline social behavior patterns, social structures, and power relationships. In the metaverse era (Web 3.0), traffic socialization will emerge as the dominant paradigm of information flow, with spatial digitization serving as its core feature. Although limited by the need for information efficiency and the impulse to multiply capital, traffic will still be concentrated on leading platforms that hold information and transaction tools. However, new data validation technology and transaction intermediary will enable the formation of “one ultra with many superpowers,” and traffic will be deeply integrated into the laws of social space-time operation across different metaverse scena

关 键 词：网络社会 空间社会学 虚实转换 流量 平台化 社会化 元宇宙 

分 类 号：G206[文化科学—传播学] C91[经济管理]