建构乡愁:符号资本视角下的乡村网红  

Constructing Nostalgia:Rural Internet Celebrities from the Perspective of Symbolic Capital

作　　者：路阳 Lu Yang

机构地区：[1]常州大学瞿秋白政府管理学院

出　　处：《常州大学学报（社会科学版）》2024年第2期71-77,共7页Journal of Changzhou University:Social Science Edition

基　　金：河南省哲学社会科学规划青年项目“新时代体育突发事件网络舆情演化与引导机制研究”(2021CTY029)。

摘　　要：乡村网红是短视频普及以及电商助农等社会背景下的网络流行符号。作为独特且普遍的集体情感,乡愁意识是乡村网红的符号所指,是其能够吸引关注并被认同进而实现符号资本积聚和转化的关键。在符号资本视角下,乡村网红是农民、平台、粉丝等主体在网络场域中建构乡愁意识,实现经济资本、文化资本、社会资本向符号资本转化的结果。不仅乡村网红的流行不意味着底层群体的崛起,而且需要警惕过分娱乐化、数字劳工、虚假宣传等问题。Rural Internet celebrities are symbols of online popularity under the social context of widespread short video usage and support for agriculture through e-commerce.Nostalgia consciousness,as a unique and collective emotion,is the symbol referred to by rural Internet celebrities,which is crucial for attracting attention,gaining recognition,and accumulating and transforming symbolic capital.From the perspective of symbolic capital,rural Internet celebrities are the result of farmers,platforms,fans,and other parts constructing nostalgia consciousness in the online domain,leading to the transformation of economic,cultural,and social capital into symbolic capital.The popularity of rural Internet celebrities not only does not imply the rise of the grassroots,but also requires vigilance against issues such as excessive entertainment,digital labor,and false advertising.

关 键 词：乡村网红 符号资本 短视频 乡愁 

分 类 号：C913.9[经济管理] G206[社会学]