场景、广告与角色的互嵌:“奶爸”短视频博主媒介育儿叙事与父职展演  

The Intermingling of Scenes,Advertisements and Roles:Mediated Parenting Narratives and the Performance of Fatherhood by Nai Ba Vloggers

作　　者：徐旻 刘鑫晨 XU Min;LIU Xinchen

机构地区：[1]扬州大学新闻与传媒学院

出　　处：《人口与社会》2025年第1期85-94,共10页Population and Society

基　　金：国家社会科学基金一般项目“母婴育儿短视频的话语生产对城市女性生育意愿的影响研究”(23BXW093)。

摘　　要：以“小红书”平台中“奶爸”博主发布的短视频为研究样本,采用文本分析方法,探讨短视频中育儿场景、产品广告植入与父职展演之间的关系。研究发现:“奶爸”博主搭建的育儿场景可分为生活型、社交型、科普型三种;在育儿短视频中植入广告在一定程度上使得虚拟育儿与现实育儿场景交融;短视频内容丰富了男性育儿的角色与实践方式,有助于人们重新审视传统育儿分工中被虚化与边缘化的父职角色;品牌方与“奶爸”博主之间是双向选择、互相形塑的,“奶爸”博主在兼顾育儿与获得经济收入的同时也帮助品牌方塑造品牌形象。但是,“奶爸”博主在商业合作的过程中发布的短视频不同程度地呈现出了内容同质化、剧本化倾向,给大众造成了困扰。基于此,一方面,博主个人要注意维护自身形象,传递正确的价值观,严把产品质量关,核实相关信息的可靠性、真实性、科学性和适用性;另一方面,新媒体平台应该加强对博主和品牌方的监管,营造友好的网络育儿社区环境。This study takes short videos posted by daddy vloggers on the Xiaohongshu platform as research samples and uses textual analysis method to explore the relationship between parenting scenes,product placement,and the performance of fatherhood in these videos.The results show that the parenting scenes created by daddy vloggers can be categorised into three types:lifestyle,social and educational.The integration of advertisements in short parenting videos blurs the boundaries between virtual and real life parenting scenes.The content of these short videos enriches male parenting roles and practices,helping to reassess the blurred and marginalised role of fatherhood in traditional parenting divisions.There is a mutual shaping relationship between brands and daddy vloggers,where the vloggers balance parental responsibilities with economic gain,while also helping brands shape their brand image.However,the short videos created by daddy vloggers during commercial collaborations have shown varying degrees of content homogenisation and scripted tendencies,causing confusion among audiences.Therefore,on the one hand,vloggers need to actively maintain their personal image,convey correct values,ensure product quality,and also verify the reliability,authenticity,scientific validity and applicability of the related information;on the other hand,new media platforms should strengthen the supervision of vloggers and brands to promote a friendly online parenting community.

关 键 词：短视频博主 奶爸 育儿观念 父职 小红书 性别分工 场景叙事 网络育儿 

分 类 号：C913.1[经济管理] G206[社会学]