企业做公益与用户做“工蚁”:商业平台的新生产政治——以支付宝“蚂蚁森林”为案例  

Enterprises Doing Philanthropy and Users Becoming “Worker Ants”: The New Production Politics of Commercial Platforms——The Case Study of Alipay “Ant Forest”

作　　者：王创业 董嘉颖 WANG Chuangye;DONG Jiaying(School of Journalism and Communication,Wuhan Sports University)

机构地区：[1]武汉体育学院新闻传播学院

出　　处：《国际新闻界》2024年第11期46-67,共22页Chinese Journal of Journalism & Communication

摘　　要：关于商业平台公益行为的研究较少探讨其背后的权力流动与治理技术。本文以支付宝“蚂蚁森林”为案例,采用参与式观察与半结构深度访谈法,在麦克·布洛维生产政治理论的框架下,提出了商业平台的“新生产政治”概念。研究从“国家—平台—个体”三个维度,分析商业平台为何及如何开展公益活动。研究发现,商业平台通过政策敏感与话语挪用策略,回应政府政策需求;通过“平台工厂化”,运用游戏化机制驱动用户参与劳动竞赛,制造劳动同意;在这一政体框架下,个体的“自我组织”能力受限,“作弊”与“躺平”等弱反抗行为,更多表现为“劳动倦怠”。因此,商业平台对“国家—社会”关系的嵌入,间接地成为一种吸纳反抗力量和构建社会稳定的治理技术。Research on the philanthropic activities of commercial platforms has rarely explored the underlying power dynamics and governance techniques. Taking “Ant Forest” on Alipay as a case study, this paper employs participatory observation and semi-structured in-depth interviews, and proposes the concept of “new production politics” of commercial platforms within the framework of Michael Burawoy's production politics theory. The study analyzes why and how commercial platforms engage in philanthropic activities from the three dimensions of “state-platform-individual”. The findings reveal that commercial platforms respond to government policy demands through policy sensitivity and discourse appropriation strategies;they utilize gamification mechanisms to drive users into labor competitions and create labor consent through redesigning the digital platform with factory-like features;Within this political framework, individuals' capacity for “self-organization” is constrained, and behaviors such as “cheating” and “lying flat” are viewed as forms of weak resistance, manifesting more as “labor burnout”. This paper argues that the embedding of commercial platforms into “state-society” relations represents a governance technique that absorbs resistant forces and fosters social stability.

关 键 词：蚂蚁森林 政治行为 新生产政治 工厂政体 

分 类 号：G63[文化科学—教育学]