互联网“翻车”事件生产机制的社会学分析  

A Sociological Analysis of the Production Mechanism of Internet“Backfire”Incidents

作　　者：门豪 Men Hao

机构地区：[1]南京大学社会学院,江苏南京210023

出　　处：《天府新论》2025年第3期97-107,157,158,共13页New Horizons from Tianfu

摘　　要：在流量危机的背景下,平台借助于算法的推送机制,放大了网络形象的反差感及荒诞程度,引发了网民去伪存真的联动效应,愈发增强了世俗生活中的道德紧张感。本文以平台流水线式生产的“翻车”事件及社会的反作用为中心,说明作为文化扳道工的网民,从未屈从于平台给定的“颠倒的秩序”,而是对网络文化生产过程中的工具理性化逻辑开展了旷日持久的集体审判,为文化路径的选择及再生产方式积极正名。日常可见的“翻车”事件,呼唤着隐匿在个体内心的文化自觉。研究表明,网络流媒体时代,道德秩序是隐在的,神圣社会从未离开,它会在特定场景下以世俗化抗争等形式出场,并伴随具体的仪式性实践而瞬间释放超越个体的狂热能量。In the context of the traffic crisis,platforms,with the help of the algorithm push mechanism,have magnified the contrast and absurdity of the Internet image,triggered the linkage effect of netizens to distinguish the false from the true,and further enhanced the moral tension in secular life.This article focuses on the“backfire”incidents produced by the platform assembly line and its social reaction,and explains that netizens,as cultural switchmen,have never succumbed to the“inverted order”given by the platform,but have carried out a long-lasting collective trial on the instrumental rationalization logic in the process of Internet cultural production,and actively justified the choice of cultural path and the way of reproduction.The“backfire”incidents that can be seen in daily life call for the cultural consciousness hidden in the hearts of individuals.This study shows that in the era of Internet streaming,moral order is implicit and the sacred society has never left.It will appear in specific scenarios in the form of secular resistance and,accompanied by specific ritual practices,instantly release fanatical energy that transcends the individuals.

关 键 词：网络社会 流量竞赛 道德秩序 文化扳道工 文化自觉 

分 类 号：G206[文化科学—传播学]