作为行动者的企业:社交平台的自主治理逻辑与动态履责实践  

Enterprises as Actors:Self-governance Logic and Dynamic Responsibility Practice of Social Media Platforms

作　　者：王泽坤 杨启飞 Wang Zekun;Yang Qifei

机构地区：[1]华东政法大学韬奋新闻传播学院,上海201620 [2]东华大学人文学院,上海200051

出　　处：《传媒观察》2025年第4期49-60,共12页Media Observer

基　　金：教育部人文社会科学研究青年基金项目“‘体系-能力’互动视角下网络信息内容综合治理能力建设研究”(23YJC860030)的研究成果之一。

摘　　要：治理研究往往习惯于从国家的角度审视问题,但委托治理模式下,社交平台的治理实践正深度影响着网络内容生态。本文基于10家国内颇具影响力的社交平台在2020年至2023年间自主发布的各类报告,以及相关媒体报道和监管通报等文本,运用扎根理论分析方法对平台自主开展的网络信息内容治理进行了分析。研究发现,社交平台具有内部治理、多边串联和群体凝聚三重治网维度。三重维度下,平台分别遵循着“运营合规”、“效能提升”和“文化构建”三个不同的逻辑。社交平台并非机械执行政府政策的“静态履责者”,如同打造平台生态系统一样,其正以刚柔并济的方式不断连接多元主体、开拓治理边界,构建网络信息内容的治理生态系统。为此,需要充分重视社交平台的连接属性,认识并利用其泛在连接和生态系统构建的功能,从而激发多元主体的共治合力。Governance studies have traditionally emphasized state-centric perspectives,often overlooking the operational logic and effectiveness of enterprises within governance frameworks.Within the delegated governance model,social media platforms are actively reshaping the content ecosystem through their own governance practices.This study employs grounded theory to analyze self-reported governance documents(2020–2023)from ten leading Chinese social media platforms,alongside relevant regulatory disclosures and media reports.The findings reveal a three-dimensional governance framework comprising internal governance,multilateral concatenation,and group cohesion.Each dimension corresponds to a distinct governance logic:"operational compliance,""efficiency enhancement,"and"cultural construction,"respectively.Social media platforms are not merely passive implementers of government directives;rather,they act as dynamic governance entities.By integrating rigid structures with flexible strategies,platforms cultivate interconnected ecosystems,continuously engaging diverse stakeholders and expanding governance boundaries.This study highlights the importance of recognizing the connective attributes of social media platforms.A deeper understanding of their ecosystem-building capabilities is essential to fostering effective multi-stakeholder co-governance in the digital content landscape.

关 键 词：社交平台 网络信息内容治理 泛在连接 生态系统 

分 类 号：G206[文化科学—传播学]