一个超级网红的消亡史:网络主播的数字劳动、身份认同及治理——基于MC天佑的媒介生命史研究

The Dying History of a Super Wanghong:Digital Labour,Identity and Governance of Internet Anchors——Based on the Media Life History Study of MC Tianyou

作为一类独特的网络主播群体,底层网络主播的走红及其陨落昭示着底层人民的数字生存逻辑和数字命运走向。本文以媒介生命史为研究方法,以MC天佑的媒介生命历程作为个案进行深入分析,探索底层网络主播如何通过短视频/直播进行数字劳动。面对底层网络主播“雷同”的媒介生命历程,本文认为主播们在数字劳动的过程中完成了自我和职业的双重生产,并生成了使主播们在各个平台上进行声名流动的媒介身份。当网络主播无法处理自我认同中的媒介自我身份带来的冲突时,“自我的悲剧”便使网络主播的媒介生命走向陨落;这种被动的“陨落”是治理的必然走向及结果。文章通过对底层网络主播的数字劳动及身份认同的分析,以及治理结果的呈现,强调平台的可供性可以作为文化多元空间内的治理落点,需要用双向思维的连续性连通治理主体和治理对象,从而在善治的思维中探索中国的数字治理路径。一种协商式的治理方式将给予底层网络主播更大的生存空间,也会使其文化生产更有活力和生命力。

As a unique group of internet anchors,the popularity of the bottom internet anchors and their fatalistic fading out show the logic of digital survival and digital destiny of the bottom people.The paper takes MC Tianyou’s media life history as a case study to explore how bottom internet anchors perform digital labour through short videos/live streaming.Facing the similar media life history of the bottom internet anchors,this paper argues that they complete the dual production of self and profession in the process of digital labour,and generate the media identities that make their fame and reputation flow on various platforms.At this point,when they are unable to deal with the conflict brought by the media self in their self-identity,this“tragedy of the self”makes their media lives end.In addition,with the analysis of the digital labour and identity of the bottom internet anchors,as well as the presentation of the results of governance,the paper emphasizes that the affordance of the platform can be the landing point of governance in the cultural pluralism space,and that the continuity of two-way thinking is needed to connect the subject and the object of governance,so as to explore the digital governance strategy in China in the thinking of good governance.A negotiated governance path will give the bottom internet anchors more space to survive,and will make their cultural production more dynamic and vitality.