当电视遭遇网络:从东莞扫黄事件看网络时代的社会认同

When the TV Encounters the Internet:Social Identity in the Internet Era——A Reflection over the Event of "Eliminating Pornography in Dongguan"

以卡斯特的网络社会认同理论为视角,对央视东莞扫黄报道及其所引发的网络反应进行了文化分析,剖析了网络时代社会认同的转变和实质。研究发现,与央视通过议程设置,推动合法性社会认同塑造不同,以微博为代表的社交网络中的草根网民群体,却致力于建构抗拒性社会认同,以打破主流媒体所塑造的合法性认同的支配性机制。这种合法性认同与抗拒性认同的对峙,在一定程度上反映了主流媒体与民间社会之间的价值观冲突,从一个侧面折射了当前中国社会认同的基本脉络。

In light of Custer＇s social identity theory against the background of the Internet era, this paper has analyzed the CCTV reports on the event of ＂eliminating pornography in Dongguan＂ and the online responses to those reports. To a certain degree it reveals the fact that in the Internet era the concept of social identity has changed. This study shows that different from CCTV＇s agenda which is intended to promote the legitimacy of a socially approved identity, the Internet population represented by the micro-blogging social network is mostly composed of grass-roots; they are committed to resist established social identities in order to break the mainstream media. The confrontation between the legitimated social identity and the anti-legitimated social identity has, to a certain extent, reflected the value conflicts between mainstream media and civil society; it has from certain perspective reflected the pattern of social identifications in current China.