强国家弱社会背景下的新浪微博实名制研究

Real-name system of social media in the context of strong national and weak social:The case of Sina Weibo

本研究选取新浪微博的实名制管理作为个案,探讨商业科技平台对用户的赋权与收编机制,采用虚拟民族志的方法对其进行了持续追踪和数据搜集,获取了微博实名制实施前后约一年时间的质性数据。随着媒体的市场化和新技术的发展,大型商业互联网公司运营的社会化媒体成为大众表达利益诉求的通道。为了削弱社会表达生态的复杂性,政府采用多种方式对微博信息的发布和传播进行了监控,微博运营商建立了内部审查机制,而作为被管制方的微博用户采用了多种方式进行了抗争。

This study selected Sina microblogging real-name system management as a case to discuss the mechanism that the business platform of science and technology use to empower and incorporate their users. Adopting virtual ethnography approach to continuously track and collect data, this study obtained qualitative data about a year before and after the implementation ofmicroblogging real-name system.With the development of market-oriented media and new technologies, social media operated by large commercial Internet companies has become a channel of interest appeal for the public. In order to weaken the complexity of social expression ecology, the government has adopted a variety of ways to monitor the release and dissemination of information on microblogging. And the microblogging operators have established an internal censorship mechanism, However, regulated microblog users have adopted a variety of ways to struggle and fight.