“礼物”的另类解读——社会网视域下的直播“送礼”研究

On Gift Giving in Webcasts from the Perspective of Social Network Theory

网络直播是信息时代的直接产物,也是社会泛娱乐化的突出表现之一。观看网络直播时,购买虚拟礼物对主播进行“打赏”的消费模式获得了平台用户的高度认可。“送礼”既承载着送礼者的神圣情感,也难掩相对理性的个人动机;平台主动创造虚拟维度的“社会网”空间,利用稀缺性资源调动被现实世界网络结构束缚的个体“能动性”和“反结构”需求,实现不同资本之间的有机转化;“礼物”价值和“送礼”频率不断叠加的现象背后是“文化”“结构”与“资本”的共谋。

Webcast is a direct product of the information age and an outstanding manifestation of abused entertainment in the society. Virtual gifts purchase in the webcast watching to reward the anchors has been highly recognized by the participators. The “gift giving” not only carries the sacred feelings of the givers, but also implies the rational personal motivation. Based on social networks in virtual space, the platform of webcast makes use of scarce resources to mobilize the “initiate” and “anti-structural” demand of individuals restrained by the structure of social networks to realize the organic transformation between different capitals. The constant increment of the value of “gifts” and the frequency of “gift interaction” can be understood as the collusion of “culture”,“structure” and “capital”.