“流量逻辑”如何影响内容生产?——基于微信公众号的实证考察

How Does the Logic of "Network Flow" Affect the Content Production?An Empirical Study Based on Wechat Public Platform

本文通过对微信公众平台内容生产过程的实证考察,分析了作为市场压力表现形式的“流量”逻辑如何影响内容生产,运用参与式观察和深度访谈的方法,从工作节奏、时长和和绩效评估三个方面梳理了“流量”逻辑对内容生产的影响,并通过分析内容生产的日常惯例,讨论了“流量”如何成为占据霸权地位的意识形态。

Through the empirical investigation of the content production process of Wechat public platform,this paper analyses how the logic of"Network Flow",as the new form of market pressure in digital era,affects content production.By using participatory observation and in-depth interviews,this paper sorts out the influence of the logic of"Network Flow"on content production from three aspects:work rhythm,duration and assessment.Through the analysis of the daily practice of content production,this paper discusses how"flow"becomes a hegemonic ideology.