移动时代短视频的参与式生产和狂欢化消费

Participatory production and carnival consumption of short video in the mobile age

短视频的群体狂欢是当代社会网络场域中一个非常重要的景观,平台主体和各类用户主体以利益与价值的最大化为同心圆,利用对生活场景的镜像式展示,通过协作共享的集体智慧,在共情、盗猎文化基础上,共同完成了短视频文本产制。这种生产图示,一方面颠覆了原有视频文化中的精英生产,通过平民化的视角及诉求解构了精英生产下的审美评价标准,创造了参与式生产的景象;另一方面又通过文化资本的出让和网红经济的催生,反哺大众文化的消费,但依然无法改变在生产与消费中商业逻辑与文化逻辑的博弈。

The mass carnival of short video has become a very important landscape in the contemporary social network field;the platform and all kinds of users take the benefit and value as the concentric circle,use the mirror-image of the life scene,through the collective wisdom of cooperation and sharing,on the basis of empathy and poaching culture,and then the short video and text production is completed.On the one hand,it subverts the elite production in the original video culture and deconstructs the aesthetic evaluation standard of the elite production.On the other hand,it feeds back the consumption of mass culture through the transfer of cultural capital and the emergence of network celebrity economy.However,it still cannot change the power game of business logic and cultural logic in production and consumption.