从技术到架构:网络媒介进化对社会平台化的驱动作用

From Technology to Architecture:Driving Effects of Network Media Evolution on Social Platformization

随着数字平台逐步成为人们进入社会生活的门户,社会组织模式呈现出从科层体系转向平台架构的趋势。本文探究网络媒介进化如何通过群体的媒介实践重构社会信息结构,同时驱动社会系统进行"平台化"再组织。研究发现,数字平台的崛起植根于网络媒介进化的进程之中。通过开放和消解原有的垂直信息体系,以平台为架构的"中心-边缘"式信息结构初步建立,并由此推动社会组织的平台化进程。在个体层面,个人之间的联接界面正在从科层组织转向数字平台,生产联接的中介机制从组织内的规章制度变为平台上的规则算法;在群体层面,人们联接后形成的群体除了具有长期性、条块分割的科层组织,还有即时存在、相互联系的网络社群。

While digital platform becoming the gate to social life,the social organizational mode transforms from the bureaucracy to the platform architecture.This paper explores how the evolution of network media reconstructs the social information structure through the media practice of groups,and at the same time how it drives the social system to be"platformized"and reorganized.This research finds that the rise of platforms is rooted in the process of network media evolution.By opening up and deconstructing the original vertical information system,the"central-edge"information structure based on the platform is preliminarily established,and the process of social organization’s platformization is thus promoted.At the individual level,the interface of personal connectivity is transferring from hierarchical organization to the digital platform,and the mediation mechanism for production connections changes from rules within the organization to rules algorithms on the platform.At the group level,the group formed by people’s connection is not only a hierarchical organization with long-term and segmented nature,but also a network community with immediate existence and mutual connection.