互联网平台企业媒介实践的网络隐喻与资本动因——以钉钉B站求饶事件为例

The Internet Metaphor and Capital Motive of Internet Platform Enterprise’s Media Practice:A Case Study on Ding Talk’s Begging for Mercy Event in Bilibili

钉钉B站求饶事件是互联网平台企业阿里的媒介实践,其间交织着联结的网络隐喻与关系的资本动因。本文立足于媒介化的过程论,以拉图尔的行动者网络理论与布尔迪厄的场域理论观照这一个案,揭示了这一事件的网络隐喻是以公关事件串联行动者,促成网络生发;以转译相遇行动者,形成网络关系;通过转译全过程产生必经之点,掌握网络权力。阿里一方面遵循B站的自律极争夺场域内的象征资本;一方面则在场域外以经济资本渗透影响B站的他律极;在媒介逻辑与资本逻辑之间巧妙平衡两极,实现其资本动因。ANT论突出了媒介这一行动者的重要性,场域论体现了媒介这一行动场域的影响力,嵌入媒介化过程中的媒介实践实现了网络联结的行动过程,显现了场域内外的变化过程。

The event of Ding Talk’s Begging for mercy in Bilibili is the media Practice by Alibaba, a typical Internet Platform Enterprise, which is correlated with the Internet metaphor and capital motive. Based on the theory of mediatization process, together with Latour’s Actor-Network-Theory(ANT) and Bourdieu’s field theory, the aims of the paper, by means of the case study, are to explore the Internet metaphor, arranging the actors together in a series through the public relations crisis incident, and therefore to promote the network generation;prompting the actor meeting with each other through the translation, and therefore to build the network relationship;translating the obligatory passage points to grab the network power. On the one hand, Alibaba struggles for the symbolic capital inside of the field by following the autonomy pole of Bilibili. On the other hand, Alibaba infiltrates into the heteronomy pole of Bilibili outside of the field by the means of economic capital. In the end, it smartly achieves the balance of the media and capital logic, thereby implementing its capital motives. ANT highlights the importance of the media, as a specific actor, while Field theory embodies the influence of media, as an action field. During the embedding mediatization process, media practice makes network association to come true, which manifests changing processes inside and outside of media field.