“网红”的后数字复制逻辑:概念网络、标准化空间生产与算法治理

Wanghong’s Post-Digital Logic of Reproduction: Conceptual Network, Standardized Production of Space, and Algorithmic Governance

在过去十年间,"网红"的概念演变从一种社会现象,变成一个经济模式,到如今变成一种大众日常逻辑。这个发展模式绝不是中国独有的,甚至也不是中国创造的,但是却在中国深入到大众文化的骨髓。本文研究"网红"这个概念,但关注点不再是其词源"网络红人",而是把网红当作一个贯穿日常生活和空间生产的后数字复制逻辑。网红这个概念不只是名词,也是形容词,附属在物体、空间等名词(比如衣物、饮料、餐厅、艺术馆)之前,变成了一种复制逻辑。后数字指的是以前被清晰划分出来的线上/线下不再有效,而是具有了膜状的连续性,这种连续性让线上与线下二元对立非常模糊。复制逻辑指的是在平台资本主义背景下,空间生产(设计与空间使用)如何标准化地复制,算法治理如何塑造主体和贯穿后数字日常生活。因而文章分为三个部分,分别关注网红的概念网络、标准化的网红空间生产和网红在算法治理中的角色。

In the past decade, wanghong started as a social phenomenon, an economic model, and now an everyday logic perpetuated in mass culture. These developments are by no means specific to China, nor originated in China, but certainly took hold and flourished in Chinese mass culture. This essay focuses on the concept of wanghong but no longer rooted in its etymology “internet celebrity”. We want to reconsider wanghong as postdigital logic of repetition circulated in everyday life and production of space. Wanghong in our conception is not just a noun but also an adjective, appearing in front of a number of objects and spaces(from clothing brands, beverages, to restaurants, art galleries), therefore also a logic of repetition. The postdigital refers to the fact that the dichotomy between online and offline practices but rather a membrane-like continuity between the two. The logic of repetition refers to that the production of space(from design to spatial practices) replicates itself, and that algorithmic governance shapes postdigial everyday life. This essay is divided into three major parts, respectively on the conceptual network of wanghong, standardized production of wanghong space, and the role of wanghong in algorithmic governance.