技术的魅惑:育儿市场化中的焦虑生产与反生产

The Enchantment of Technology:Anxious Production and Counterproduction in the Marketization of Childcare

育儿焦虑是母职领域的重要研究议题,既有研究大多将育儿市场化当作叙事背景,并未对其运作方式做详细考察。事实上,市场主体已将技术作为联通公域与私域的桥梁,有意识地生产育儿焦虑。将市场主体纳入分析视野,能够补充母职研究的缺憾。市场主体的技术应用大致可以分为三种:传播技术、社群技术和生产技术。传播技术以意义和行动为轴,将育儿焦虑传递给家长群体,再利用社群技术打造“流量池”,将社群中的人转化为数据,最后利用生产技术促成消费,进行“收割”。三种技术相互配合、循环使用,不仅能够生产育儿焦虑,也可能在数据和流量的裹挟下遭遇焦虑反生产,影响市场主体的兴衰存亡,这个过程可以称之为“技术的魅惑”。在“双减”政策的新制度环境下,颠覆数据王国、解除育儿焦虑、回归教育本心,将是一个重要的发展方向。

Childcare anxiety is an important research object in the field of motherhood. Most of the existing results took the marketization of childcare as a narrative background but didn’t make detailed investigations of its operation mode. In fact, market entities have used technology as a bridge between the public and private domains,consciously producing childcare anxiety. Bringing it into the analytical perspective, which can supplement the shortcomings of research on motherhood and contribute wisdom from another direction. The technology applications of market entities can be roughly divided into three types: communication technology, community technology, and production technology. Communication technology uses meaning and action as the axis to pass childcare anxiety to parent groups, and then uses community technology to create a “flow pool” that converts people in the community into data, and finally uses production technology to harvest and promote consumption. The three technologies are coordinated and cyclically used. Not only can they produce childcare anxiety, but they may also encounter counterproduction of anxiety under the coercion of data and traffic, affecting the rise and fall of market entities. This process can be called “the enchantment of technology”. Under the new system environment of the “double reduction” policy,it will be an important development direction to subvert the kingdom of data, relieve the anxiety of parenting, and return to the heart of education.