公众参与、“双重”商业化与数字时代公共价值的生成与转移——以短视频平台为例

Mass Participation,Two-tier Commercialization,and the Becoming and Shifting of Public Values in the Digital Era:Taking Short-video Platforms as an Example

本研究以短视频平台为例,论述了数字时代公共价值的生成与转移机制。从较长时段的当前史视角来看,数字时代的公共价值,是在媒介技术演进机制、逐利的欲望机器与公众的社会交往机器三者之间的深度关联之后,所形成的大规模公众参与的数字文化实践中生成的;而它们三者之间的内在张力又使得大规模公众参与的数字文化实践随着技术媒介形式和媒介平台的更迭,不断以块茎式、游牧式的方式生成与转移,从而构成了数字时代不断延伸的公共价值"逃逸线"。在这个过程中,商业化因素对数字平台公共价值兼具构建性和耗散性效应,因而也是数字时代公共价值生成与转移的重要要素,对其复合作用的评价需要超出单纯的拒斥或赞誉这两种常见的态度。本研究通过对数字时代公共价值生成与转移机制的论述,进一步明确了大规模公众参与的人民性、公共性与社会建构性,从另一个侧面重申了公众参与的重要价值。

Taking short-video sharing platforms as an example,this article tries to illustrate an apparatus entailing the becoming and shifting of public values in the digital era.This article posits that,from a relatively long-term perspective of current history,the public values in the digital era emerge from the mass-participated digital cultural practices which are shaped by the deep remixability between the evolving apparatus of technical media,the profit-seeking desiring machines of capital and people,and the socio-communicational desiring machine of the public.The tension between the three apparatus and machines also incurs the rhizome-like,nomadic emergences and transferences of the mass-participated digital cultural practices,along with the shifts of the techno-media forms and platforms.The traces of these rhizome-like,nomadic emergences and transferences,therefore,form a“line of flight”(ligne de fuite)of the public values in the digital era.In this process,the commercialization adheres to and inheres in the digital platforms entails both constructive and deconstructive effects to the public values of these platforms,hence an important actant involved in the becoming and shifting of the public values.The evaluation of this intricate entanglement calls for more sophisticated approaches than the common rejection or praise.With this argument,this article also tries to further specify the peopleness,publicness and social constructiveness of mass participation,and to reaffirm the import of the mass participation at large.