网络文化中的“圈地自萌”现象与治理难题

Moe Element Consumption Among Online Circles and Its Governance Challenges

网络社群基于“圈地”的“自萌”行为让当代中国网络文化充满生机,但其间网络文艺与传统文艺的本质性区别也须引起注意。基于东浩纪的“数据库消费”理论,对网络社群“圈地”的社会性因素与“自萌”的表现进行深入分析,可以发现,基于“萌要素数据库”的社群消费消解了现实主义宏大叙事,“需求—满足”闭环下网络社群内部达成的共识反而使全社会范围凝聚共识失去同一现实的根基。这两点都给网络文化治理带来新的难题。面对网络社群的“去政治化”消费,主流话语的“卖萌”面临两难。能否获得网络文化领导权,不仅要关注主流话语是否“破圈”,更须讨论“破圈”后的“萌化政治”在何种程度及维度上有效。仅在道德层面要求或期待个体自律无法解决根本问题,还须化解“圈地”的社会性因素,在根本上引导全社会以更宽容的、建设性的态度对待网络文化现象及其文艺作品,构建理性而健康的网络生态环境。

Moe element consumption among online circles makes the essential difference between online art culture and traditional art culture. According to Hiroki Azuma’s “database animals” theory, it observed that various user-generated groups and their moe element consumption behaviors bring difficulties to China’s online cultural governance. Moe element consumption among online circles makes contemporary Chinese network culture full of vitality, but the essential differences between network literature and traditional literature should also be noted.