网络平台媒介逻辑及其制度化建构

The Media Logic of Network Platform and Its Institutionalized Practice

在平台逐渐渗透公众日常生活的社会背景之下,平台已不可被简单理解为中介,而应被视为拥有一整套制度规则的独立机构实体。人们越来越多地依据平台资本所制定的媒介逻辑展开日常生活实践,并生成一种全新的“平台制度化实践”。平台制度化实践是用户主动以平台媒介逻辑为参照系,将平台空间中开展的媒介文化生产延伸至日常生活实践之中,用户实践愈加依赖、迁就平台制度,最终生成以平台为中心的程式化、可预期和标准化的实践模式。平台制度化实践使得社会结构呈现再结构化的趋势,包括时空结构再造后的再结构化,公众日常生活方式的重构,形塑新的社会交往、社会秩序和社会权力结构。最终,平台制度化实践构建出一种“可编程”的新型数字社会形态。

Under the social background of the gradual penetration of the platform into the people’s daily life,the platform can no longer be simply understood as a medium and more people carry out daily life practice based on the media logic formulated by platform capital,and generate a new“platform institutionalized mode”which users actively take the platform media logic as the reference frame to extend the media culture production carried out in the platform space into the daily life practice.User practice increasingly relies on and adapts to the platform system,and finally generates a platform-centered,stylized,predictable and standardized practice mode.The“platform institutionalized practice”makes the social structure present a trend of re-structure,including the re-structure after the reconstruction of the space-time structure,the reconstruction of the public’s daily life style,and the formation of new social exchanges,social order and social power structure.Finally,the“platform institutionalized practice”builds a“programmable”new form of digital society.