从创意者经济到认同者经济--数字文化产业发展模式的需求侧转型

Identifier Economics:A Demand-side Perspective of Transformation in the Digital Culture Industry

随着深度数字化进程不断推进,数字文化产业发展模式逐渐向需求侧转型,“认同者经济”将成为文化产业发展的核心驱动逻辑。“认同者经济”模式突破了既有研究在数字平台逻辑下就创意生产主体能动性分析得出的“创意者经济”模式,认为“认同”作为贯穿文化产业全产业链的关键,成为我国数字文化产业发展中文化经济活动的核心要素。“认同”激发了内容创作者围绕原创IP的“二度创作”,搭建了多元化的文化传播平台,也为多样化的内容奠定垂直消费市场。在深度数字化背景下,“认同”成为一种全方位、深度化的文化与科技融合底层逻辑,其连接机制使得社会中更为多元的能动者主体性得到识别与确证,“认同者网络”遍布生产、交换、传播、消费的每一个环节,推动文化生产和消费逻辑的新变革。

Identity economy is one of the most important issues in the development of cultural industry under the background of deep digitalization.Based on the upgrading period of digitalized cultural industry,this paper advocates the concept of identifier economy and explains the demand-side transformation of the current digital cultural industry.The framework of identifier economy breaks through the existing creator economy mode,which is structured by the analysis of creative production labor under the operating logic of digital platforms.In contrast,this study claims that identifier economy as the key through the whole industrial chain of cultural industry and becomes the core element of cultural economic activities in the development of digitalized cultural industry.Identity inspires content creators to second create around the original IP,helps build diversified cultural communication platforms,and forms a vertical consumption market for the unique and diversified content circulation.The connection mechanism of digital identity has identified a variety of social actors as well as their unique subjective and identifier network is also widely spread in every link of production,exchange,transmission and consumption in the cultural industry.Identity becomes the underlying logic of the integration of science and technology,which drives new transformations of production and consumption.