召唤、同化与分化:读书博主的媒介化劳动过程研究

Summon, Assimilation and Differentiation : a Study on the Mediated Labor Process of Book Bloggers

从媒介化理论与劳动过程理论的视角出发,探讨小红书读书博主媒介化劳动过程中的劳动控制和主体策略如何展开。通过在线观察和深度访谈发现:读书博主的入场动机是兴趣,持续劳动的动力则来源于围绕书制造的想象游戏。互联网平台通过同化机制实现了对读书博主的劳动控制,但读书博主接受同化机制的动力源于媒介技术作用下的可见性追求与圈层聚合。面对同化规训和劳动控制网络,读书博主的主体性策略是动态多元的,整体呈现认同-参与、认同-退出、不认同-参与以及不认同-退出4种不同的“态度-行为”模式,并实施了欲望升级、欲望降级、情感代偿和个体脱嵌4种差异化主体策略。

From the perspective of mediated theory and labor process theory,this study discusses how to develop the labor control and subject strategy in the process of mediated labor of Xiaohongshu book blogger.Through online observation and in-depth interviews,this study found that the motivation of book bloggers is interest,while the motivation of continuous labor comes from the imaginative games created around books.The Internet platform realizes the labor control of book bloggers through the assimilation mechanism,but the power of book bloggers to accept the assimilation mechanism stems from the pursuit of visibility and circle aggregation under the influence of mediated technology.In the face of assimilation discipline and labor control network,the subjectivity strategy of book bloggers is dynamic and diverse,showing four different“attitudebehavior”models of identity-participation,identity-withdrawal,non-identity-participation and nonidentity-withdrawal as a whole,and implementing four differentiated subjectivity strategies of desire upgrading,desire degradation,emotional compensation and individual disembedding.