包容性同侪生产:数字内容平台生态系统治理的价值取向与路径选择

Inclusive Peer Production:Value Orientations and Path Choices for the Governance of Digital Content Platform Ecosystems

社会深度数字化转型让数量庞大、禀赋多样的市场人群成为数字内容平台生态系统的参与者。用户差异性扩大使得新型数字鸿沟问题突出,而用户基数增加使得平台生态系统具备了显著外部性并进一步放大了数字鸿沟的影响范围。基于可供性理论,通过探索数字内容生产中同侪生产模式如何嵌入包容性价值主张,进一步促进同侪生产模式基本构成与治理路径的共同调整。以快手为案例,对商业实践中已经开始发端的数字内容平台生态系统的包容性治理进行系统性剖析,形成“包容性同侪生产”。结果发现:在数字内容平台生态系统中,数字内容的同侪生产需要纳入包容性价值主张,在以市场和社会逻辑为核心的价值主张之间不断进行动态变化,完成价值共创和共享;提升技术包容度和用户包容度是包容性同侪生产的两种治理路径;生态系统中的平台和用户互动是包容性同侪生产能够实现包容性发展的关键机制。包容性同侪生产是用户自发行动、平台理性设计与同步调整而形成的在线内容生产模式,更好地适应了数字内容平台生态系统快速发展而带来的外部性风险;同时深化了现有研究对数字内容平台生态系统中用户之间、用户与平台的关系认知,拓宽了平台生态系统价值主张和包容性发展的研究进路,推动了同侪生产与包容性发展之间的共演。

The peer production model of co-creating information,knowledge,and economic value will transform from the opaque,top-down business model,to a transparent and democratic structure.The digital transformation of society allows many market populations with diverse endowments to become participants in the digital content platform ecosystem.With the deep integration of the digital content platform ecosystem in social life,the existing peer production model faces the digital divides caused by the indiscriminate treatment of user differences.These digital divides would be further amplified by the proliferation of the user base,resulting in a wide range of negative externality spillover.The digital divides are accentuated by the expansion of user differentiation,while the increase in the user base gives the platform ecosystem a significant externality and further amplifies the impact of the digital divide.When platforms are deeply embedded in society and generate significant externalities,it is necessary to fully consider whether BoP groups with insufficient innate skills,abilities,resources,and other endowments can have equal access to development opportunities.This study introduces the affordance theory into the peer production process to explain how the peer production model of the digital content platform ecosystem can achieve inclusive value orientation through inclusive governance of the technology object and the user subject.From the perspective of affordance,technology provides entities for users,while users need to have the corresponding usage ability and experience,etc.in order to fully utilize the functions of technology.For the digital content platform ecosystem,availability is the potential behavioral possibilities offered by digital content technologies relative to specific users,and user activities are based on the technology design,which in turn depends inversely on the development of user activities to achieve its design purpose.Based on affordance theory,this study explores how peer production models in digital content production embed inclusive value propositions,further contributing to the co-alignment of the basic components of peer production models and governance paths.This study uses Kuaishou as a case study to systematically analyze the inclusive governance of the digital content platform ecosystem that has begun to develop in business practice,forming"inclusive peer production".The study finds that:in the digital content platform ecosystem,the peer production of digital content needs to incorporate an inclusive value proposition and continuously change dynamically between value propositions centred on the market and social logics to accomplish value co-creation and sharing;enhancing technological inclusiveness and user inclusiveness are two governance paths for inclusive peer production;the interaction between platforms and users in the ecosystem is a key mechanism for inclusive peer production to The interaction between platforms and users in the ecosystem is a key mechanism for inclusive peer production to achieve inclusive development.Inclusive peer production is an online content production model formed by users'spontaneous actions and platforms'rational design and simultaneous adjustment,which better adapts to the risks of externalities brought by the rapid development of the digital content platform ecosystem.In the matching and connecting stage:When the platform establishes matching and connecting supply and demand resources(original content resources and online attention resources)for users,it mainly ensures that applications can reach more users by expanding user scale and increasing user types,and enhances the diversification of supply and demand resources,so that a large number of long-tail resources can be pooled within the platform and the possibility of matching between long-tail demands can be increased.User size and user type can bring data value to the platform.User demand can form trace data(including types of likes,types of comments,screen touch,device positioning,length of stay,complete play rate,etc.)through users'online behavior and feedback to the platform,which enables the platform to provide more accurate content distribution and recommendations for them.After frequent and deep participation in content creation and sharing,users will understand their own needs more deeply and accumulate a lot of front-line experience to give feedback to the platform,and user opinion collection can inspire users to create innovative and user-driven designs,which will optimize and improve the platform for market orientation.