小红书与网络公共领域:基于身份认同理论的性别角色再塑分析

Xiaohongshu and the Online Public Sphere:An Analysis of Gender Role Building Based on Identity Theory

在社交媒体兴盛的今天,网络舆论已成为塑造民主意识的核心力量,开放性和言论自由成为公共领域真实性的体现。然而,传统公共领域中的女性议题往往被权力结构所掩盖,缺乏足够的可见度。虽然互联网提供了发声的空间,但性别偏见的根源依然牢固。本研究以小红书为核心,通过身份认同理论,探讨了该平台如何促进女性用户群体的聚合,并通过这一聚合机制在网络公共领域中推动性别角色的多维再塑。小红书借助于个性化偏好分享的推动,深化了用户间的共鸣,为女性创造了表达自我和互动交流的新空间。尽管商业化倾向和内容质量控制构成挑战,以及传统观念对性别平等的限制,小红书展现了其在公共领域实践的潜力,同时为营销策略的创新提供了重要启示。

In the era of flourishing social media,online public opinion has become a pivotal force in shaping democratic consciousness,with openness and freedom of speech serving as hallmarks of authenticity in the public sphere.However,women's issues within the traditional public sphere are often obscured by power structures,leading to insufficient visibility.Despite the internet providing a platform for expression,deep-seated gender biases remain entrenched.This study centers on Xiaohongshu and employs identity recognition theory to examine how the platform fosters the aggregation of female user groups and,through this aggregation mechanism,propels the multidimensional recasting of gender roles within the online public sphere.Xiaohongshu,driven by personalized preference sharing,has intensified the resonance among users,carving out a new space for women to express themselves and engage in interactive communication.Despite challenges posed by commercial tendencies,content quality control,and traditional views that constrain gender equality,Xiaohongshu has demonstrated its potential in the practice of the public sphere.Furthermore,it provides significant insights for the innovation of marketing strategies.