表演与建构:拟剧理论视角下的百科社群规范

Performance and Construction:A Case Study on the Norm of Encyclopedia Virtual Community

基于“前后台”场景理论和常人方法论,运用网络民族志,参与式观察研究以百度百科文艺组为代表的虚拟社群的表演规范及建构过程。研究发现百科聊天室“后台”存在开放度不同的“中台”与“深后台”。“中台”中的人际交互旨在构建权力关系,“深后台”的人际交互则重在构建亲密关系。两个空间不同的交互目标催生出不同的规范内容。这些规范受到数字平台规定要求与社群成员先觉规范意识影响,又经由“表演行为的暗示作用”“意见领袖的示范作用”“反馈结果重复的次数”三种方式具体构建。建构起的规范既持续规训着成员,又不断被成员打破。“建构”与“解构”两股力量始终相伴相生、交织混杂,动态形塑着社群规范的“当下”,为百度百科词条生产注入源源不断的动力。

Based on the“front and back”scene theory and ordinary human methodology,this paper uses network ethnography and participant observation to study the performance norms and construction process of the virtual community represented by the Baidu encyclopedia art group.The study found that the“backstage”of the encyclopedia chat room has“middle stage”and“deep backstage”with different openness.Interpersonal interaction in“middle stage”aims to build power relations,while interpersonal interaction in“deep backstage”focuses on building intimate relationships.The different interaction goals of the two spaces give rise to different normative content.These norms are affected by the requirements of the digital platform and the perceptual norms of community members,and they are also specifically constructed by three methods:the suggestive role of performance behavior,the exemplary role of opinion leaders,and the number of repetitions of feedback results.The established norms not only continue to discipline members,but are also constantly broken by members.The two forces of“construction”and“deconstruction”have always been accompanied and intertwined,dynamically shaping the“present”of community norms,and injecting continuous impetus into the production of Baidu Encyclopedia entries.