乡村数字公共领域再生产研究——基于腾讯“为村”平台治理的实践考察

Research on the Reproduction of Rural Digital Public Fields:Practical Investigation on Governance Based on Tencents"Village for Village"Platform

在媒介化社会,数字平台已深度嵌入乡村社会的日常生活与政治活动之中,网络与新媒介技术为乡村提供了新的公共性参与平台,村民既可投身现实公民社会,又能共筑数字公共性。研究以实践转向为路径,采取线上参与观察和田野考察相结合的方法,探讨乡村数字平台是如何提供传播交流与沟通的可能。在乡村媒介化场域中,多元主体采取哪些实践传播活动,重点挖掘腾讯“为村”的信息生产、社会交往与意义生成,并进一步分析腾讯“为村”平台建构了何种数字公共领域,分析其何以可能与何以维系的问题。研究发现:作为一种乡村数字平台,腾讯“为村”成为底层发声与资源嫁接的媒介平台,在传统公共空间衰落的困境下,其不仅成为一种媒介符号汇聚的意义空间,更强化了乡土社会关系的情感效能,增强了乡村公共性的再生产。腾讯“为村”塑造了一个村民公开交流、平等对话与共同合作的数字公共领域,通过线上动员、线下征召,实现了一种更有内生性行动力的实践主体。因此,“为村”平台为乡村公共性的再造提供了新的交互空间和媒介环境,从而为塑造一个全新的网络公共领域创造机遇。在乡村振兴背景下,多元治理主体依托新媒介技术赋权,产生了一种“实践内生型”数字公共领域,推动了国家权力、私人权益与公共精神的协调发展,激发了村民媒介展演、情感空间再造与乡村社会秩序重建,也体现了中国乡村数字公共领域建构的非对抗性与实践性特征。在平台共建、关系共治与价值共创的过程中,返乡青年成为重要的媒介行动者,他们在各种传播实践活动中遵循着建构公共性的行动逻辑,重构乡村群体关系网络,实现乡村公共事务的互惠性合作,成为乡村数字公共领域内重要传播节点,从而建构了一个主体协同、合作互动的行动者网络空间,形成一种“国家引导—基层参与—企业协同”的三元互嵌模式。以政府、企业、乡贤为主的人与非人行动者汇聚合力,彼此交织互动博弈,经过理性沟通、相互认同、达成共识、社会实践等多个阶段之后,共同建构乡村数字公共领域,保障了公共领域的良性发展和现代转型。另外,腾讯“为村”平台基于乡村社会关系网络,一定程度上弥补了治理主体缺失、治理行动碎片化的缺陷,推动了社会协商的良好运行。

In a mediated society,digital platforms have been deeply embedded in the daily life and po-litical activities of rural society.The internet and new media technologies provide new public participation platforms for rural areas,allowing villagers to participate in real civil society and jointly build digital public-ness.The research takes a practical approach and adopts a combination of online participation observation and field investigation to explore how rural digital platforms can provide the possibility of communication and dissemination.In the field of rural media,what practical communication activities are adopted by diverse subjects,with a focus on exploring Tencent's information production,social interaction and meaning genera-tion for the"village",and it further analyze what digital public domain Tencent has constructed for the"vil-lage"platform and how it is possible and sustainable.The research has found that as a rural digital platform,Tencents"for the village"has become a media platform for grassroots voice and resource grafting.In the predicament of the decline of traditional public spaces,it has not only become a meaningful space for the convergence of media symbols,but also strengthened the emotional efficacy of rural social relationships and enhanced the reproduction of rural publicness.Tencent has created a digital public domain for villagers to communicate openly,engage in equal dialogue and collaborate together.Through online mobilization and off-line recruitment,it has achieved a more endogenous and effective practical entity.Therefore,the"for the village"platform provides new interactive spaces and media environment for the reconstruction of rural pub-licness,thereby creating opportunities for shaping a new online public domain.In the context of rural revi-talization,the empowerment of multiple governance entities relying on new media technology has created a"practical endogenous"digital public sphere,promoting the coordinated development of national power,pri-vate rights and public spirit,and stimulating the media performance of villagers,emotional space reconstruc-tion and rural social order reconstruction.It also reflects the non-confrontational and practical characteristics of the construction of China's rural digital public sphere.In the process of platform co-construction,relation-ship co-governance and value co-creation,young people returning to their hometowns have become important media actors.They follow the action logic of constructing publicness in various communication practice activ-ities,reconstruct the rural group relationship network,achieve reciprocal cooperation in rural public affairs,and become important communication nodes in the rural digital public field,thus constructing a collaborative and interactive actor network space form a three-way interlocking model of"national guidance—grassroots participation—enterprise collaboration".People and non-human actors,mainly composed of government,enterprises and local elites converge and interact with each other through rational communication,mutual recognition,consensus building,social practice and other stages to jointly construct the rural digital public domain,ensuring the healthy development and modern transformation of the public domain.In addition,Tencents"For Villages"platform is based on the rural social relationship network,which,to some extent,compensates for the deficiencies of governance entities and fragmented governance actions,promoting the good operation of social consultation.It is suggested that future research can attempt to shift the research par-adigm from social criticism to practice,and change the way questions are explored,that is,from"criticism of the public sphere"to"questioning how people use media to practice and construct what kind of digital public sphere".In these subtle practical actions,the evolution of public characteristics and power structures can be discovered.