春节红包仪式的“数字化”与“逆数字化”——基于NVivo12的扎根研究

"Digitalization" and "Anti-Digitalization" of Red Packet Ceremony in Spring Festival

新媒体时代,诸多传统节日文化习俗一方面在数字技术的渗透下纷纷开启了数字化的漂移之旅,但另一方面亦会因自身强大的文化根系而与这种趋势展开激烈缠斗。本文基于NVivo12质性分析软件进行的数据分析,通过扎根理论对数字环境下的春节红包文化进行考察。研究发现,春节红包仪式的地方风俗、交际规则、伦理秩序及传统意义形塑了一种礼俗社会的文化秩序。面对数字技术的秩序重塑,春节红包呈现了数字理性与情感自觉的实践张力。对社交媒体数字红包的功能考量,以及个人化的选择偏好,最终导致了“数字化”和“逆数字化”这两种相互抵牾的实践选择结果同时存在。传统文化与数字技术之间的激烈拉锯,恰恰揭示了人身上无法被文明理性进化所麻痹、抹除的情感道德,这为人们加速迈进全面理性保留了必要的回溯余地。

In the new media era,traditional festive customs,deeply rooted in pre-modern society,are navigating a dual path:digital integration and cultural resistance.Utilizing NVivo12 for qualitative analysis,this study delves into the digital transformation of"red packet culture"during the Spring Festival through grounded theory.Key findings highlight how local customs,communication norms,ethical frameworks,and the traditional significance of red packet exchanges have historically constituted the cultural fabric of ritualistic societies.Amidst digital transformation,there emerges a dynamic interplay between digital rationality and emotional consciousness,fueled by the opposing forces of"incorporation"and"counteraction."Analysis of digital red packets'role in social media and individual preferences uncovers a dichotomy in practice:a simultaneous trend towards"digital conformity"and"digital resistance."This conflict between traditional values and digital innovation underscores an enduring emotional morality within individuals,resistant to the homogenizing effects of civilization's progress and rational thought,safeguarding a vital space for reflective nostalgia in the rush towards a fully rationalized future.