向“网”发展:学者UP主的身份调适与集体形象

Developing Towards the Internet:The Identity Adjustment and Collective Image of Scholar Content Creators

知识数字化传播使网络科普成为部分学者的选择,学者向“网”发展在获得影响力的同时,也引发了对学者身份边界的反思。本研究以B站学者UP主为研究对象,运用NVivo12对多轮访谈的资料进行三级编码,以身份建构的概念工具和理论框架,分析学者向“网”发展的身份调适与集体形象。学者UP主具有复合身份,新的身份边界正在出现。从“纯粹学者”到“学者UP主”的身份调适呈现“回退”“求变”“调和”“融合”的个体差异,在不确定性背后隐含着集体形象的群体性建构。学者向“网”发展既形成了突破体制框架、适应数字传播的集体观念,又秉持珍视学术自由、遵守专业规则的价值规范。拥有复合身份的学者UP主策略性地处理学术文化与网络文化的区隔,向“网”发展而始终“感觉自己是学者”,亲近网络文化而又“反市场化”,保留着学术身份的底色。

Digital dissemination of knowledge has made network science popularization a career option for scholars.The development of scholars towards the Internet has not only made them have influence,but also triggered a reflection on the boundaries of academic identity.This study focuses on Bilibili scholar content creators as the research object,using NVivo12 to perform three-level coding on data from multiple rounds of interviews.Using identity construction as a conceptual tool and theoretical framework,the study analyzes the identity adjustment and collective image of scholars developing towards the Internet.Scholar content creators have multiple identities,and the new identity boundary is emerging.The identity adjustment from“pure scholar”to“scholar content creator”presents individual differences of retreat,change,reconciliation and integration,and the group construction of collective image is implied behind the uncertainty.Scholars developing towards the Internet form the collective concept of breaking through the institutional framework and adapting to digital dissemination,and adhere to the value and norms of cherishing academic freedom and observing professional rules.Scholar content creators with multiple identities strategically deal with the distinction between academic culture and Internet culture.They develop towards the Internet but always“feel that they are scholars”,are close to Internet culture but“Anti market-oriented”,retain the background of academic identity.