“#”意味着什么?中国社交媒体平台超级标签的多重化身与热点生态制造——对新浪微博2023全年热搜标签的计算分析

What does"#"signify?The Multiple Incarnations of Super Hashtags on Chinese Social Mediaandthe Making of TrendingTopic Ecology

研究回到“‘#’如何形塑了社交媒体平台的热点生态”这一基础性问题,基于《2023年微博热点趋势报告》,系统性地考察作为“内容媒介”、“表征媒介”与“行动媒介”的标签三重化身在热点发生、发酵与调控三个平台热点生态制造的关键节点中的独特作用逻辑。研究发现超级标签特征在热点生态形成的过程中发挥着既存在差异又相互纠缠的化身作用:在“上热搜”的过程中,显性共情、故事化结构与采用细节视角的超级标签制造了平台热点高可见性的启动与循环;“常规、节律与偶然”超级标签形成了对于热点可见性的交替建构仪式。而在“抢热评”的过程中,研究发现了宏大叙事与诉诸情感在超级标签制造舆情过程中的“反叛效果”。最后,在“控热度”的过程中,宏观视角下的带有明显情感倾向的超级标签更容易被用户通过“强化性使用”转化为观点“扩音器”;“隐性情感倾向”的超级标签则更多被行动者应用于规避平台审查的迷因制造;而“替代性使用”则成为了粉丝个人与群体使用“标签便车”进行热度调控的关键性行动策略。研究的重要贡献在于为重新理解中国社交媒体平台超级标签影响平台运行的复杂性与特殊性提供了一个在地化的整合性视角。

This study revisits the fundamental inquiry into"how hashtags shape the ecology of trending topics on social media platforms,"systematically examining the unique role played by hashtags as a"content medium,""representation medium,"and"action medium"in the three crucial nodes of hot spot emergence,amplification,and regulation within the platform's trending topics ecosystem.It is discovered that the multifaceted characteristics of super hashtags contribute to the formation of a differentiated yet interconnected hot spot ecology.During the process of trending,super hashtags with explicit empathy,narrative structure,and detailed perspective initiate and sustain high visibility cycles."Routine and incidental"super hashtags establish an alternating construction ritual for visibility.In the context of driving discussions,the study identifies the"rebellious effect"of grand narratives and emotional appeals in shaping public opinion through super hashtags.Lastly,regarding heat regulation,macroscopically emotional super hashtags tend to transform into amplifiers of viewpoints through user-driven"reinforcement use."Super hashtags with implicit emotional tendencies are more often utilized by actors to create memes to evade platform scrutiny.Additionally,"alternative use"emerges as a primary action strategy for fans to manage heat through individual and group-level utilization of the"hashtag bandwagon."This study significantly contributes by offering a localized integrated perspective to better comprehend the complexity and specificity of the impact of Chinese social media platform super hashtags on platform operations.