生态环保理念下“种树”玩工休闲劳动的持续机制研究

Cultural Domestication:The Sustaining Mechanism of Leisure Laboring about"Tree Planting"

在数字化的“种树”过程中,“蚂蚁森林”游戏玩家已然成为一种新型的“数字玩工”。本文提出“文化驯化”的概念,从社会整体意识层面揭示玩家持续劳动的深层机制和文化动因,通过参与式观察与深度访谈方法,考察该用户群体的休闲劳动过程和持续劳动机制。研究发现,商业公司将“蚂蚁森林”设计成兼具娱乐性和公益性的游戏形式,实质上却是商品逻辑下的“种树”玩工;同时,商业公司借用国家生态环保话语促进商业运作,推动国家政策话语、商业利益与玩家三方力量得以汇集。

In the process of digital planting trees,players of Ant Forest have become a new type of"digital playbour".This paper studies this user group through participatory observation and depth interviews,starting from theories of digital labor and digital playbour,and examining the process of leisure labor and the Continuous mechanism.The study shows that the commercial company designed the Ant Forest as a game with both entertainment and public interest.The players are trained to"plant trees"under the constraints of time control and Ceremonial commendation,and play an active role through cross-platform social cooperation,black trading and Technical plugin.At the same time,commercial companies use the national ecological and environmental protection discourse to disguise the commercial logic,ultimately forming a tripartite conspiracy among the national policy discourse,commercial interests and players.This paper proposes the concept of"Cultural Domestication",examines the deep mechanism and cultural agent of digital laboring based on the overall social consciousness,thus,advances the understanding of the research on Communication Political Economy and Digital Labor in China.