“流量”作为一种技术环境:中立逻辑与本土实践

"Web Traffic"as a Technological Environment:Neutrality Logic and Local Practices

从“数字化生存”到“数字化繁荣”,流量成为当今最突出的技术环境表征与具象化存在,既推动“物的消费”向“符号消费”转型,也促使信息数据和货币资本无需中介地转化,在影响个体行动与社会秩序重构的过程中成为互联网场域的关键通货。流量在塑造了一种新的社会整合及运行秩序的同时,也带来了数字资本主义的新批判路径,即量化一切所带来的生产性权力的隐喻和消极后果。然而,流量首先是技术的产物,也是互联网商业体系和货币流通亟需的新标准。以技术中立的逻辑重新审视流量,在与流量必然性共存的前提下,需要顶层设计来破除商业平台的流量收割,以彰显社会公器之益。

Transitioning from“digital survival”to“digital prosperity,”web traffic has become the most prominent characterization and concrete existence of today's technological environment.It not only drives the transformation from"consumption of goods"to"consumption of symbols"but also facilitates the direct conver⁃sion of information data and monetary capital,becoming a key currency in the internet domain that influences individual actions and the restructuring of social order.While traffic shapes a new form of social integration and operational order,it also introduces new pathways for critiquing digital capitalism—namely,the metaphor and negative consequences of quantifying everything as a form of productive power.However,traffic is primari⁃ly a product of technology and a new standard urgently needed by the internet business system and monetary circulation.It’s necessary to reevaluate traffic from a technologically neutral logic.On the premise of coexis⁃tence with traffic inevitability,top-level design is needed to break the traffic harvesting by commercial plat⁃forms,and to highlight the benefits of social public utilities.