起源与扩散:形塑直播平台内容生产的知识研究

Origin and Diffusion:Knowledge Research on Shaping the Content Production of Live Broadcast Platform

知识是理解平台实践的一种富有洞见的理论视角。文章以知识社会学为方法论,基于对业界实践的考察,探讨形塑直播平台内容生产的知识的起源与扩散。知识起源伴随着平台内容生产模式的转变,普通用户的实践知识、传统广播电视的专业知识、MCN机构的官方经验,以及平台技术在资本逻辑规训下形成的算法知识,经过迭代发展最终形成一套内涵相对稳定的知识体系。知识扩散通过不同偏向来形塑平台内容生产,从主体偏向来看,是多元参与和权力博弈驱动的进程;从媒介偏向来看,呈现出具身性、组织化和商品化的特征;从内容偏向来看,存在从业意识形态和具体操作方法两种类型。

Knowledge is an insightful theoretical perspective for understanding platform practices.Based on the methodology of sociology of knowledge and the investigation of industry practices,this paper discusses the origin and diffusion of knowledge in shaping content production of live broadcast platform.The origin of knowledge is accompanied by the transformation of platform content production mode.The practical knowledge of ordinary users,the professional knowledge of traditional radio and television,the official experience of MCN institutions and the algorithmic knowledge formed by platform technology under the discipline of capital logic have finally formed a set of knowledge with relatively stable connotation through iterative development.Knowledge diffusion shapes platform content production through different biases,which is a process driven by multiple participation and power game from the perspective of subject bias.From the perspective of media bias,it presents the characteristics of materiality,organization and commercialization;From the perspective of content bias,there are two types:professional ideology and specific operation methods.