礼物关系视域下的“互惠三角”——以互联网月捐为例

“Reciprocal Triangle”from the Perspective of Gift Relationship:A Study of Online Monthly Donation

本文以新兴的互联网月捐为研究对象,从礼物研究的视角分析月捐人与公益组织的互动关系。研究发现,公益组织通过清晰化、社群化、具象化策略建构组织与月捐人之间均衡的礼物关系;捐赠方、受赠方/施助方、受助方共同组成互相关联的“互惠三角”,月捐人以自我、服务对象和行业为导向的三重视角进入礼物关系,实现三方的礼物循环。月捐中的“赠而有报”体现了公私平衡,该逻辑在当下有助于个体持续参与公共事业和实现社会团结。

This article focuses on the emerging practice of online monthly donation and analyzes the interaction between donors and non-profit organizations from the perspective of gift theory.The study finds that non-profit organizations construct a balanced gift relationship with monthly donors through the strategies of clarification,community-building,and concretization.Donors,recipients/givers,and beneficiaries jointly form an interconnected“reciprocity triangle”.Monthly donors get involved in the gift relationship and realize the circulation of gifts through self-focused,beneficiary-focused and industry-focused perspectives.“Giving with a return”in monthly donations reflects a balance between public and private interests.This logic encourages constant individual participation in public affairs and fosters social solidarity in the current context.