数字情境下互动性社会创业叙事与混合价值创造——基于分布式意义建构的解释

Interactive Social Entrepreneurial Narrative in Digital Context and Hybrid Value Creation: An Interpretation Based on Distributed Sensemaking

现有创业叙事理论认为,创业者运用叙事可以获取合法性、克服新创弱性。然而,社会创业者面临更为复杂的挑战,既包括混合身份可能引发的进入合法性难题,也包含混合价值创造中断困境。数字情境下,社会创业叙事呈现出以互动性为主的特征。互动性社会创业叙事是一个从“个体认知建构”逐步扩散到社会“分布式意义建构”的过程,能够有效解决混合价值创造中的难题。本研究通过对快手平台2900个混合截面的社会创业样本进行实证分析,结论如下:(1)以实时响应、反馈调整以及情感连接共鸣为主的互动性社会创业叙事策略能够增强信息传递的时效性、透明度和可信度,动态建构并修正混合身份,强化情感共鸣和集体身份感,有助于社会创业混合价值创造;(2)互动性社会创业叙事策略借助分布式意义建构塑造了各方共同的理解框架,有效推动了社会创新的扩散;(3)社会创业叙事中的积极情感更容易建立情感连接、增强社会共鸣,从而增强互动性社会创业叙事策略对分布式意义建构的促进作用。本研究提出了数字情境下社会创业叙事的新特征和新机制,一方面克服了传统社会创业叙事单向度视角的不足,重构了包括社会创业叙事策略与叙事内容在内的完整框架;另一方面强调了分布式意义建构的重要地位,揭示了跨主体和跨部门的集体意识的形成过程,丰富了意义建构的内容。本研究还为社会创业混合价值创造的理论和实践发展提供了有力的经验证据。

Current theory of entrepreneurial narrative proposes that entrepreneurs can utilize narratives to gain legitimacy and overcome the liability of newness. However, social entrepreneurs face intricate challenges, ranging from the legitimacy dilemma of entrepreneurial entry that can be triggered by hybrid identities to the interruption of hybrid value creation. In digital context, social entrepreneurship narratives predominantly exhibit a characteristic of interactivity. Interactive social entrepreneurs narrative is a process of diffusion from "individual cognitive construction" to social "distributed sensemaking", which can effectively solve the dilemma of hybrid value creation. This study empirically analyses 2,900 social entrepreneurship samples with mixed cross-sections on the Kuaishou platform and concludes the following:(1) interactive social entrepreneurs narrative strategy, characterized by real-time responsiveness, feedback-driven adjustments, and emotional connection and resonance, can enhance the timeliness, transparency, and credibility of information transmission. This approach enables dynamic construction and refinement of hybrid identities, strengthens emotional resonance and a sense of collective identity, thereby contributing to the hybrid value creation in social entrepreneurship;(2) interactive social entrepreneurs narrative strategy leverages distributed sensemaking to shape a common framework of understanding among all parties, effectively promoting the diffusion of social innovation;(3) positive emotions in social entrepreneurship narratives are more likely to establish emotional connections and enhance social resonance, thus enhancing the facilitating effect of interactive social entrepreneurs narrative strategies on distributed sensemaking. This study introduces new characteristics and mechanisms of social entrepreneurship narratives in digital contexts. On one hand, it overcomes the shortcomings of the unidirectional perspective inherent in traditional social entrepreneurship narratives by reconstructing a comprehensive framework that includes both narrative strategies and content. On the other hand, it emphasizes the significant role of distributed sensemaking, revealing the process of collective consciousness formation across different agents and sectors, thus enriching the content of sensemaking. This study also provides strong empirical evidence for the theoretical and practical development of hybrid value creation in social entrepreneurship.