网络社群的形成与发展演化机制研究:基于“帝吧”的发展史考察

The Formation, Development and Evolution Mechanism of Online Community: Based on the Case Study of DiBa Community

网络社群化生活已变为当下中国社会的重要事实,对经济、政治和社会等领域产生了广泛影响,关于网络社群的形成机制、发展动力和演化变迁等问题亟待深入研究。基于百度贴吧"帝吧"的典型案例追踪研究,文章发现:媒介技术、话题事件与结构情境能否在特定事件活动中实现关联耦合,并催生一种新的互动模式,是解释网络社群形成与维续能力差异的主要机制;网络社群发展的内在动力机制来自于身份认同与群体规范的制度内生过程,以及能否由此形成一种显性的社群亚文化;网络社群的演化变迁,一方面源自人数规模过快增长所引起的群体结构分化而导致原有社群整合机制的失效,另一方面受到外部制度环境变化的影响以及特殊事件或集体行动的催化作用。

Online community has become an important phenomenon in current Chinese society,which has multi-dimensional effects on economic,political and social fields.However,the formation mechanism,the developmental dynamics and the evolution trend of online community are still not very clear both theoretically and empirically.Based on the case study of Diba,the Baidu largest social media online group,this study found:the coupling effect shaped by a stable interactive mode from media technology and the topic/event in specific social structure and context is the crucial factor of online community formation and continuation;the internal dynamic mechanism of online community development is the construction of group identity and norms,especially through the institutionalization process of community subculture;the evolution of online community is driven by two forces:the community inner structure differentiation caused by group member expansion,which result in the weakness or failure of the original group identity and norms,and the combustion effect result from the unintended consequence of special events and online collective action.