资本重构与价值增值:互联网公司电影生产与票房间关系的实证研究

Capital Reconstruction and Value Increment:An Empirical study of the Relationship Between Internet Company's Movie Production and Box Office Performance

从社会学家布迪厄的"资本"理论出发,以在中国内地市场公映的212部剧情片为样本,通过对影片海报进行内容分析,建构结构方程模型,探究了电影生产场域中新出现的行动者——互联网公司如何运用多类资本实现价值增值。研究结果发现:有互联网公司参与生产的电影所获得的票房收益更高。互联网公司以经济资本和可量化的文化资本为中介拉动票房,实现价值增值,而可量化的文化资本又由其占有的经济资本和社会资本转换而来。相较于传统电影生产机构,互联网公司的优势资本为经济资本和受众相关社会资本,其中,通过在线平台与受众建立的连接关系以及由此积累的用户数据为其独有资本类型,而与创作相关的文化资本则是其短板。当互联网公司进入传媒生产场域后,对"何为关键资本"进行了重构,将文化资本量化,并与受众行为数据勾连在一起。重构后的优势资本呈现不均衡分布,场域中易出现赢者通吃的"马太效应"。

From sociologist Bourdieu's theory of"capital", this study tests a comprehensive dataset of 212 movies which were released in the Chinese domestic market through the study of the content analysis of movie posters, structural equation modeling and explores the new movie production domain actors-how Internet companies use all kinds of capital achieved increment of value. Results reveal the positive mediating effect of digital companies' involvement on box office performance, which is intervened by the financial capital and the cultural capital. And the latter is transformed from the financial capital and the social capital related to audiences. The discussion section of our study points out that compared with the traditional film production, the Internet companies outweighs traditional ones in economic capital and audience related social capital, and among which, the particular type of capital lies in the connection relationship established with the audience and user data accumulated from online platforms. However, the cultural capital related to creation is its drawback. Based on these conclusions, we argue that after entered the film production field, the digital companies reconstructed the criteria of"what is the key capital", using the audience data to quantified the cultural capital. The audience data is controlled by digital giants, due to their financial power and the technology strength. Therefore, the capital, which brought economic benefits to digital giants, might lead to the Matthew Effect.