“资本的社会炼金术”:互联网语境下传媒人转型创业的话语实践分析

"Social Alchemy of Capital" :Analysis of the Discourse Practice of Media People’s Transformation and Entrepreneurship in the Context of Internet

传媒人的转型创业是当今社会变革和时代变迁的一个重要切口。本文针对传媒人转型创业的话语实践及行动实践进行社会学分析,旨在发掘和探讨互联网语境下传媒人'为何''以何'及'如何'转型创业的问题。研究发现,在当前中国语境下,'互联网+'行动计划的顶层设计为传媒人开启了职业流动的结构性机会,与此同时,技术之变、体制之囿、经济之困、理想之光和情怀之梦这五种因素交织在一起,共同驱动着传媒人做出转型创业的抉择和行动。研究还发现,作为一种社会学隐喻,'资本的社会炼金术'形塑了互联网语境下传媒人转型创业的话语实践和行动逻辑。从本质上来看,这是传媒人基于资本考量的一种策略性实践。

The transformation and entrepreneurship of media people is an important incision of today’s social reforms and changing times.This paper focuses on discourse practices and action practices of media people’s transformation and entrepreneurship,and aims to explore media people'why','what'and'how'to transform and pioneer in the internet context.The study finds that in the current Chinese context,the top-level design of the'Internet+'action plan opens up structural opportunities of career mobility for media people.At the same time,five factors of technological change,systemic constraint,economic difficulties,ideal light and dreams of feelings are intertwined,which together drive media people to make choices and actions for transformation and entrepreneurship.The research also finds that,as a sociological metaphor,'social alchemy of capital'constitutes the discourse practice and behavioral logic of the transformation and entrepreneurship of media people in the context of Internet.In essence,this is a strategic practice of media people based on capital considerations.