【硕士生成果】鲁力:SNS网站的文化赋权研究:以豆瓣网为例

Cultural Empowerment Potential of SNS: A Case Study of Douban.com

摘要
作为一个典型的Web2.0网站,豆瓣网综合了文化媒介内容推荐系统和社会网络服务,凭藉先进的设计思想和有效的运营,逐渐在站内形成一个复杂的自组织信息系统,表现出社会性媒体(social media)和社会网络服务(social networking service)的多种特性,具有从多方面影响用户文化行为的丰富潜能。

本研究提出的主要的研究问题是,用户是否能凭藉豆瓣网为用户提供的丰富的基于过往文化兴趣偏好和社会网络关系数据协同过滤产生的文化信息和服务来优化自己的阅听行为和文化活动参与,乃至逐渐拓展自己的文化视野,拓宽自己的社会交往范围,并更多地参与到现实中的文化活动中去.

本研究在梳理了Web2.0,社会性软件,SNS等概念之后,分析了这一轮网络技术应用的现象和原理,并在回顾现有研究文献的基础上提出了从文化赋权的角度考察豆瓣网这一社会网络服务网站的全新视角。

笔者采用了在线调查问卷和深度访谈的方式获取数据,从用户的角度对豆瓣网用户的使用体验和实际效果进行了评估。并结合用户的原初文化资本,从个人的阅听行为,文化活动参与,及社会关系等方面判断了豆瓣网在文化赋权方面的可能性。

笔者根据豆瓣网的各种具体使用行为创建了豆瓣使用程度的量表,并据此定义了变量:豆瓣使用卷入程度,用以反映用户参与豆瓣网的程度。研究表明,豆瓣使用卷入程度越高的人,在阅听行为和活动参与方面的获益越大;文化信息知晓程度越低的人获益越大。学历高低与获益程度无关。文化活动参与方面,学历越高的人,越经常地参与文化活动;豆瓣使用卷入程度越高的人,越经常参与豆瓣同城活动。而对于大部分用户来说,豆瓣有助于他们寻找和建立一个新的文化生活圈子,并提供了一个共同参与文化活动的社区平台,而不仅仅是作为原来生活圈子联系和讨论的工具。

关键词: Web 2.0﹑ SNS ﹑ 豆瓣网﹑ 文化赋权

Abstract
As a typical web2.0 website, douban.com encompassed cultural media content recommendation system and SNS (social networking service). With advanced design ideas and effective operations, a complex self-organized information system has formed within the website. The website shows diverse characteristics of social media and social networking service that can potentially affect the users’ cultural behavior in various aspects.

The present study attempts to answer the following question: whether users of douban can optimize their media content consumption behavior and cultural activity participation based on douban.com’s collaboratively filter, i.e. their historical cultural preference and social network statistics. Furthermore, with the aid of new media techniques, would users be able to gradually broaden their cultural horizons, and thereby enlarge the scope of their social contacts, and get more involved in cultural activities offline.

In this study, I first analyze the concept of Web2.0, Social Software, and SNS from the description of the phenomenon to the basic principles. After reviewing existing literature, I raise a new perspective on examining SNS from the angle of cultural empowerment.

During the data collection period of this study, online surveys and in-depth interviews were conducted to acquire statistical information. Then user experiences and the actual effects were assessed. With the original cultural capital of the users in perspective, douban.com’s potential in cultural empowerment was thoroughly examined from users’ media content consumption, cultural activity participation, and social contacts.

The term Douban Usage Intensity Scale was created in order to obtain a measure of Douban usage, a variable called Degree of Douban Involvement (DDI) was defined accordingly. Correlation analyses conducted on results from a survey of douban users (N=170) and in-depth interviews from 10 subjects suggest a strong association between DDI and cultural benefit. In addition, users with less cultural information knowledge get greater benefit, and no association between level of education and degree of benefit was detected. For most users, douban is not simply a tool to maintain their existing social networks, but also a means that helps them find, explore, and construct new cultural communities.

学术成果概要:

1、受Bourdieu关于文化资本,文化与权力的关系的论述启发,硕士论文《SNS网站的文化赋权研究:以豆瓣网为例》采用定量和定性相结合的方法,探讨了以豆瓣为个案的SNS网站在文化赋权方面的可能性。
2、《中医在全球化过程中是如何被边缘化的》从全球化的角度,通过回溯历史上三次中西医论争的史实,从文化思想和制度变迁的层面说明全球化过程中地方性知识是如何被边缘化的,并试图解答中医被边缘化的原因。
3、《美国网上政治参与研究综述》简述了美国网上政治参与研究的现状。


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