摘要
随着互联网超级平台的崛起和日渐深嵌于我们的日常生活中,数据、算法、流量正在以看不见的方式主宰现实社会,也带来了数字鸿沟的新变种--流量鸿沟。在“新农人”短视频创作和直播比较活跃的平台快手,流量鸿沟是平台对流量分配机制不平等造成的,包括数字内容生产者的可见性、不同创作主体对流量分配规则的可知性、不同利益主体在流量转益中的可得性三方面的数字不平等。流量鸿沟反映了数字公平要求“去中心化”与平台资本必然“中心化”之间不可调和的矛盾。流量分配规则不透明和集权导致的流量鸿沟使平台中介过程成为逐渐失控的数字化干扰力,在加深“新农人”和乡村流量迷思的同时,有碍于数字公平,也是我国建设普惠数字社区、数字中国必须面对的新问题。
With the rise of Internet super platforms and increasingly embedded in our daily lives,data,algorithms,and traffic are dominating the real society in an invisible way,and it has also brought a new variant of the digital divide—the traffic divide.In Kuaishou,a platform with active short video creation and live broadcasting of“new farmers”,the traffic divide is caused by the unequal distribution mechanism of the platform for traffic,including the visibility of digital content producers,the knowability of different creative subjects on traffic distribution rules,and the availability of different stakeholders in traffic profit.The traffic divide reflects the irreconcilable contradiction between the“decentralization”required by digital equity and the inevitable“centralization”of platform capital.Due to the traffic divide caused by the opaque and centralized traffic distribution rules,the digital interference force that is gradually out of control in the process of platform mediation is not only deepening the“new farmers”and rural areas traffic myths,but also hindering digital equity,and it is also a new dilemma that China must face in the construction of inclusive digital communities and digital China.
作者
马中红
吴映秋
Ma Zhonghong;Wu Yingqiu
出处
《媒介批评》
2023年第2期19-39,共21页
Media Criticism
关键词
流量鸿沟
数字鸿沟
数字公平
平台
快手
“新农人”
Traffic Divide
Digital Divide
Digital Equity
Platform
Kuaishou
“New Farmers”
作者简介
马中红,苏州大学传媒学院教授、博士生导师;吴映秋,苏州城市学院城市文化与传播学院讲师。
