摘要
跨境电商作为数字平台的实践活动,正在成为平台媒介研究的重要对象,本文从基础设施理论视角出发,重新审视媒介实践中的“数据”意涵,探究数据如何通过“养殖”,进而成为平台主体交往的基础设施过程。通过参与式观察与深度访谈发现,跨境电商实践中的大数据作为平台背后的重要技术支撑,一方面,平台智能化捕捉个体表面行为习惯形成算法;另一方面,数据作为算法的运算基础不断加持算法实践。跨境电商将“养数据”作为与平台抗衡的手段,在平台劳动中通过“养词”“养号”“养权重”等方式,形成基于数据商业化的传播与变现,形塑以数据为导向的反向规训,同构平台主体运作的基础性关系。
As a practical activity of digital platforms,cross-border e-commerce is becoming an important object of platform media research.From the perspective of infrastructure theory,this paper re-examines the meaning of“data”in media practice,and explores how data can be“breeded”and then become the infrastructure process of platform subject interaction.Through participatory observation and in-depth interviews,this paper found that big data in cross-border ecommerce practice serves as an important technical support behind the platform.On the one hand,the platform intelligently captures individual surface behaviors and habits to form algorithms;on the other hand,data as the operating basis for algorithms continues to support algorithm practice.Cross-border e-commerce uses“raising data”as a means to compete with the platform,and forms the dissemination and realization based on data commercialization through“raising words”,“raising numbers”,and“raising weights”in the platform labor,and shapes the use of data.Oriented reverse discipline,the basic relationship of the operation of the main body of the isomorphic platform.
作者
许天敏
林颖
Xu Tianmin;Lin Ying
出处
《中国网络传播研究》
2023年第2期184-203,221-222,共22页
China Computer-Mediated Communication Studies
关键词
数据
数字基础设施
平台
跨境电商
data
digital infrastructure
platform
cross-border e-commerce
