摘要
嵌入是新经济社会学研究的核心问题。文章借用马克·格兰诺维特(Mark Granovetter)提出的"嵌入理论",主要探讨一种"嵌"入在微信公众平台中的新型公司形态——虚拟公司,并以"吴晓波频道"为例,从结构性嵌入和关系性嵌入两个层面进行个案分析,继而管窥出虚拟公司的组织形态、表现特征及运营模式。发现"嵌"入在微信公众平台中的虚拟公司,有助于我们重新审视这一新兴媒介平台,为当下中国新闻界传统媒体集体转型提供一条新思路,也为传统媒体人及其团队借助互联网思维实现"虚拟化生存"探索一条新路径。
Embeddedness is the core issue of new economic sociology.This paper chooses Mark Granovetter’s'embeddedness theory'to discuss a new company pattern(virtual corporation)'embedded'into the WeChat public platform,and takes'Wu Xiaobo’s channel'as an example,analyzing it from the two aspects of structural embeddedness and relational embeddedness,then looking into the organizational form,performance characteristics and operation mode of virtual corporations.The articles find that virtual corporations'embedded'into Wechat help us re-examine this new media platform,providing a new way of thinking about the current collective transformation of traditional media in China,and exploring a new path for people working in traditional media and their teams to realize their'virtual survival'with the help of Internet thinking.
出处
《浙江传媒学院学报》
2017年第2期2-8,14,共8页
Journal of Zhejiang University of Media & Communications
基金
2015年华中科技大学自主创新研究基金项目"社会管理视域下微信传播机制与治理问题研究"的阶段性成果
