内容创作者的非正式劳动:小红书关键意见消费者与营销者、消费品牌和平台的关系定位

Huiran Yi, Lu Xian
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引用次数: 0

摘要

本文对关键意见消费者(KOC)在中国著名社交媒体和电子商务平台小红书(RED)上进行的灵活内容创作进行了批判性研究。通过为期九个月的在线人种学研究,我们发现小红书平台上的关键意见消费者角色的产生是以内容创作者、营销者、消费品牌(企业)和平台等多方利益相关者之间的互动和协商为前提的。KOC 是 RED 影响力营销战术中的重要角色,他们放大了平台上流行的世俗和日常生活内容。他们在与其他利益相关者的三角关系中游刃有余,以获得制作广告内容的经济机会,然而,制作这些内容所涉及的劳动却被刻意掩盖,使其看起来像是为了营销活动而发布的自发、普通的用户帖子。同时,他们工作的商业价值往往被低估,并在企业文书、平台技术机制和商业模式中被遮蔽,导致并强化了对KOC的不充分认可和补偿。我们提出了 "非正式劳动 "的概念,以提供一个新的视角来理解社交媒体行业中不可或缺但却不被认可的内容创作劳动。我们主张对劳动的价值和补偿方式进行因地制宜的均衡考察,并敦促为 KOC 等非正规劳动者提供更好的保护和工作条件。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Informal Labor of Content Creators: Situating Xiaohongshu's Key Opinion Consumers in Relationships to Marketers, Consumer Brands, and the Platform
This paper critically examines flexible content creation conducted by Key Opinion Consumers (KOCs) on a prominent social media and e-commerce platform in China, Xiaohongshu (RED). Drawing on nine-month ethnographic work conducted online, we find that the production of the KOC role on RED is predicated on the interactions and negotiations among multiple stakeholders -- content creators, marketers, consumer brands (corporations), and the platform. KOCs are instrumental in RED influencer marketing tactics and amplify the mundane and daily life content popular on the platform. They navigate the dynamics in the triangulated relations with other stakeholders in order to secure economic opportunities for producing advertorial content, and yet, the labor involved in producing such content is deliberately obscured to make it appear as spontaneous, ordinary user posts for the sake of marketing campaigns. Meanwhile, the commercial value of their work is often underestimated and overshadowed in corporate paperwork, platform technological mechanisms, and business models, resulting in and reinforcing inadequate recognition and compensation of KOCs. We propose the concept of ``informal labor'' to offer a new lens to understand content creation labor that is indispensable yet unrecognized by the social media industry. We advocate for a contextualized and nuanced examination of how labor is valued and compensated and urge for better protections and working conditions for informal laborers like KOCs.
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