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| January 2026 |
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75 |
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| 研究論文Research Articles |
| 女性主義文化生產的平台化：小紅書女性主義意見領袖的層級化可見性勞動 |
| Platformization of Feminist Cultural Production: The Hierarchical Visibility Labor of Feminist Opinion Leaders on Xiaohongshu |
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(39)
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| 作者 |
王鴻坤 |
| Author |
Hongkun WANG |
| 關鍵詞 |
數字勞動、文化生產的平台化、平台可見性、可見性勞動、 女性主義文化 |
| Keywords |
digital labor, platformization of cultural production, platform visibility, visibility labor, feminist culture |
| 摘要 |
本文聚焦小紅書女性主義意見領袖，以平台化機制中的商業邏輯為切入點，描摹她們圍繞平台可見性形成的女性主義文化生產實踐，由此拓展對公共性文化生產的平台化和公共價值導向的內容生產者的數字勞動的討論。本研究提出，小紅書女性主義意見領袖通過層級化的可見性勞動平衡女性主義文化生產過程中商業化與公共性之間的矛盾：一是可見性的經濟邏輯主導的數據勞動，即通過高質量內容和一定的分發策略追逐可見的量化層面；二是融合可見性的經濟邏輯與政治邏輯的關係勞動，指塑造內部親密關係及處理外部衝突關係以強化可見性的質量；三是可見性的政治邏輯主導的認同勞動，即應對平台的言論審查機制以規避「不可見」風險；基於上述三類勞動，女性主義意見領袖積攢了一定的平台可見性，並獲得了流量變現的機遇。她們進一步將這種可見性的經濟邏輯服務於政治邏輯的轉化勞動，以商業化運作推動女性主義公共性目標。她們的數字勞動實踐體現了將抽象勞動還原為具體勞動的「反向異化」過程，展現了反抗平台資本的潛能。 |
| Abstract |
This study focuses how female feminist opinion leaders on Xiaohongshu produce feminist cultural content, using the commercial logic of the platformization as the entry point to analyze the digital labor related to the visibility of non-profit-oriented creative workers. Female feminist opinion leaders adopt “tiered visibility labors” to navigate the contradiction between commercialization and public values while cultivating a feminist culture on Xiaohongshu. First, they perform data labor driven by the economy of visibility to pursue quantifiable visibility, which involves producing high-quality content and distributing it strategically. Second, influenced by both the economy and politics of visibility, they depend on relational labor to cultivate internal intimate relationships and handle external conflict-laden relationships, all of which aim to enhance the quality of their visibility. Third, there is “recognition labor,” which is dominated by the politics of visibility and involves addressing platform censorship to avoid the risk of being rendered “invisible.” With these three types of labor, female feminist opinion leaders accumulate a certain level of platform visibility, gaining opportunities for monetization. They then perform “transformative labor” that aligns the economy of visibility with the politics of visibility to further advance feminist public goals. They transform abstract labor into concrete labor in a process called “reverse alienation” in this study, demonstrating the potential for resistance against platform capitalism.
本文引用格式：
王鴻坤（2026）。〈女性主義文化生產的平台化：小紅書女性主義意見領袖的層級化可見性勞動〉。《傳播與社會學刊》，第75 期，頁145–182。
Citation of This Article:
Wang, H. (2026). Platformization of feminist cultural production: The hierarchical visibility labor of feminist opinion leaders on Xiaohongshu. Communication and Society, 75, 145–182. |
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