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| 在線首發 OnlineFirst publication |
| 現代性「夾縫」中文化邊緣群體的適應性展演策略—基於抖音黑人網紅的多案例解讀 |
| Culturally Marginal Groups’ Acculturation Performative Strategies Squeezed in Modernity: A Case Study of Douyin Black Internet Celebrities |
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| 作者 |
關博韜 |
| Author |
Botao GUAN |
| 關鍵詞 |
現代性、文化適應、展演性、文化邊緣群體 |
| Keywords |
modernity, acculturation, performativity, cultural marginal groups |
| 摘要 |
現代性在流動與秩序的雙重狀況下的搖擺，令人們處於變革與風險激烈碰撞下的「夾縫」之中。作為流動資本代表的平台商業流量，以及作為文化秩序象徵的平台價值規範，持續滲透至圍繞數字媒體所展開的社會關係網絡。在此背景下，文化邊緣群體若想獲得現實意義上的成功，必須發展出符合社會期望的展演策略。本研究以抖音黑人網紅為研究對象，通過目的性抽樣選取十位典型商業化成功案例，考察文化邊緣群體如何制定展演策略來適應「夾縫」中的現實境況，並分析其展演結果與現代性的本質要求之間的偏離情況。研究結果顯示，文化同化成為抖音黑人網紅跨文化適應的最終走向。他們把文化身份與文化符號成功轉化為具有商業價值的品牌資產，借助生活場景與文化敘事，以工具化形式呈現價值理性。這一過程彰顯了全球化語境下，邊緣群體在文化認同建構中所採用的混合性策略。 |
| Abstract |
Under the dual conditions of flow and order, the swing of modernity squeezes people between change and risk. The floating capital represented by platform business resources, and the cultural order, represented by platform value norms, both permeate the social relationship network surrounding digital media. Therefore, if culturally marginal groups want to succeed, they must carry out performative strategies that meet social expectations. This paper regarded Douyin lack Internet celebrities as the research object and selected ten typical commercially successful cases through purposive sampling. How the cultural marginal groups develop performative strategies to adapt to the squeeze reality and how the results of their performativity deviate from the nature of modernity were investigated. The research results show that cultural assimilation has become the ultimate trend of cross-cultural adaptation for Douyin Black Internet celebrities. They have successfully transformed their cultural identities and symbols into brand assets with commercial value and presented value rationality in an instrumental form through life scenarios and cultural narratives. This process highlights the mixed strategies adopted by marginalized groups in the construction of their cultural identities in the context of globalization. |
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| No.74 2025 October |
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| No.73 2025 July |
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| No.72 2025 April |
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| No.71 2025 January |
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| No.70 2024 October |
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