数字音乐平台资本逻辑下的符号消费体系构建——以网易云音乐为例

The Construction of a Symbolic Consumption System under the Capital Logic of Digital Music Platforms—Taking NetEase Cloud Music as an Example

摘要: 随着便携式移动设备的普及，日常音乐消费愈加便捷。数字音乐平台不仅满足了听众的音乐需求，还利用平台资本主义的算法驱动，逐渐构建起符号化的消费体系，引导用户的音乐品味和消费偏好。本文以网易云音乐为例，基于平台资本主义理论，探讨了音乐内容、平台功能、受众需求三者之间的互动机制。通过梳理数字音乐平台符号化和消费化的内在原因，本文揭示了平台如何通过其算法和媒介可供性的设计，建构出可持续的符号化消费体系，进而实现资本积累与用户忠诚的双重目标。

Abstract: With the widespread adoption of portable mobile devices, everyday music consumption has become increasingly convenient. Digital music platforms not only meet listeners’ musical needs but also leverage algorithmic mechanisms driven by platform capitalism to construct a symbolized consumption system that shapes users’ musical tastes and consumption preferences. Taking NetEase Cloud Music as a case study, this paper, grounded in the theory of platform capitalism, explores the interactive mechanisms among musical content, platform functionalities, and audience demands. By analyzing the intrinsic reasons behind the symbolization and commercialization of digital music platforms, this study reveals how platforms, through the design of algorithms and media affordances, establish a sustainable symbolic consumption system that simultaneously achieves capital accumulation and fosters user loyalty.