短视频平台“网赚模式”的交互性设计研究——以抖音极速版的“赚钱”功能为例

Research on the Interactive Design of the “Online Earning Model” in Short Video Platforms—Taking the “Earn Money” Function of TikTok Lite as an Example

摘要: 目前学界对各类短视频平台中蓬勃发展的“网赚模式”的关注较少，有限的研究集中于平台剥削与用户反抗的探讨，未对平台规则的核心逻辑及其本质进行深入分析。本文采用“APP漫游法”对抖音极速版的“网赚模式”进行了考察，梳理了平台在关联性、成瘾性及参与性等层面的交互设计，揭示了平台规则的核心逻辑及其所蕴含的价值。然而，“网赚模式”的实质是数字资本控制用户行为的工具，从而将用户“驯化”生产剩余价值的数字劳工。本文对平台机制及其作用形式的分析，不仅有利于深入理解短视频平台的商业模式，还有利于后续平台优化用户体验及相应政策的制定和落实。

Abstract: Currently, academic circles have paid limited attention to the thriving “online earning model” on various short-video platforms. The existing research primarily focuses on platform exploitation and user rebellion, without conducting an in-depth analysis of the core logic and essence of platform rules. This paper employs the “APP Roaming method” to examine the “online earning model” of TikTok Lite, sorting out the platform’s interactive design in terms of relevance, addiction, and participation, and revealing the core logic of platform rules and the values they embody. However, the essence of the “online earning model” is a tool for digital capital to control user behavior, thereby “domesticating” users into digital laborers who produce surplus value. The analysis of platform mechanisms and their modes of action in this paper not only facilitates a deeper understanding of the business models of short-video platforms but also benefits subsequent platform efforts to optimize user experience and the formulation and implementation of corresponding policies.