抖音“苦瓜大队”的自我媒介再现研究

A Study on the Self-Media Reproduction of Douyin’s “Miserable Women”

摘要: 近年来，短视频行业的兴起为个体提供了自我表达、社交互动和信息获取的新途径。抖音“苦瓜大队”作为其中的代表群体，其自我媒介再现主要受到自我期待驱动、休闲娱乐需求、身份认同渴望以及经济利益引诱的影响。该群体的自我媒介再现特征包括虚拟化、自我化和多样化。然而，内容同质化严重、过度依赖剧本和表演、隐私泄露风险以及商业化过度等问题也逐渐显现。针对这些问题，文章从自身、平台和政府三个角度提出了突围策略。成员们应寻求内容创新，减少剧本依赖，保护个人隐私；平台应加强内容审核和监管，推出多样化内容推荐机制，完善隐私保护机制和商业合作规范；政府应制定和完善相关法律法规，打击不正当竞争行为，保护个人隐私和信息安全，加强对网络平台的监管。

Abstract: In recent years, the rise of the short video industry has provided individuals with new avenues for self-expression, social interaction, and information acquisition. The “Bitter Gourd Squad” on Douyin, as a representative group within this industry, is primarily influenced by self-expectation, recreational needs, the desire for identity recognition, and the lure of economic benefits in their self-media representation. The characteristics of this group’s self-media representation include virtualization, self-orientation, and diversification. However, issues such as severe content homogenization, over-reliance on scripts and performances, privacy leakage risks, and excessive commercialization have gradually emerged. In response to these problems, this article proposes breakthrough strategies from the perspectives of individuals, platforms, and the government. Members should seek content innovation, reduce dependence on scripts, and protect personal privacy. Platforms should strengthen content review and supervision, introduce diversified content recommendation mechanisms, improve privacy protection mechanisms and commercial cooperation norms. The government should formulate and improve relevant laws and regulations, crack down on unfair competition, protect personal privacy and information security, and strengthen supervision of online platforms.