流量与附近：非遗直播中的社区发展与社会工作介入

Traffic and Proximity: Community Development and Social Work Intervention in Intangible Cultural Heritage Live Streaming

摘要: 数字平台为非物质文化遗产(以下简称“非遗”)带来了前所未有的市场机遇，但以“流量”为核心的商业逻辑也正侵蚀着非遗赖以生存的文化生态——“附近”。本研究聚焦于此悖论，旨在探讨社会工作如何作为一种专业力量介入，以调和“流量”与“附近”的内在张力，实现非遗传承与社区的可持续发展。研究采用比较案例研究法，选取两个典型的非遗合作社作为分析对象，构建了一个包含组织、文化、网络三个维度的“三维转化策略”分析框架。研究发现，社会工作的独特价值并非助推流量，而是担当“附近”的守护者与营造者。其具体策略表现为：通过组织策略建立合作社等共同体容器，以“附近的秩序”抵御市场风险；通过文化策略进行深度价值叙事，为“流量”注入文化的灵魂；通过网络策略编织线上线下联动的社会关系网，将虚拟关注沉淀为真实的社区资本。本研究结论为非遗传承人、电商平台及政府部门在数字经济浪潮中寻求平衡提供了实践启示，并重申了在技术加速的时代，守护与重建“附近”这一社会文化根基的根本价值。

Abstract: Digital platforms have brought unprecedented market opportunities for intangible cultural heritage (hereinafter referred to as “ICH”), but the commercial logic centred on “traffic” is also eroding the cultural ecology on which ICH relies for survival—the “proximity”. This study focuses on this paradox, aiming to explore how social work can intervene as a professional force to reconcile the inherent tension between “traffic” and “proximity”, thereby achieving the sustainable development of ICH inheritance and community. The study employs a comparative case study method, selecting two typical ICH cooperatives as analysis subjects, and constructs a “three-dimensional transformation strategy” analytical framework encompassing organisational, cultural, and network dimensions. The findings reveal that the unique value of social work lies not in driving traffic but in serving as a guardian and cultivator of “proximity”. Its specific strategies manifest as follows: through organisational strategies, establishing cooperative communities as collective containers to resist market risks with “the order of proximity”; through cultural strategies, conducting in-depth value narratives to infuse “traffic” with cultural soul; and through network strategies, weaving online and offline interconnected social networks to transform virtual attention into tangible community capital. The findings of this study provide practical insights for intangible cultural heritage inheritors, e-commerce platforms, and government departments seeking balance in the digital economy wave, and reaffirm the fundamental value of safeguarding and rebuilding the “proximity” as the social and cultural foundation in an era of technological acceleration.