Momo现象解码：匿名化传播的狂欢与隐忧

Decoding the Momo Phenomenon: The Revelry and Concerns of Anonymous Communication

摘要: 近年来，以统一粉色小恐龙头像为特征的“Momo”群体在社交平台迅速崛起，形成新型匿名传播现象。研究发现，该现象的兴起与互联网匿名传播的历史演进紧密相关，从Web 1.0的被动匿名到Web 3.0的自主性匿名选择，体现了用户观念意识的进化。Momo传播具有匿名性、快速传播性及信息不确定性等特征，用户通过集体匿名实现虚拟与本真的交合。其成因涵盖网络时代的自我保护需求、缓解前台社交压力、模因游戏驱动及后亚文化群体认同等维度。然而，匿名化传播也带来了显著的负面影响，包括集体匿名下的虚假自由导致网络暴力滋生、匿名下的道德约束弱化、虚假信息泛滥及虚拟化生存加剧自我异化等问题。为此，本文提出优化技术落实平台主体责任、加强公众媒介素养教育、完善法律法规政策及促进跨部门合作的治理策略，旨在平衡网络自由与责任，推动网络空间健康发展。

Abstract: In recent years, the “Momo” community, characterized by a unified pink dinosaur avatar, has rapidly emerged on social platforms, forming a new phenomenon of anonymous communication. Research has found that the rise of this phenomenon is closely related to the historical evolution of anonymous communication on the Internet, from passive anonymity in Web 1.0 to autonomous anonymous choice in Web 3.0, reflecting the evolution of user awareness. Momo communication is characterized by anonymity, rapid dissemination, and information uncertainty. Users achieve a fusion of virtuality and authenticity through collective anonymity. Its causes encompass dimensions such as the need for self-protection in the network era, alleviation of front-stage social pressure, meme game drive, and post-subculture group identity. However, anonymous communication also brings significant negative impacts, including the breeding of cyber violence due to false freedom under collective anonymity, weakened moral constraints under anonymity, the proliferation of false information, and virtualized survival exacerbating self-alienation. Therefore, this paper proposes governance strategies to optimize technology to implement platform subject responsibility, strengthen public media literacy education, improve laws and regulations, and promote cross-departmental cooperation, aiming to balance network freedom and responsibility and promote the healthy development of cyberspace.