规则博弈与作品分流：高校艺术生网络销售场域研究

Game Theory and Work Diversification: A Study on the Online Sales Arena for Art Students in Higher Education Institutions

摘要: 本研究以社会学家皮埃尔·布迪厄的“场域”理论为分析框架，探讨高校艺术生网络销售平台如何作为传统艺术场域在数字时代的结构性延伸。论文首先剖析了以画廊、美术馆为核心的传统艺术场域为青年艺术家设置的高准入壁垒，继而论证了网络平台通过重构“算法推荐”、“社群互动”与“流量定价”等新规则，深刻改变了艺术价值的认定与传播方式。研究核心聚焦于在这一新场域中，艺术作品的多维流向问题：即作品如何依据艺术家所累积的不同形态资本(教育资历、社交资本、文化资本)，分别流向“精英藏家”、“大众消费”及“商业机构”等不同终端，并分析其背后的资本博弈机制。最终，本文揭示了线上艺术场域在实现民主化的同时，亦内嵌了算法权力与市场逻辑带来的新垄断与异化风险，为理解艺术教育成果的市场化路径及数字化艺术生态的健康发展提供了批判性视角。

Abstract: This study employs sociologist Pierre Bourdieu’s “field” theory as its analytical framework to explore how online sales platforms for art students in universities serve as a structural extension of the traditional art field in the digital age. The paper first analyzes the high barriers to entry that the traditional art field, centered around galleries and museums, imposes on young artists. It then demonstrates how online platforms have profoundly altered the ways artistic value is recognized and disseminated by restructuring rules through mechanisms such as “algorithmic recommendations”, “community interactions”, and “traffic-based pricing”. The core of the research focuses on the multi-directional flow of artworks within this new field: namely, how works flow towards different endpoints—such as “elite collectors”, “mass consumers”, and “commercial institutions”—based on the different forms of capital (academic, social, cultural) accumulated by the artists. It further analyzes the underlying mechanisms of capital interplay. Ultimately, the paper reveals that while the online art field achieves a degree of democratization, it is also inherently embedded with new monopolistic and alienating risks stemming from algorithmic power and market logic. This provides a critical perspective for understanding the marketization pathways of art education outcomes and the healthy development of the digital art ecosystem.