从商品到符号：符号互动论视角下小红书社区的营销机制与消费意义重构

From Commodity to Symbol: The Marketing Mechanism and Consumption Meaning Reconstruction of Xiaohongshu Community from the Perspective of Symbolic Interaction Theory

摘要: 数字社交媒体的深度渗透推动电商平台从“交易场”向“意义场”转型。以小红书为代表的“社区 + 电商”平台，通过符号化运作将商品消费转化为符号互动，重塑了当代青年的消费意义系统。本文以符号互动论为框架，结合小红书的媒介特性与内容生态，系统分析商品符号化的生产、互动与重构机制。研究发现，小红书营销并非简单信息传递，而是通过“笔记叙事–互动仪式–社群认同”三重路径，实现从功能消费到符号消费、从个体选择到社群认同的意义跃迁。在此过程中，平台算法作为一个关键的非人行动者，深度介入并重塑了符号互动的进程。品牌方、KOL与普通用户共同构建动态符号互动网络，赋予商品身份表征、情感联结与文化资本等多元符号价值。基于此，本文提出构建符号叙事、打造互动仪式、培育文化共同体等技术赋能策略，为社交电商的品牌实践与理论创新提供新视角。

Abstract: With the deep penetration of digital social media, e-commerce platforms are undergoing a structural transformation from “transaction fields” to “meaning fields”. As a typical “community + e-commerce” platform, Xiaohongshu has transformed commodity consumption into symbolic interaction practices through symbolic operations, reshaping the consumption meaning system of contemporary youth. This paper, based on the theoretical framework of Symbolic Interactionism and combining the media characteristics and content ecology of Xiaohongshu community, systematically analyzes the production, interaction, and reconstruction mechanisms of commodity symbolization. The study finds that Xiaohongshu’s marketing mechanism is not simple information transmission, but achieves a meaning transition from functional consumption to symbolic consumption, and from individual choice to community identity through the triple path of “note narrative-interaction ritual-community identity”. In this process, platform algorithms, as a key non-human actor, deeply intervene in and reshape the process of symbolic interaction. Brands, KOLs, and ordinary users jointly construct a dynamic symbolic interaction network, in which commodities are endowed with multiple symbolic values such as identity representation, emotional connection, and cultural capital. Based on the analysis, this paper proposes strategic paths including constructing symbolic narrative systems, building interaction ritual chains, cultivating cultural communities, and technologically empowering deep interaction, aiming to provide new analytical perspectives for brand practices in social e-commerce and digital marketing theory.