媒介可供性视角下兴趣电商的社会融入机制与价值重构研究

A Study on the Social Integration Mechanisms and Value Reconstruction of Interest E-Commerce from the Perspective of Media Affordances

摘要: 本文旨在探究兴趣电商深度融入社会并引发价值重构的内在机制。研究引入媒介可供性理论，构建“可供性–融入–重构”整合分析框架。研究发现，其通过内容可供性驱动生活世界媒介化，通过社交可供性构建关系信任网络，并通过算法可供性实现智能化认知塑造，从而完成从交易场域到社会界面的转化。这一过程重构了经济逻辑，使情感与注意力价值凸显；重塑了社会联结，催生情感劳动商品化与趣缘社群；并加速了文化符号生产与地方文化数字突围。然而，该进程也伴随算法权力下的数字鸿沟、情感异化及文化浅薄化等风险。结论认为，兴趣电商是由技术可供性驱动的社会技术装置，其健康发展需通过算法治理、规则完善与生态培育的协同共治加以引导。

Abstract: This study investigates the intrinsic mechanisms through which interest e-commerce deeply integrates into society and triggers value reconstruction. By introducing the theory of media affordances, it constructs an integrated analytical framework of “affordance-integration-reconstruction”. The research reveals that interest-based e-commerce accomplishes the transformation from a transactional field to a social interface through three pathways: content affordance driving the mediatization of the lifeworld, social affordance constructing relational trust networks, and algorithmic affordance enabling intelligent cognitive shaping. This process reconstructs economic logic by foregrounding affective and attentional values; reshapes social connectivity through the commodification of emotional labor and the rise of interest-based communities; and accelerates cultural symbol production while facilitating the digital breakthrough of local cultures. Nevertheless, this integration also engenders risks including algorithm-driven digital divides, emotional alienation, and cultural superficiality. The study concludes that interest e-commerce operates as a socio-technical apparatus propelled by technological affordances, whose healthy development necessitates collaborative governance integrating algorithmic regulation, institutional refinement, and ecological cultivation.