从集体狂欢到群体孤独：社交媒体泛娱乐化的生成逻辑

From Collective Revelry to Alone Together: The Logic behind the Pan-Entertainment on Social Media

摘要: 社交媒体平台的迅速扩展，使泛娱乐化逐渐成为当代网络传播中的显著文化现象。既有研究多从资本逐利、媒介技术演进、价值失范等角度讨论泛娱乐化的成因，但对于其何以在制造“集体狂欢”的同时又伴生“群体性孤独”，仍缺乏较为连贯的解释。立足传播媒介场景，本文在界定“泛娱乐化”“集体狂欢”“群体性孤独”等概念的基础上，分析社交媒体泛娱乐化的生成逻辑，并进一步探讨其由表层热闹走向深层孤独的内在机制。研究认为，社交媒体泛娱乐化并非单纯的娱乐内容增多，而是在平台算法分发、流量竞争压力与用户情绪需求共同作用下形成的一种传播倾向。它通过高频互动、即时反馈和情绪共振塑造出强烈的参与感与归属感，容易催化出面向多数人的集体狂欢。然而，这种狂欢更多建立在浅层连接、短时补偿和表演性互动之上，难以替代现实中的稳定关系、持续认同和深度交流，因而在狂欢退潮之后，个体往往更易感到空虚、焦虑与孤独。本文试图为理解社交媒体泛娱乐化的社会心理后果提供一种基础性的理论解释。

Abstract: The rapid expansion of social media platforms has made “pan-entertainment” a prominent cultural phenomenon in contemporary online communication. While existing research has largely examined the causes of pan-entertainment from perspectives such as profit-seeking by capital, the evolution of media technology, and the erosion of values, there remains a lack of a coherent explanation for how it simultaneously generates “collective revelry” and “alone together”. Grounded in the context of communication media, this paper defines concepts such as “pan-entertainment” “collective revelry” and “alone together”. It then analyzes the generative logic of pan-entertainment on social media and further explores the internal mechanisms by which it transitions from superficial excitement to deep-seated loneliness. The study argues that the pan-entertainment phenomenon on social media is not merely an increase in entertainment content, but rather a communicative trend shaped by the combined effects of platform algorithmic distribution, pressure from traffic competition, and users’ emotional needs. Through high-frequency interaction, instant feedback, and emotional resonance, it fosters a strong sense of participation and belonging, easily catalyzing collective revelry among the pan-entertainment. However, such revelry is largely built upon superficial connections, short-term gratification, and performative interactions; it cannot replace stable real-world relationships, sustained identity, or deep communication. Consequently, once the revelry subsides, individuals often feel a heightened sense of emptiness, anxiety and loneliness. This paper aims to provide a foundational theoretical explanation for understanding the sociopsychological consequences of the “pan-entertainment” trend on social media.