算法中介的视觉展演：小红书“气候生活美学”内容的平台生产机制研究

Visual Presentation Mediated by Algorithms: A Study on the Platform Production Mechanism of “Climate Lifestyle Aesthetics” Content on Xiaohongshu

摘要: 在数字平台影响下，环境议题正从知识传递转向审美展演。本研究关注小红书自2023年起出现的“气候生活美学”现象：用户把碳减排、零废弃等环保行为，统一转化为纯白/莫兰迪色调、俯拍构图、帆布包和绿植符号、清单体文案等可复制的视觉模板。研究采用定量内容分析法，收集100条笔记，从7个维度编码视觉美学化程度，并用相关分析、方差分析和曲线估计检验假设。结果有三点：第一，视觉美学化程度越高，内容的工具性保存价值越强。高美学化组的收藏/点赞比明显高于中、低组，说明用户觉得“好看的东西值得存”。第二，身份建构主要靠文字，视觉符号的作用有限。文本术语越多，身份展演越清楚；但视觉符号密度与身份清晰度之间没有稳定关系。进一步分析发现，符号总数与身份清晰度呈倒U型——大约用到28个符号时效果最好，太多反而分散焦点。第三，实用导向和情感导向内容之间，呈现“核心差不多、边缘有分化”的视觉格局：两类内容在教程、清单等指标上没有显著差异，共享一套基础视觉语法；但情感导向内容在氛围美感和符号丰富度上更高，靠加码美学和符号密度来竞争。理论上，本研究拓展了视觉修辞在环境传播中的适用边界，展示了“审美与实用可以共存”的逻辑；也细化了布迪厄文化资本理论在数字平台上的解释，证实文字资本在环保身份建构中仍占主导。最后，文章为气候生活内容的生产实践提供了实证依据。

Abstract: Driven by digital platforms, environmental communication has evolved from knowledge sharing to aesthetic presentation. This study examines the “aesthetics of climate-friendly lifestyles” on Xiaohongshu since 2023, where users standardize low-carbon and zero-waste practices into replicable visual templates featuring pure white or Morandi tones, top-down shots, canvas bags and green plant symbols and checklist-style texts. Based on quantitative content analysis of 100 posts coded across seven dimensions, this research adopts correlation analysis, ANOVA and curve estimation for hypothesis testing. The main findings are as follows. First, the higher the degree of visual aestheticization, the stronger the instrumental value of the content. The collection-to-like ratio of the highly aesthetic group was significantly higher than that of the medium and low groups, indicating that users felt “beautiful things are worth saving”. Second, identity construction mainly relies on text, with visual symbols playing a limited role. The more textual terms, the clearer the identity presentation; however, there is no stable relationship between visual symbol density and identity clarity. Further analysis revealed that the total number of symbols and identity clarity follow an inverted U-shape—approximately 28 symbols are used for the best effect, while too many can distract from the main focus. Third, between practical and emotionally oriented content, a visual pattern of “similar core, differentiated periphery” emerges: the two types of content do not differ significantly in indicators such as tutorials and lists, sharing a basic visual grammar; however, emotionally oriented content is superior in terms of atmospheric aesthetics and symbol richness, competing by increasing aesthetics and symbol density. Theoretically, this study expands the applicability of visual rhetoric in environmental communication, demonstrating the logic that “aesthetics and practicality can coexist”; it also refines the explanation of Bourdieu’s cultural capital theory on digital platforms, confirming that textual capital still dominates in the construction of environmental identity. Finally, the article provides empirical evidence for the production practices of climate-related lifestyle content.