大学生主播自媒体创业中的身份认同研究

A Study on Identity in Self-Media Entrepreneurship of College Student Streamers

摘要: 自媒体创业以低成本、低门槛、高回报的优势，成为大学生群体实现自我价值的重要途径。本文以大学生主播自媒体创业实践为切入点，基于社会建构理论，通过对30余位大学生主播的深度访谈与参与式观察，探究大学生主播身份认同的困境与生成机制。研究发现，大学生主播以内容创作为载体开展自我叙事，与观众互动建构群体归属，经持续的角色实践巩固身份认同。但可能陷入三重困境，即算法规训下的数据焦虑与主体性消解、多重角色期待引发的身份模糊与冲突，以及自我商品化带来的身份异化。

Abstract: With its advantages of low cost, low barriers to entry, and high potential returns, self-media entrepreneurship has become a significant pathway for college students to achieve self-fulfillment. Taking the entrepreneurial practices of college student streamers as its point of departure, and grounded in social construction theory, this study employs in-depth interviews and participatory observation with over 30 college student streamers to explore the dilemmas and generative mechanisms of their identity construction. The findings reveal that college student streamers engage in self-narration through content creation, construct group belonging through interaction with audiences, and consolidate their identity through sustained role performance. However, they may also fall into three interrelated dilemmas: data anxiety and the dissolution of subjectivity under algorithmic discipline, identity ambiguity and conflict arising from multiple role expectations, and identity alienation induced by self-commodification.