目的 网络圈层现象下产品符号的流动能影响社交媒体用户群的文化认同和消费行为,产品符号的传播效果受圈层内流动和圈层间流动模式的共同作用,以及圈层内部动力、外部动力双重驱动的影响。方法 以小红书媒体平台（数据通过小红书公开API获取,已去除用户隐私信息）陶瓷产品符号流动为例的圈层传播过程能阐释产品的符号圈层流动模式及符号流动受到的内外动力。结果 得出有效的圈层传播动力机制能够促进陶瓷产品符号在圈层内外的认同,加速符号的圈层流动性。结论 产品符号的流动模式与动力机制对社交媒体中产品符号的传播规律、社交用户群对产品符号的认同等,有一定理论及现实意义。
Abstract
Within the context of network-based circle communication, the circulation of product symbols significantly shapes social media users' cultural identity and consumption behavior. The effectiveness of product symbol dissemination is jointly determined by intra-circle and inter-circle flows and further influenced by both internal and external driving mechanisms. Taking the case of ceramic product symbol flows on the rednote platform (with data obtained through its public API and all user privacy information removed), this study examined the circle-based dissemination process to reveal the patterns of symbol circulation and the mechanisms underpinning internal and external drivers. The analysis showed that a well-functioning circle communication mechanism could foster stronger recognition of ceramic product symbols within and across circles, thereby accelerating their circulation dynamics. The identified flow patterns and driving mechanisms of product symbols offer both theoretical contributions and practical implications for understanding dissemination processes on social media and the ways in which user communities construct recognition of product symbols.
关键词
网络社交媒体 /
圈层传播 /
符号流动 /
动力 /
陶瓷产品
Key words
social media networks /
circle communication /
symbol flow /
driving mechanisms /
ceramic products
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基金
国家社会科学基金（23BG129）; 湖南省哲学社会科学基金（22YBA327）; 湖南省教育厅科学研究项目（24C0839）; 江西省人文社会科学规划（24YS26）; 江西省哲学社会科学重点研究基地项目陶瓷设计与美术研究中心研究成果（23ZXQM76）
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