北京航空航天大学学报社科版 ›› 2022, Vol. 35 ›› Issue (2): 98-106.DOI: 10.13766/j.bhsk.1008-2204.2021.0972

• 哲学与文化 • 上一篇    下一篇

“红包社交”探析:游戏化、礼物经济与情感体验

杨扬1, 王子涵2, 刘少帆1   

  1. 1. 北京航空航天大学 人文与社会科学高等研究院, 北京 100083;
    2. 清华大学 新闻与传播学院, 北京 100084
  • 收稿日期:2021-11-15 发布日期:2022-03-30
  • 作者简介:杨扬(1987—),女,山西运城人,助理教授,博士,研究方向为新媒体、媒介社会学.
  • 基金资助:
    北京市社会科学基金青年项目(20XCC022)

“Red Envelope” as a Form of Socializing: Game Interaction,Gift Economy and Emotional Experience

YANG Yang1, WANG Zihan2, LIU Shaofan1   

  1. 1. Institute for Advanced Studies in Humanities and Social Sciences, Beihang University, Beijing 100083, China;
    2. School of Journalism and Communication, Tsinghua University, Beijing 100084, China
  • Received:2021-11-15 Published:2022-03-30

摘要: 随着互联网在青年群体中的普及与渗透,建立在社交互动基础上的"微信红包"已成为青年人进行社会交往的一种重要渠道。"红包社交"行为的背后隐含着一系列文化内涵:媒介的游戏化特征、礼物经济的内在逻辑和情感体验的产品功能与使用认同。这些文化形态推动青年群体参与氛围的形成,促进自愿消费、构建虚拟自我体验和助益公共社群的建设与维护,同时构建了互动式赠收关系,满足了多重礼物交换的需求,并以DIY礼物的形式生产出更丰富的社交意义,显示数字经济时代信息产销合一的发展趋向。"微信红包"还具有分享和维持感情的社交属性,是情感想象与认同的表现方式,推动了公共性情感向个人化情感的让渡。

关键词: 微信红包, 媒介游戏化, 礼物经济, 情感体验, 网络社会

Abstract: With the popularity and penetration of the Internet among youth groups, "WeChat red envolopes" based on social interaction have become an important channel for young people to socialize. There are a series of cultural connotations behind the behavior of red envelope socializing: the gamification of the media, the inherent logic of the gift economy, and the product function and the using identity of emotional experience. These cultural forms have facilitated the formation of an atmosphere of participation for youth groups, improved voluntary consumption, built virtual self-experience, and helped the construction and maintenance of public communities. At the same time, they have established interactive gift-giving relationships to meet the needs of multiple gift exchanges, and produced richer social meanings via DIY gifts, thus showing the development trend of the integration of information production and marketing in the era of digital economy. "WeChat red envolopes" also have the social attributes of sharing emotions and maintaining relationships, which are a way of expressing emotional imagination and identification and promote the transfer of public emotions to personal emotions.

Key words: WeChat red envelope, gamification of media, gift economy, emotional experience, network society

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