商品化與另類經濟：台灣網紅經濟的異托邦

Abstract

「每人都能當上15分鐘的名人。」Andy Warhol預言了未來時代，人人都有機會短暫曝光，成為名人。網紅經濟的價值創造可解讀為紅人從素人到成名過程中的社會資本兌現，其中自媒體和網路平台為重要傳播媒介，素人變紅人的成名過程是藉由社群網站不斷推陳出新的演算法技術，使得社群媒介成為網紅經濟開展的異托邦，帶動一系列諸如按讚、資訊轉貼分享、二手物買賣、獎金獵人、限時動態、直播、業配等網路人際互動模式。 本文由網路紅人藉網路傳播平台的人際互動經驗出發，探討網紅商品的展演過程，並理解網路空間如何參與經濟身份主體的建構過程，回應網紅經濟現象的空間發展。主要以詮釋網路民族誌為研究取徑，藉由阿沐、秧秧、劉宇（四叉貓）的經驗為例，透過網路參與式觀察、面對面深度訪談後對經驗資料進行歸類與分析，同時藉由二手資料與訪談、觀察的一手資料三者交叉比對，以此探問（一）網紅如何從人際互動的實際過程展演網紅商品價值？除使用價值外，其商品化過程涉及的偶然時空和社會脈絡，如何交織商品象徵性價值的展演？（二）網紅經濟空間有何特殊性？網紅經濟行動者面對資本注意市場霸權時，如何在網路空間中建構自我階級，以呈現網紅多樣經濟的異托邦？ 研究結果發現商品化過程兼具真實與想像的價值的展演，網紅經濟也兼含資本主義經濟和非資本主義經濟的流通和接合。本文透過另類經濟的視角分析台灣網紅經濟的多樣經驗，助於更豐富理解Gibson-Graham的後結構主義經濟認識論，特別藉由自媒體的風行挑戰主流媒體的話語權，使得網路社群網絡和自媒體文化成為「崩」世代的反抗策略，網紅經濟遂成為台灣年輕世代經濟認同，與身份主體建構的異托邦。行動者穿梭於網路社群的網紅世界，並面臨低薪勞動的實體世界，以此建構了一個真實和虛擬交織的異托邦。網紅經濟的異托邦讓我們看到商品化人生的鏡像真實，進而觸動反向行動的另類不真實。

“In the future, everyone will be world-famous for 15 minutes.” Andy Warhol predicted that everyone has the opportunity to be exposed on the internet and causes sensation in a blink. The value of internet celebrity economy can be interpreted as the fulfillment of social capital by the process of a nobody becomes a celebrity. It is worth mentioning that self-media and social networking sites play important roles in the communication process. The algorithm makes the internet celebrity economy become a heterotopia on social media and also drives several social networking patterns, such as likes, comments, shares, for-free-and-sales, bounty hunters, real-time posts, lives, and cooperation. This paper examines the social networking experiences that displayed by internet celebrity on social media platforms, and demonstrates the way that cyberspace participate in the economic identity construction process in order to explain the phenomenon of internet celebrity economy. We adopt ethnography as main research approach, while using 3 kinds of examples. By means of participatory observation, interview, second-hand information, and empirical research, this paper aims to answer the following questions: (a) How does internet celebrity perform value in use through the practical process of interpersonal networking? Besides the value in use, how do commodification and the current social context influence the performance of symbolic value of commodity? (b) What are some characteristics of the internet celebrity economic space? In order to present the diversity, how should subjects that involved in the internet celebrity economy construct their social-class identification when they confront the hegemony of capitalism? The result shows that the process of commodification demonstrates both real and imaginary value, while the internet celebrity economy also demonstrates the articulation of capitalism and non-capitalism. This study analyzes the diverse experiences of internet celebrity economy from an alternative economic perspective in order to have a better understanding of Gibson-Graham's post-structuralist economy epistemology. By means of challenging mainstream languages with self-media, social networking sites and cultural of self-media become the resisting strategy of the ‘broken’ generation. As a result, the internet celebrity economy has become a heterotopia for Taiwanese younger generation to construct their economic and subjective identity. Subjects involve in the cyberspace but confront the low-paid reality of labor. This phenomenon constructs a real and virtual heterotopia.