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成名无望：平台热点运营者的工作常规与身份想象——基于S互联网公司的田野研究
No Hope of Becoming Famous: Work Routines and Identity Imagination of Platform Hot Topic Operators——Field Research Based on S Internet Company
“身份认知”一直是传统新闻研究的重要议题，新闻传播、收受、消费的主要空间已然从传统的报纸、广播、电视等大众媒体转向了大型互联网公司运维的社会化平台，但平台热点运营者的身份认知一直未被充分讨论。本文以工作内容与职业新闻生产者部分相似的大型互联网公司中的平台热点运营者为研究对象，在将二者展开比较的分析框架下，采用从工作常规归纳身份认知的既有分析取向，以“职业身份”与“自我身份”为核心概念拓展既有讨论。本文发现，平台热点运营者主要扮演的角色是勾连内外媒体的“联络员”、完成考核指标的“操盘手”、寻找工作规律的“分析师”。这三类主要工作既在客观上造成了平台热点运营者在话语资源和行动限度两方面的职业困境，也使得其将自我归类至“打工人”的流行语之中。本文进一步指出，在更为宏观的层面上，首先，这一负向身份指认折射出商业主义主导下社会化平台存在的“体制内和外”“平台整体目标与从业者个体定位”的结构性矛盾；其次，相较于职业新闻生产者具有理想偏向的“同构型身份认知”，平台热点运营者形成的是具有现实偏向的“异构型身份认知”，导致“职业”目标与“自我”认知产生难以弥合的裂隙。这为进一步思考平台和新闻业之间的关系提供了一份具有价值的经验材料。
“Identity recognition” has always been an important topic in traditional journalism research. With the shift of the primary spaces for news dissemination, reception, and consumption from traditional mass media—such as newspapers, radio, and television—to social platforms operated by large Internet companies, the identity of platform hot topic operators remains underexplored. This article takes platform hot topic operators in large Internet companies whose work content is partially similar to that of professional journalists as the research object. Using an analytical framework that contrasts the two roles, this study builds on existing research approaches that summarize identity cognition based on work routines. Expand the existing discussion with the core concepts of “professional identity” and “self-identity”. This article finds that platform hot topic operators mainly play the role of “liaisons” to connect internal and external media, “traders” to complete assessment indicators, and “analysts” to find work patterns. These three main types of work not only objectively create professional dilemmas for platform hot topic operators in terms of discourse resources and action limit, but also cause them to classify themselves into the buzzword of “beating workers”. This article further points out that at a more macro level, first of all, this negative identification reflects the structural nature of “inside and outside the system”, “the overall goal of the platform and the individual positioning of practitioners” of the existence of socialized platforms dominated by commercialism. Secondly, compared with the ideal-biased “homogenous identity cognition” of professional journalist as the frame of reference, the platform hot topic operators form “heterogeneous identity cognition” with realistic bias, and “professional” goals and “self” cognition have emerged. A gap that is difficult to bridge. This provides valuable empirical material for further thinking about the relationship between platforms and journalism.
新闻生产 / 平台 / 热点运营者 / 自我身份 / 职业身份
news production / platform / hot topic operators / self-identity / professional identity
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1. 另一大型互联网公司B的招聘网站，职位类别分为：研发、运营、职能/支持、产品、设计、市场、销售、教研教学，这与笔者在S公司的观察基本吻合。可以说，大型互联网公司的基本架构设置具有相似性。
2. 笔者曾就新闻传播活动顺利展开的过程进行了全面分析，其中就提到当下新闻传播活动的五类主体，本文正是围绕其中所涉的“平台主体”展开的具体研究。参见杨保军，余跃洪（2023）。论新闻“关系价值”的实现。《新闻与写作》，（11），42-53。
3. 舒德森提出19世纪90年代的两种新闻模式分别为“故事”模式和“信息”模式。前者认为报纸是通过筛选、修饰事实来引导大众生活；后者认为报纸的角色应该被定义为一种独特的文献形式，提供的事实不能经过修饰，纯粹用于传达“信息”。参见迈克尔·舒德森（1978/2009）。《发掘新闻：美国报业的社会史》（陈昌凤，常江译）。北京：北京大学出版社。
4. 本文将“职业新闻生产者”作为研究参照系，意在用比较视野搭建一个分析框架。首先，这一分析框架直接来源于现实变动。可以说，实践发展是一切研究开始的理由。正是因为有一未被充分讨论的群体正在介入新闻传播过程，所以有必要将其纳入新闻学的研究视阈之中。“比较研究的可能性是凡物皆有同异决定的，比较研究的必要性是由研究的目的或有用性决定的”。其次，这一分析框架既是提出问题的来源，也是回答问题的归宿。“比较是从人的实践的相似性与差异性出发的”。也就是说，本研究基于既有知识背景自然提出了困惑所在，下文在无预设的前提下形成了对平台热点运营者实践行为的整体认识。如果研究仅止步于此，将不足以说明这一研究对象的特殊性，这一分析框架的必要性在下文进一步得以体现。最后，这一分析框架具有试验性的属性。在新闻业系统结构发生剧烈变动的情况下，研究者有必要大胆展开探索，在新闻业松动的边缘地带寻找合适的入口，进一步观察、阐释、理解数字媒介环境下的新闻业变迁。本文无意将对职业新闻生产者的价值要求强加于平台热点运营者，换句话说，笔者意在破除的就是既定新闻认识论，单纯从现象层面，即以工作内容相似从而勾连两类群体加以比较认识。笔者曾在第三届“媒介社会学”暑期班和安徽省第十五届新闻传播学科研究生论坛上分别受到黄旦教授和刘海龙教授关于这一点的宝贵意见，在此一并致以谢意。以上引述参见单波（2013）。中西新闻比较的问题与方法。《新闻与传播研究》，（9），33-49。黄越，蒋重跃（2023）。历史比较研究的合理性及其限度。《山西大学学报（哲学社会科学版）》，（5），120-130。
5. 在日常观察过程中，笔者了解到新入职员工培训时，会介绍多达13个集成操作界面的使用规则。
6. 目前最新版本的指标为：24小时话题头部用户发文人数，24小时落地页原创人数，24小时有效转+评+赞，24小时阅读量。
7. 笔者认为，华莱士（Wallace）提到的战略专业人士（strategic professionals）就是熟知并能够熟练使用平台规则的人，可以说，平台热点运营者至少是其重要成员之一。
8. 其实，这正是本文的局限性所在。进一步说，局限性主要有两个方面。一是研究对象的局限性，本文仅聚焦S公司的内部实践，并未对比分析当下中国主流大型互联网公司的不同群体及其实践。必须强调的是，在大型互联网公司介入新闻活动程度、发展目标、文化氛围等不同的前提下，本文所得出的结论是否是当下中国大型互联网公司的共性，仍有待进一步研究和论证。二是对比主体的局限性，本文构建的分析框架并未严格区分职业新闻生产者中采访、编辑、制作等不同工种。坦率地说，平台热点运营者与传统新闻生产中的职业分工很难一一对应，本文旨在抓住二者之间身份所属、角色功能、作用地位的显著不同，在中观层面进行了细致考察。
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