作为“社会工厂”实施空间的短视频/直播，在数字传播的特定情景中复制并生产了社会生活中特定的男性气质，并将其符号化和表征化，以服务于营利的目的，由此这一特定的男性气质便由一种生活方式转变为积极的视频化的文化生产。本文通过数字民族志对快手中的男主播及其文化生产进行研究，探讨历时性的男性气质话语从“社会人儿”到“精神小伙”转变过程中，底层生活、江湖文化的表演以及国家与平台治理之间的勾连及张力。通过分析男性气质的复制和生产与虚拟世界的短视频/直播及消费传播之间的关系，以期窥探和揭示底层男性及男性气质实践与文化再生产的一隅，进而更好地理解数字裂变中的当代中国社会。

As a “social factory” implementation space, short video/live streaming replicates and produces specific masculinities of social life in particular scenarios of digital communication, then symbolizes and characterizes them to serve the purpose of profits. This paper studies the male anchors in Kuaishou and their cultural production through digital ethnography and discusses the connection and tension between the bottom life, the performance of Jianghu culture, the governance of the state and the platform in the process of the diachronic transformation of masculinity discourse from “shehuirener” to “jingshen lad”. By analyzing the relationship between the replication and production of masculinities, short videos/live streaming, and consumer communication in the virtual world, we aim to glimpse and reveal a corner of the practice and cultural reproduction of bottom men and masculinities, in order to better understand contemporary Chinese society in the context of digital fission.