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虚拟社区秩序的生成机制研究
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摘要
秩序是人类永恒的话题。伴随互联网的广泛应用,虚拟社区为人们提供了一种全新的生活方式,对这种新的社会组织形式的管理已被各国政府和组织所重视。管理就是建立一种秩序。在学术界围绕如何加强虚拟社区秩序建设,形成了网络自治论和网络管制论两大对立派别。
     正是在这样的实践和理论背景下,提出了研究命题,即在虚拟世界独特的生活空间内,其内在自律性秩序是如何生成的;外在他律性秩序又是如何植入的;社会怎样通过内生秩序与外生秩序的良性互动来达成虚拟社区完整秩序的建构。运用复杂性分析、规范分析、文献调研和案例分析等研究研究方法,对虚拟社区秩序的生成机制进行系统研究,旨在为虚拟社区治理奠定学理基础,为有关部门改进、健全和完善虚拟社区相关公共政策提供依据。
     为了对虚拟社区秩序的生成机制进行系统研究,首先界定了相关概念、分析了虚拟社区秩序研究的不同理论视角与方法,提出了基于和谐共生的虚拟社区秩序生成机制的系统分析框架。从和谐共生视角来审视虚拟社区秩序的形成,虚拟社区秩序的生成在历时态上经历了一个分层演化过程,初期内生秩序占主导地位,随后外生秩序作用日渐上升;从共时态看,虚拟社区内外秩序同时并存,彼此耦合构成了虚拟社区整体秩序。
     围绕虚拟社区秩序的系统架构,运用自组织理论、社会管制理论、治理理论和博弈理,分别对虚拟社区内生秩序、外生秩序、整体秩序的微观生成机理进行了深入研究。
     为了揭示虚拟社区的内生秩序生成机制,以“天涯头条”的三个热门话题作为研究案例,采用模式匹配的方式连接数据与假设的形式,设计出了案例研究模式图。从网民策略性行动角度揭示了虚拟社区内生秩序生成过程和关键环节。虚拟社区内在规则的生成经历六步生成过程,其自组织性突出表现在四个关节点,而“拟序”的敏感条件、“引序”的意见领袖和“定序”的共识比率成为衡量虚拟社区系统有序程度的“序参量”。
     由于虚拟社区具有自身无法克服的问题,需要国家采取管制措施、提供扩展秩序以弥补虚拟社区内在秩序的不足。为此以政府管制为理论基础,以世界现有虚拟社区管制模式为对象,以管制博弈为分析方法,研究了虚拟社区外在秩序的政府管制机制。研究表明虚拟社区管制存在仲裁式、直接干预式、仲裁与干预相结合式等三种不同模式,由管制博弈分析可以看出三种管制模式各有其特点;三种管制模式在世界不同国家都有所体现,不同国家的社会背景、价值取向等成为影响虚拟社区管制模式选择的决定因素。
     不仅虚拟社区自治存在失灵,虚拟社区的政府管制也存在失灵的现象。虚拟社区治理的缘起就是因为虚拟社区政府管制的失灵存在,虚拟社区治理作为一种新型关系的管理方式促进着虚拟社区完整秩序的实现。关于虚拟社区治理的研究显示,网民、互联网企业、政府、互联网协会等行为主体构成了虚拟社区多元治理主体结构体系,其间存在“自下而上”与“自上而下”两种互动路径。虚拟社区多元治理主体的耦合互动,可以用虚拟社区治理的合作博弈模型及均衡来表达。虚拟社区治理进程中的博客实名制案例分析,证实了互联网治理主体间的“自下而上”与“自上而下”互动过程。
     基于虚拟社区秩序生成机理的系统分析,提出了虚拟社区的协同管理策略。促进虚拟社区内部和谐的内控策略、推动虚拟社区外部和谐的管制能力提升策略、实现虚拟社区整体和谐的利益相关者合作策略共同建构起了自律、他律和互律三位一体的虚拟社区协同管理策略。
While Internet Society becomes representation with future significance in the nowadays, supply of virtual community order is the most significant social issue. However, understanding of social order generation exists dual-counter ideals of spontaneity and artificial. So supply of virtual community puts into troubles between self-regulation and governance.
     Actually nation and society are supplying subjects of social order. Relation of nation and society goes through the process of syncretism, schism and blending. Both self-regulation and governance only present their roles and counter-relations of order supplying in the nation and society. Nation and society not only are schism relations but also exist coupling relation. Harmonious symbiosis totally shows relations of nation and society. On the point view of harmonious symbiosis in the nation and society, analysis of social order generation keeps going. Social order includes social inherent order, explicit order from national intervention, and the whole order coupling inherent orders and explicit order. Harmonious symbiosis of nation and society provides a framework generating virtual community order. Its characteristic is to integrate self-organization theory, regulation theory and governance for analysis virtual community order fully.
     Virtual community as a self-organization system has the ability of self-generation. The article use“course-affair”method to analyze the cases. Therefore, rules of virtual community order generates as leader apprarence, formation of main topic,activists, comments’orgenization,carding comments, issue limition from notes,comments ensurance and unifying coeds.Its self-organization presents four points----sport guiding issue tendency, ornizational point of promoting contents collection,limited point of controlling issue wave and code point of unifying issues. These points without outer-intervention will play role by self. Conditions of“planning order”, comment leaders of“casue order”and the common rate become“the order parameter”of virtual community. Then it analyze genertive mechamisn and self-stabality of virtual community inherent order by game method.It consquents only equalium satuationof virtual community participators, which is the inherent stability of virtual community.
     However virtual community has the problems not to overcome by itself. It needs national intervention to fetch up shortcoming of virtual community order. The article shows that regulation model of virtual community is the general activity order and typical shape containing specific aims direction, specific administrative organization and its course mode based on specific policy, economy, culture and society in the nations. Due to subjects of virtual community regulation acting on the point and strengthen for the objective by various means, they derive from three representative management models----up-bottom direct regulation, up-bottom plus third party indirect regulation and bottom-up plus third party inspecting model. Analysis of three models by game concludes their characteristic and benefit.
     For failure of governance in virtual community, the inherent order and explicit order of virtual community need to be integrate so to be overall order by overcoming the shortages. Mechanism of synergetic governance presents two order coupling. Government, Internet enterprise and internet users consist of multi-subject system of virtual community regulation. They form two interact routine of“bottom-up”and“up-bottom”based on relevant benefit. Negotiating democracy shows the multi-governance of virtual community. By the ideas of cooperated game, combining the relations of different subjects in virtual community: government, internet enterprise, internet group and non-benefit organization generates a course mechanism. Based on this, they solve the problems of virtual community governance by dialog, negotiation, cooperation and participation.
     System analysis of generative mechanism in virtual community provide the academic foundation of correspond strategy to promote virtual harmony. It advances the inner-harmony of virtual community, push the external harmony and reality overall harmony. The inner-control mechanism for inherent harmony of virtual community is combined by checking notes, sharing resources, monitoring language and confirming comments. The effective means of promoting explicit harmony in virtual community is to integrate relation of governance subject by solving department tendency, to adjust and reform governance means of virtual community by enhancing authorization, to ensure governance standard and authorization and rights. Governance strategy of overall harmony in virtual community depends on cultivating multi-governance subject, enhance collective identity of internet users, exploding participation in social governance and constructing co-participating model of fellow mechanism
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