暨南学报(哲学社会科学版)

作者：潘可武, 刘冬璐

单位：中国传媒大学戏剧影视学院。

关键词：短视频,人设,动态组构,扎根理论

基金：教育部人文社会科学基金项目“移动短视频影像伦理研究”(21YJA760047)、河北省高等学校人文社会科学研究青年基金项目“新闻融合背景下省级台应用短视频讲好河北故事的影像叙事研究”(SQ2023228)。

通过对10位短视频博主、5位MCN机构运营管理人员和18位短视频平台用户进行深度访谈,基于扎根理论的分析,运用NVivo12软件对访谈记录进行三级编码,从平台、MCN、博主、用户四个角度入手,以多主体视角分析短视频博主人设塑造动力机制。人设起源于博主的自我意识,但会受到粉丝、游客、MCN机构和平台的凝视,博主在元认知的促使以及追逐流量的生态下将自我意识与他者凝视进行融合,不断进行自我评估、目标设定和规划调整,对人设进行动态组构。多方的目标在商业诉求之下达成一致性,致使自我意识与他者凝视的组构具有阶段性稳定的特征,互联网技术可供性提供了互动的必要性与可行性,同时将大数据作为具体动态人设运行工具,从而形成人设的一定阶段稳定性与动态性的关系。动态机制的观念有可能解释人设形成机制,同时重构人设的标签化、符号化商业与社会价值。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"fundList_cn":["教育部人文社会科学基金项目“移动短视频影像伦理研究”(21YJA760047)、河北省高等学校人文社会科学研究青年基金项目“新闻融合背景下省级台应用短视频讲好河北故事的影像叙事研究”(SQ2023228)。"],"article":{"keywordList_cn":["短视频","人设","动态组构","扎根理论"],"juan":"47","zhaiyao_cn":"通过对10位短视频博主、5位MCN机构运营管理人员和18位短视频平台用户进行深度访谈,基于扎根理论的分析,运用NVivo12软件对访谈记录进行三级编码,从平台、MCN、博主、用户四个角度入手,以多主体视角分析短视频博主人设塑造动力机制。人设起源于博主的自我意识,但会受到粉丝、游客、MCN机构和平台的凝视,博主在元认知的促使以及追逐流量的生态下将自我意识与他者凝视进行融合,不断进行自我评估、目标设定和规划调整,对人设进行动态组构。多方的目标在商业诉求之下达成一致性,致使自我意识与他者凝视的组构具有阶段性稳定的特征,互联网技术可供性提供了互动的必要性与可行性,同时将大数据作为具体动态人设运行工具,从而形成人设的一定阶段稳定性与动态性的关系。动态机制的观念有可能解释人设形成机制,同时重构人设的标签化、符号化商业与社会价值。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=7227","reference":"","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=7227","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/10.11778/j.jnxb.20242529","qi":"5","id":7227,"nian":2025,"bianHao":"1752550977728-469682168","zuoZheEn_L":"PAN Kewu, LIU Donglu","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2025","shouCiFaBuRiQi":"2025-07-15","qiShiYe":"32","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2025/V47/I5","lanMu_cn":"新闻与传播","pdfSize":"1981","zuoZhe_CN":"潘可武, 刘冬璐","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=7227","title_cn":"自我意识与他者凝视的动态组构:流量生态下短视频博主人设的扎根理论探索","doi":"10.11778/j.jnxb.20242529","jieShuYe":"48","keywordList_en":["short videos","persona","dynamic construction","grounded theory"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=7227","zhaiyao_en":"“Persona” initially refers to the characterization of virtual characters in anime, novel, and other works, and then gradually extends to the labeling of celebrities or public figures, which mostly exists as a marketing tool. Bloggers who are active on short-video platforms pay attention to the presentation of “persona”. Many scholars have explored the persona to deeply understand the motivation and value of identity construction under the Internet traffic ecology. However, the existing research perspectives are scattered, without analyzing the influencing factors of persona shaping in a macroscopic and comprehensive way, and most of them stay in the discussion of static persona at a certain stage, without considering in-depth dynamic changes in the longitudinal axis of time.This paper conducts in-depth interviews with 10 short-video bloggers, 5 MCN operation managers, and 18 short-video platform users. Based on the grounded theory, this paper uses NVivo12 to code the interview records at three levels, and analyzes the mechanism of short-video bloggers' persona shaping dynamics from four perspectives of platforms, MCN, bloggers, and users. It is found that the persona originates from the bloggers' self-consciousness, but is subject to the gaze of fans, visitors, MCN and platforms. Prompted by metacognition, bloggers integrate their self-consciousness with the gaze of others, and continuously carry out self-assessment, goal-setting, and planning adjustments to form a dynamic group structure. The goals of multiple parties are agreed upon under the commercial demands, resulting in a stable and phased composition of self-consciousness and the gaze of others. The availability of Internet technology provides the necessity and feasibility of interaction, and big data is used as a tool for the operation of a specific dynamic persona, thus forming the relationship between stability and dynamics of a certain stage of the persona. The notion of dynamic mechanism has the potential to explain the mechanism of persona formation, while reconstructing the labeled and symbolic commercial and social value of persona.This paper expands on previous literature in the following three aspects. First, it returns to the more generalized subject of short-video bloggers, makes a more comprehensive multi-perspective exploration of the dynamics of persona shaping, and emphasizes the interconnections between different perspectives. Second, the persona discussed in this paper is dynamic, with certain growth under the joint effect of blogger subjectivity and the gaze of others at different time stages, which is more in line with the rapid development of social media. Third, this paper uses grounded theory to obtain first-hand data and strives for a more solid and in-depth study.The persona shaping motivation framework constructed in this paper reveals the dynamic driving force of persona, and a persona that remains static for a long period of time is prone to produce a stereotypical effect in the process of communication, and even impedes the commercial and social value orientation of the persona. Persona has the value of subjectivity. It is necessary to seize the opportunity and meet the challenge under the demand of Internet traffic, use the dynamic driving force of persona to break the stereotype effect, and construct a good ethical order based on the short video platform, which will help strengthen the construction of network civilization and the guidance and governance of the network information content ecology.","bibtexUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=BibTeX&id=7227","abstractUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/10.11778/j.jnxb.20242529","zuoZheCn_L":"潘可武, 刘冬璐","juanUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2025","lanMu_en":"","qiUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2025/V47/I5","zuoZhe_EN":"PAN Kewu, LIU Donglu","risUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=Ris&id=7227","title_en":"The Dynamic Construction of Self-awareness and the Gaze of Others: A Grounded Theory Exploration of Short Video Bloggers Persona under the Internet Traffic Ecology","hasPdf":"true"},"authorNotes_cn":["潘可武、刘冬璐,中国传媒大学戏剧影视学院。"]};if(window.metaData && (!window.metaData.authorNotesCommon_cn && !window.metaData.authorNotesCorresp_cn && window.metaData.authorNotes_cn)){window.metaData.authorNotesCommon_cn = window.metaData.authorNotes_cn;}if(window.metaData && (!window.metaData.authorNotesCommon_en && !window.metaData.authorNotesCorresp_en && window.metaData.authorNotes_en)){window.metaData.authorNotesCommon_en = window.metaData.authorNotes_en;}var _nlmdtdXml = $("#article_nlmdtdXml").val();var magDir = _nlmdtdXml.replace(/\/[^\/]+$/,'');window.metaData.magDir = magDir;new mag_vue({ el: '#metaVue', //dataUrl: mag_currentQikanUrl() + '/EN/article/getRichHtmlJson.do?articleId='+$("#articleId").val(), data:window.metaData, loading:true, doTextFun:function(text){ return doDataJsonText(text); 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来源：2025年第5期

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