| From the perspective of communication political economy,with the help of the "immaterial labor" theory discussed by Michael Hart and Antonio Negri,this paper observes and analyzes Net Ease Cloud Music,the pioneer and outstanding player in the construction of digital community in China.The research methods of this paper mainly include network ethnography,semi-structured interview and content analysis.While delineating and describing the immaterial labor in Net Ease Cloud Music,I also try to analyze the mechanism by which labor is carried out.At the same time,I also discussed the possibility of users’ self-empowerment and the essence of self-empowerment,and finally settled on the relationship between Net Ease Cloud Music and users.In general,the relationship between the platform and users is a two-way relationship intertwined with each other.Users are not completely subordinate to the platform.The platform is not simply the service provider and community builder it claims to be,nor is it simply a powerful manager and exploiter.As for users,although they play the dual roles of both producers and consumers,the process of engaging in non-material labor is often accompanied by the acquisition of non-material assets and the growth of personal ability.The innovation of this research lies in that it not only describes the immaterial labor form in digital platform,but also analyzes the mechanism by which labor is carried out.In addition,this paper puts digital platform and users in the same place for observation and analysis,rather than separating them and only talking about one of them.By adopting a bi-directional and multi-dimensional perspective,this study has its value and significance both in theory and in reality: theoretically,this study enriches the relevant researches on both Net Ease Cloud music and immaterial labor.On a practical level,this study can provide references for the development of digital platforms and prompt users to reflect and be vigilant while embracing technology. |
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