如何激发快乐:平台企业社会倡议中的去政治化战略

IF 5.5 1区 文学 Q1 COMMUNICATION Social Media + Society Pub Date : 2024-09-10 DOI:10.1177/20563051241277601
Rebecca Scharlach
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引用次数: 0

摘要

尽管社交媒体公司公开承诺要做好事,但它们经常面临国际批评。本文探讨了平台如何参与企业公关活动,以协商社会和政治责任。通过对社会倡议 "TikTok 善 "所倡导的价值观进行定性分析,我展示了 TikTok 是如何在推广积极信息、减少消极信息、关注个人福祉的同时,不断将责任推给其他参与者的。这些策略使 TikTok 在保持控制的同时,象征性地赋予用户权力。我将这些淡化和疏远公司与权力斗争相关冲突的策略概念化为平台的去政治化。本研究强调了平台公司的软性治理形式,并展示了对平台价值观的分析是如何让研究人员突破善行主张的战略模糊性的。
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How to Spark Joy: Strategies of Depoliticization in Platform’s Corporate Social Initiatives
Despite social media companies’ public commitments to do good, they regularly face international criticism. This article explores how platforms engage in corporate public relations campaigns to negotiate social and political responsibilities. Through a qualitative analysis of the values promoted in the social initiative TikTok for Good, I show how TikTok promotes messages that amplify positivity, minimize negativity, and focus on individual well-being, while consistently assigning responsibility to other actors. Together, these strategies allow TikTok to symbolically empower users while maintaining control. I conceptualize these strategies that downplay and distance a company from conflicts associated with struggles over power as depoliticization by platforms. This study highlights platform companies’ soft forms of governance and demonstrates how the analysis of platform values allows researchers to cut through the strategic vagueness of claims to do good.
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来源期刊
Social Media + Society
Social Media + Society COMMUNICATION-
CiteScore
9.20
自引率
3.80%
发文量
111
审稿时长
12 weeks
期刊介绍: Social Media + Society is an open access, peer-reviewed scholarly journal that focuses on the socio-cultural, political, psychological, historical, economic, legal and policy dimensions of social media in societies past, contemporary and future. We publish interdisciplinary work that draws from the social sciences, humanities and computational social sciences, reaches out to the arts and natural sciences, and we endorse mixed methods and methodologies. The journal is open to a diversity of theoretic paradigms and methodologies. The editorial vision of Social Media + Society draws inspiration from research on social media to outline a field of study poised to reflexively grow as social technologies evolve. We foster the open access of sharing of research on the social properties of media, as they manifest themselves through the uses people make of networked platforms past and present, digital and non. The journal presents a collaborative, open, and shared space, dedicated exclusively to the study of social media and their implications for societies. It facilitates state-of-the-art research on cutting-edge trends and allows scholars to focus and track trends specific to this field of study.
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