Parasocial interactions in the internet era: a sociological analysis of online literature in China

Abstract

從社會學的角度分析網絡文學這一中國特有的社會現象,可以探討網絡互動中形成的一種新社會性。由于以互聯網為媒介進行創作和傳播,有其時間和空間上的特殊性,從而導致網絡文學使用者之間的互動不能完全用原有的'類社會互動'(parasocial intreraction)來概括,而是這種關系的變異。將之稱為參與性類社會互動(participatory parasocial interaction)。具體體現為兩方面,一是表演者(performer)與觀看者(viewer)之間的界限模糊,二是由于媒體使用者(media user)可以很容易地形成一個網絡群體(networked audience),媒體使用者對傳媒形象(media figure)的控制力加強,通過集體想象共同創造了一些傳媒形象,并以這些形象為基礎形成了獨有的網絡社區。讀者在此網絡社區中獲得認同、創造力的發揮以及情感的寄托,從而使得網絡文學的生產和消費有了持續的動力。 This article aims to provide a sociological analysis of online literature/cyber literature as an emerging phenomenon in China,so as to explore a new type of sociality via online interactions.The internet is now the new medium used for the dissemination and creation of ideas and works,and not limited by time or geography.Therefore,the conventionally used term parasocial interactions that depicts one sided interactions between a media user and the media may not be the most appropriate for describing the interactions of online literature users,and a modification of this term is necessary.I will instead use participatory parasocial interactions,which specifically are:1) the blurring of the boundaries between media performers and viewers,and 2) media fans who can easily manage their networked audience by controlling their branding through collective imagination and creation of various media images.Based on these images,the media fans form a unique online community.These online literature fans thus gain recognition on their online community,demonstrate their creativity,and have the means to channel their emotions into creative work.As a result,online literature itself is able to gain momentum in production and consumption.