内容创作者的非正式劳动：将小红书的关键意见消费者置于与营销人员、消费品牌及平台的关系中考察
The Informal Labor of Content Creators: Situating Xiaohongshu's Key Opinion Consumers in Relationships to Marketers, Consumer Brands, and the Platform
AI总结：
本研究通过九个月线上民族志考察小红书KOC的内容创作劳动，揭示其在多方利益相关者三角关系中的非正式劳动属性，提出相关概念并呼吁改善这类劳动者的保障与工作条件。
摘要：
本文批判性地考察了中国知名社交媒体与电商平台小红书（RED）上关键意见消费者（Key Opinion Consumers, KOCs）开展的灵活内容创作活动。基于为期九个月的线上民族志研究，我们发现小红书上KOC角色的生成依赖于多方利益相关者——内容创作者、营销人员、消费品牌（企业）以及平台——之间的互动与协商。KOC在小红书的网红营销策略中发挥着重要作用，放大了平台上流行的日常化、生活化内容。他们在与其他利益相关者的三角关系动态中周旋，以获取创作广告内容的经济机会；然而，这类内容创作所涉及的劳动被刻意掩盖，使其在营销活动中看起来像是自发的普通用户发帖。与此同时，他们工作的商业价值在企业文书、平台技术机制和商业模式中常常被低估和遮蔽，导致并加剧了对KOC的认可不足与报酬偏低的问题。我们提出“非正式劳动”的概念，为理解社交媒体行业中不可或缺却未被认可的内容创作劳动提供新视角。我们主张对劳动的价值评估与报酬方式开展情境化、细致化的考察，并呼吁为KOC这类非正式劳动者提供更好的保障与工作条件。
英文摘要：
This paper critically examines flexible content creation conducted by Key Opinion Consumers (KOCs) on a prominent social media and e-commerce platform in China, Xiaohongshu (RED). Drawing on nine-month ethnographic work conducted online, we find that the production of the KOC role on RED is predicated on the interactions and negotiations among multiple stakeholders -- content creators, marketers, consumer brands (corporations), and the platform. KOCs are instrumental in RED influencer marketing tactics and amplify the mundane and daily life content popular on the platform. They navigate the dynamics in the triangulated relations with other stakeholders in order to secure economic opportunities for producing advertorial content, and yet, the labor involved in producing such content is deliberately obscured to make it appear as spontaneous, ordinary user posts for the sake of marketing campaigns. Meanwhile, the commercial value of their work is often underestimated and overshadowed in corporate paperwork, platform technological mechanisms, and business models, resulting in and reinforcing inadequate recognition and compensation of KOCs. We propose the concept of ``informal labor'' to offer a new lens to understand content creation labor that is indispensable yet unrecognized by the social media industry. We advocate for a contextualized and nuanced examination of how labor is valued and compensated and urge for better protections and working conditions for informal laborers like KOCs.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
