文丨李晋（思想史学者）、马丽（社会学家）

suizhe11yuedaxuanlinjin，mindiaoxianshi，meiguominzhudanghegonghedangliangdangzongtonghouxuanrendezhichilvzaijuedingxuanjujieguodejige“yaobaizhou”chengxianjiaozhezhuangtai。qizhongyoumeiguodaxuejinxingdeyixiangdiaochaxianshi，nvxingbinanxinggengqingxiangyuzhichifuzongtongkamala·halisi，erfeiqianzongtongtangnade·telangpu，lingxianfududa15gebaifendian。tamenhaikaishizaitelangpuzuiqiangdeyitizhiyi——jingjiwentishang，jiyuhalisigengduozhichi。lingyigezongtongbianlunjiaodianshang，jinvxingdeshengyuquanwenti，yeyouliyuhalisi。55%denvxingzhichihalisiduigaiyitideyingdui。

zheixieshujuxianshi，halisiyingshouyiyuqinvxingzongtonghouxuanrenzheiyishenfen，raner，zheiyangdeleguanhaixuyaojinyibushenshi。yinweiconglishilaikan，piyouyanjiuzhongxin（pew research）shujuxianshi，zai2016niandedaxuanzhong，nvxingxuanminzhong40%toupiaojiletelangpu，erfeiyuqijingzhengdetongyangweinvxingdezongtonghouxuanrenxilali。zaibairennvxingxuanminzhongzheiyibiligenggao，47%toupiaojiletelangpu。xiangbiyuxilali，zuoweishaoshuzuyidehalisikenengmianlinzhegengdadetiaozhan。

weishenmebushaonvxingxuanminhuizhichitelangpu，youqishizaibairennvxingquntizhong？muqian，wulunxueshujiehaishiyulunjie，douyishidaoleyigedutedexianxiang，ji，wulunshizaixuanjujihuihaishiwangluopingtaishang，telangpudezhichizhezhongbujinbaokuobeifanduizhemensuoshuode“laobainan”qunti，shijishangyehuoyuezhefeichangduochiyoujiduanyouyihebairenzhishangliniandezhongduonvxing。yushanggeshijichuantongchiyouyouyiguandiandenvxingbutongdeshi，tamendangzhongbushaorenchongfenliyonglepingtaidefensiliuliang，chengweiyouhaozhaolidewanghong，duihalisidejingxuangouchenglezhenzhengdezhangai。

流量密码：身份政治和白人至上的神话

hehenduomeitixuanchengde“xuanmingengguanxinjingji”butong，zheixiejiyouyidenvxinggengjiaqiangdiaoshenfenzhengzhihebairenzhishangzhuyidexushi，bingqietongguowangluopingtaizhaomuledaliangdefensi。zaimuqiandejiyouyinvxingdaibiaozhong，rulaolun（lauren southern）、buruitani（brittany sellner）、lana （lana lokteff）、ruibeika（ rebecca hargraves）、luobi（ robyn riley）、alai（ayla stewart）、laixi（lacey lynn）、chenlaolun（ lauren chen）deng，tamendoubushineizhongchuantongdebaoshoujianzhipainvxing，erqieduoshudoushikaozimeitishangwei，chengweiyouyingxianglidewanghong。

zuojiaxiwode（seyward darby）zaitadeshu《zenghenzhongdejiemeimen》zhongyizhenjianxuedizhichu，“jinguanbingbushimeiyigechuantongdeqizidoushibairenzhishangzhuyizhe，danzheigequntiduiguoqudutejiexiandekeqiushiqihenrongyishoudaojiyouxinxideyingxiang。chuantongqizihebairenminzuzhuyizheyouzhegongtongdehexinmubiao（gengduodehaizi）、shenhua（meiguodaodedeshuailuo）hechongjing（xingfudeyixinglianjiating）。”zhengshizheizhongqinyuanxingzhaomuzhezheixienvxing，erzheixienvxingyezaibiciqianghualichang，birubulietanihelaolundouxuancheng，buyaorangzijidehaizishanggonglixuexiao，yifangzhihaizimianduibutongzhongzudejiazhiguanhuibei“fulu”。zai2020niandaxuanqian，telangpujiuliyongzheizhongkongju，zaishejiaomeitishangfangchule“goushao”，“jiaoqujiatingfunvjiangtoupiaojiwo。tamenyaodeshianquan，bingduiwozhongjiedishouruzhuhuruqintamenshequdezhangqijihuagandaogaoxing。”zheiqishiliyongdejiushibairenzhongzuzhuyizheduiheirenheshaoshuzuyi“ruqin”dedanyouhekongju。

chuantongmeiguojiyouyi（ruguangtoudang、3kdang）jirenliuxiadekebanyinxiangshi，tamendoushitongshishenghuozaiwuliyiyishangdehewenhuayiyishangdedixiashi，shichuyushehuibianyuandebairennanxing。xiangbizhixia，zheixienvxingsuzaoleyizhongxindexingxiang——aijiating，youhuoli，nengsikao，youshiyejirenganjueposhi，fuyoutongqingxin，yingzaoyizhongrangrenxianmudeshenghuo，biruzhangtiezijidujialvxinghekafeiguanhekafeidezhaopiandeng。zheirangzheixienvxinggengjuxiyinliheqinheli，meilisishe，erzheixietiejinshenghuodeyangzichengweilejiyouyidexuanchuangongju。rulanazijisuoshuo，“chengweiwomenyundongdedaiyanrenbingshaoshaotuixiaoyixiashijianhaoshi。zheijiushixuanchuan，yeshihenhaodeyingxiao。”yezhengshizheizhongbaozhuanghexianshangxuanchuan，rangjiyouyideyishixingtaizhengchanghuahehefahua，laixiyinzhuliurenqun，zhaomunianqingren。

guoqujiyouyitongchanghuoyuezaianwanghebianyuanluntan，ru4chan，erzheixienvxinggengxihuanzaizhuliumeitipingtaishangchuanbotamendexinxi，henduorenzichengshishipinbozhu、qiyejiahezuojia。tamenyehuiyigaineizhongjijin、zhibaidebairenzhishanghuati，tongchangshiyijiating、lvyou，shenzhiyuehuihelianaidengzhutichuxian，qizhongkenengshejidaoyiminwentihedaxuedewenhuazhanzhengyijiqitajiduanyanlun，danweileraoguoshencha，zheixiehuatidoujingguolekeyidebaozhuang。

laolunheburuitani（brittany sellner）zai2017niandeyigetanhuashipinzhongjiushuo，“renmenxihuanwomenshipindeyidayuanyinshi，womenkeyifeichangziranditanlunshenghuosuoshi、renjiguanxi，tanlunnizaishuiyipaiduishangzuoxiatanlundeshiqing，zhibuguowomenyaoqingrenmendaizhejingtoujiaruwomen……zheihenyouqu，yehenziran，womenshoudaolehenduorendepinglun，shuo‘womenxiangkankanni’”。

wanghongalai（ayla stewart）shijiyouyiguanyoude“datidai”yinmoulun（xuanchengshaoshuzuyiheyiminyinmoukaoshengyulaipohuaibairendewenhua）dechuanbozhezhiyi。2018niantazaishejiaopingtaifaqile“bairenyingertiaozhan”，shengcheng，“congrenkoutongjidejiaodulaikan，300nianhoujiangbuzaiyoubairen。womendechushenglvrucizhidi，yizhiyubuhuizaiyoubairen。ruguowomenxiangjichengzuxianliujiwomendeyichan，bairenjiubixushengyugengduodebairenyinger。”chushengzaixianggangdejianadajideyayichenlaolunyezhizuoleyige“shengyudebiyao”deshipin，shuoshengyushiyaobaohu“womenxifang-youtaijidujiao……dewenhuadezeren”。

jinguantamenzhongfuderengjiushishanggeshijiliushiniandaifandui“minquanyundong”degezhongyinmoulundebanben，danshizaixindeshidaizhongyinweipingtaihesuanfa，zheixienvxinghuodeleqiansuoweiyoudequanliheziben。zheixietelangpuhejiyouyidenvxingguchuizhezheyebingbushij.d.wansineizhong“xiangxiarendebeige”，xiangfantamenpubianshouguolianghaodejiaoyu，shenghuofuzu，yebushizainvedaijiatingzhongzhangda，qizhongburuitanidefuqinhaiyidujingxuanguokansasizhouzhouzhang。

xiwoderenwei，zheixiechiyoujiduanzhuyiliniandenvxing，gengxiangshiwutaizhizaozhe，tongshiyeshibiaoyanzhe，shituzhuzaizheguanzhongdeshixian，tongshibuxiwangrenherenkuitantamendemuhou。zheixierentongguojiduanzhuyichouhendeyanlun，huodeledaliangderentongzhe，yemanzuleziwodebiaoyanyu。

shishishang，napashitongshimanzunvxing、shaoshuzuyi、yiminzheixieshenfen，rengrankeyiweijiyouyihebairenzhuyizhishangguchui。chuleshangmianjiangdechenlaolundelizi，lingyiweifeilvbinyidejiyouyizhimingnvxingmixieer（michelle malkin），zaicanjialana（lana lokteff）debokejiemuzhong，jiangmeiguodeshuailuorenweishi“kaifangyimindejieguo”“duoyuanwenhuadefuxiu”，bingqierenweibairenduiguoquzhimindeneijiuganshidaxuedeng“wenhuamakesizhuyi”suozaochengde，tarenweizijizuoweiyigefeibairenpifudemeiguoren，jiukeyibuweizhimindaoqian，erbairendeminzuzhuyizeyinggaishimeiguodegenji。fengcideshi，zaitamendeduihuazhong，lanayizaichenghumixieerwei“yazhouren“erbushi“yayimeiguoren”，quezichengshuo“womenmeiguoren”。

粉丝收割：流量密码下的经济利益

yanjiujiyouyinvxingdexuezheyiweian·laidige（eviane leidig）zai《jiyouyifunv：shejiaomeitiyingxianghewanglujijinhua》（2023nian，gelunbiyadaxuechubanshe）yishuzhongzheiyangzongjie：mouzhongchengdushang，pingtaidesuanfadaozhilejiyouyidegengguangfanchuanbo，yonghuyidanguanzhudaozheixienvxing，manmanjiuhuibeituisongyigejiyouyi、bairenzhishangzhuyihexinnacuiheyinmoulundeshijiezhong。danzheizhishiqizhongdeyigefangmian。zheixiejiyouyinvxingyezhaodaoleyizhong“liuliangmima”，tongguoshenghuohuadeshipin、lvyou、richangmeishihejiatingshougongdeng，zuoweiliuzhufensihexiyinguanzhongdeshouduan，tongguozheizhongqinhexingdezuofa，zaigonggongdeshehuimeitishangpeiyangzijidepinpai，huxiangkechuan。tongshi，tamenliyongleyizhonghulianwangshidaide“jishengguanxi”，rangfensiyouzhongduitamenzheixiewanghongfeichangqinjinheshuxidecuojue，jinyibuyongjiyouyideyishixingtai，jiangfensiwenhuazhuanbianchengyizhongshequnhuodong。jieguojiushiliangzhehuxiangsuzao，fensimenqianghualezheixienvxingdeyinmoulunhejiyouyideguandian，ertongshiyebuduanzhaomuhexiyingengduodefensi。

ranhouqizhongyibufenfensijiuhuibeiyinliudaojiyouyidefufeipingtaishang。zaixuanchuanzhong，zheixiejiyouyinvxingjizijishulile“xiaoniaoyiren”dehuiguijiatingdechuantongnvxingxingxiang，erzaixianshizhong，congdaihuodaochuangye，tamenchongmanjiqing。tamenhuibazaixingbie、jiatinghexingbiezhengzhilingyuchongchizhededaliangdeqingxu，rukongju、jiqing，qiaomiaodizhuanhuaweiqingganmoshi，bingyicimouli。

birutamenhuizaizuofandeshipinzhongqiangdiaozheishiwenhua、zhongzudechuantong，shiyangyubairenjiatingdelixiangshiwu，zuihoubuwangfangshanglianjie，gaosuguanzhongqu“zhichiwomenzhengzhiguandiandeqiyeneiligoumai。”youxiehaihuirangguanzhongbangzhutamenshixianshengdangouwuqingdandeng，rubulietanizai2021nianshenghaizihou，rangfensijuanzengzijideyuanwangqingdan，huibaozeshizijideganxieka。zheixieyifangmianrangtamenhuodedaliangshouyi；tongshirangfensiganjuerongruletamendeqinmiwangluozhong，canyudaoletamendegerenshenghuozhong。

zheixiejiyouyinvxingwanghongbujinzaifanduiduotaiquan、changdaoshengyangzhongduodengdengyitishangdashengyaohe，shenzhizaijiyouyiyishixingtaidabaode“yongqiangquan”shangdouhuibaozhuangtuixiaojizijidefensi。zheixienvxingyexihuanliyongzijidehaizijinxingxuanchuan，xihuangongkaifabuzijihaizidezhaopian，haihuitianjiashang“shangdizhiguo”“chuantongshenghuo”dengbiaoqian，zheiyeshiyanxuleshanggeshiji60niandai，funvzaituidongbairenzhishangzhuyishidemoshi。zhengrushehuixuejiakaiselin（kathleen blee）suoguanchadaode，zheixieertongdecanyubujinyouliyuzuzhideneibuyunzuo，yetongyangcujinlejiyouyiguanyubaizhongrenfanyandexuanchuan。jinguanrenmendouhuishaizijidehaizi，danshijiyouyimuqinshiyong“minzuzhuyi”dengbiaoqianfabuzheixieneirong，jiuyijingbiaomingjiatingshenghuojiushigongkaidezhengzhihuodong。gengzhongyaodeshi，tamenhaihuiliyongrenmenbaohujiatingheqinshudeyuanshibenneng，ruwanghongyilaola（elora）jiuqiangdiaowailaiyiminhuiqinfanwomenhehaizimen，tatichudefanganjiushixiedaiqiangzhi（yongqiangquan），danshizaituijiandetongshi，tayejichulelianjie，goumaiyitaopeitaodejinshenxiongyi。

shenzhizaifannvxingquanliyitixia，zheixiejiyouyinvxingwanghongrengrannenggouzaizheizhongnanxingzhudaodequanzihenvxingzhichideyannvzhengzhijiantongguoqiaomiaodexingbieshedingjiasheqiqiaoliang，tongshijiangzheixiewentidezhengjieguijieweiyiminhedaxuedengjiaoyujigoude“juexing”yundong，biruguchuidazhihuanlilun。danshihenanxingjiyouyiquanzideyigeguanjianqubieshi，zheixienvxingxuanchuandeshichuantongxingbiejiaosedewajiedaozhileshehuideshuaibai（birubulietanihechenlaolundourenweishehuisuoweidefannanquanyundongshiyinweizuopaichangdaoziyouyuehuihegoudawenhuadaozhide），erjiyouyidenanxingquanhendachengdushangtichangduinvxingyoushibaodequanli。jishizaizheiyangdehuatixia，hexinrengjiushiliuliangguanggao，biruchenlaoluntidaozheigehuatihoujingenzhejiufangshangleyitiaolianjie，zhixiangyijiatigonggerenjiankangjianceshijihedegongsi，tongshixuancheng，quanqiunanxingdegaowantongjisudouzaixiajiang，huyufensimenquganjinceshiyixia。

muqian，shangmiantidaodejiyouyinvxingwanghongzhong，chulechenlaolunzaijinnian9yuebeimeiguosifabuzhikongtaheqijigou，shouqujin1000wanmeijinxiqianzijin，zanshibuzaiwangluoshanghuoyuewai，qitawanghongrengjiuguchuizhejiyouyideguandian，zaizongtongdaxuanqianshougeliuliang。

xiangbiyu“nvxingbuxihuantelangpu”“nvxingjiuzhichinvxing”huozhe“shaoshuzuyijiuzhichishaoshuzuyi”zheizhongjiandanhuadekanfa，congshangmiandetaolunzhong，womenkeyikandaoyigegengweifuzadexianshi：zaizhichitelangpuhejiyouyidenvxingquntizhong，jiyouhuizhibuqudeyishixingtai、nanyixiaojiedezhongzuzhuyihebairenzhishangzhuyi，kongjuhechouhenqingxu，haiyouqiansiwanlvdeliyiheliuliangmima。zaipingtaishidai，zheixiejiduanguandiandeyixunsuchuanbo，shouhuoguangdashouzhong，rangbenlaijiuzaogaodeshiqinggengjiaehua。

zheijizuoweishaoshuzuyihenvxingdezongtonghouxuanrenhalisidailailexintiaozhan，danshijishangzheiyeshijimeiguominzhongdetiaozhan——shibicigengjiafenliehechouhen，haishizouxianglingyitiaodaolu？11yuezhiqianmeiyourenzhidaodaan，danzhishaohuigedeqisuo。

 

（文章仅代表作者观点。责编邮箱：yanguihua@jiemian.com。）