The Social Capital Logic of Rural Uploaders Flow Realization and Digital Social Capital
——Based on Case Study of 4 Rural Uploaders
LI Xiao-hong and ZHANG Dong-ying
（School of Economics，Guizhou University，Guiyang 550025，Guizhou，China）
Abstract：Rural uploaders are becoming a phenomenon sales group of rural goods，and constantly derive new ways of flow realization. The authors adopt the method of multi- case analysis and take four rural uploaders from station B as samples. By tracking their short videos，climbing bullet screens and comments，it is found that，in addition to the conventional cash realization methods such as selling goods and receiving advertisements，there are also new cash realization methods such as incubating new uploaders and incubating themselves. By investigating the social capital between rural uploaders and fans ，it is found that there are market construction and virtual space characteristics in relation dimension ，no relation identification and no physical space constraint characteristics in cognitive dimension，and its unstructured characteristic. From the perspective of social capital，the flow realization of rural uploaders follows the repeated transaction logic in relation dimension ，the trust transaction logic in cognitive dimension，and the customer management logic in cognition-relation interaction dimension. Based on this ，we should carry out profound research on digital social capital，highlight the attribute of factors of production of the data，accurate describe the social relationship and rules of virtual space，understand and expand the implication of governance from three dimensions such as the online and offline transaction governance in relation dimension，the digital content creation ecological governance in cognitive dimension，as well as promoting digital rights issues in terms of the characteristic of openness.
Key words：rural uploaders；flow realization；social capital；digital social capital
doi：10.14089/j.cnki.cn11-3664/f.2023.02.006
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