互联网大规模公益协作机制研究
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摘要
自2008年5月12日四川大地震（简称5.12地震）后，基于互联网的大规模公益协作成为中国公民志愿行动的一种方式，网络搜救、网络寻人、网络打拐、网络助学、网络植树、网络环保等活动盛行，为中国公民社会的发展提供了新的视角和力量。本论文主要研究这些互联网大规模公益协作是如何进行的，即它的协作机制。
本文研究的逻辑框架为：以互联网大规模公益协作作为一种新型的集体行动为切入点，将该行动的情景与行动本身作为研究对象，抽象出协作过程中的三层次模型：信息网络、知识网络和协作网络，分别分析各个层次中的关键机制——信息传导、知识网络演化、目标和任务协同，以及在此基础上的应用研究。
对本主题的关注首先来自为什么互联网上能够发生大规模参与的、以自组织为特征的公益大规模协作行为，以及这些行为在当前世界的状态如何，于是有了第二章关于该行动本身（被学者定义为互联网大规模协作）的界定以及互联网与公民社会、自主治理理论、社会资本、对等生产等结合的理论综述。这部分的探究一直延续到现在，因为世界范围内越来越多的研究者正在或已经论证了互联网大规模协作给社会带来变革。
信息传导机制考察了互联网大规模公益协作的情境特点以及与行动的关系。根据逻辑分析获得信息传导的模型，以案例研究为基础分析了信息传导QQ群范式和微博范式的信息网络拓扑结构，得到两者的特征比较。同时，以自主治理行为分析框架的七个规则为基础，探讨了目前具有中国特色的协作情境——QQ以及QQ群为主的虚拟空间在互联网大规模公益协作中的适应性。这可以说是一个令人振奋的发现，为后续研究中找到并跟踪几个较长时间跨度的互联网大规模公益协作案例提供了帮助。
知识网络的演化架起信息传导和协作本身的中间层次，通过逻辑分析和假设设置，以多主体仿真的方法对任务导向型和知识导向型的知识网络进了演化仿真和比较分析，得到相应的特征描述。在此基础上，进一步，用社会网络分析法对“华夏公益行动网络”案例进行了分析，进一步得到不同类型的知识网络演化特征，为接下来的目标和任务协同机制研究提供了基础。
大规模参与者的目标与任务协同构成协作网络的关键，其对应的机制是协作网络的关键机制。本文在考察目标协同机制过程中，系统论述了“集体认同”和互联网大规模公益协作的目标协同关系，得到相应的考察变量。再此基础上采用了动员大规模公众参与保护大象的大规模协作案例，通过一定的试调查确定了目标协同中关键因素的具体情境要素，并以假设检验的方式进一步调查得到目标认同因素的相互关系及其作用。这个案例研究从2009年10月份一直到2010年的6月份，跨度两个国家（荷兰和英国）；在考察任务协作机制时，探讨了任务协作中的复杂任务模块和简单任务模块在运作中的要素设置，以及它们之间的关系，曾经促发国家启动贫困地区学生营养餐计划的互联大规模公益协作——“免费午餐计划”是本部分研究的案例对象。
自主治理理论的层次分析框架中认为长期或重复的协作行为可能会带来环境或制度层面的改变。基于此，本论文接下来探讨了互联网大规模公益协作在环境层面带来的改变。站在非营利组织（NGO）管理和项目运作优化的视角，对开展多年的成功案例——“地球一小时”（一个号召全球人民通过互联网联接，一起做出响应气候变暖的公民志愿行动）进行深入分析，得出NGO如何利用互联网大规模公益协作机制进行相关的项目运作策略和设计；站在社会管理和创新的视角，通过一个跨度三年的协作实验平台（www.17do.org），对如何进行良好的协作制度设计进行了探讨，并得出它可以进一步发展的方向。
本论文从选题的思考到研究对象的选定，再到陆续开展相关主题的研究扎根了大量的社会观察事实，相关的研究紧密贯彻管理科学与工程学科中关于“实际管理对象类”博士论文研究的要点：研究对象在新时空的特点、状态；系统中相关变量或因素的关系及演变规律；以及产生改变对象系统的相应对策。
研究成果具有一定的应用价值和理论意义。在实际应用中，已在一些民间组织的项目管理与运作中应用，并产生实际的效果，这虽然没有机会在论文中进一步展示，但将为今后进一步开展相关的研究工作提供更多实证的支持。在理论上，网络社会中所带来的新挑战和新机遇是非营利组织管理和项目运作的新方向，本文的研究有利于组织战略管理理论、资源动员理论、公共关系理论以及公益项目管理的设计与运作等方面的拓展。另外，自主治理理论一直以来关注的是：“一帮相互依赖的人如何将自己组织起来并对公共池塘资源进行分配和治理”的问题，而互联网大规模公益协作是从“一帮相对独立的人如何将自己组织起来提供公益资源并对资源进行合理的运作与配置”的视角，本文的研究是对自主治理理论的扩展。
To illustrate, in China, after the earthquake hit Sichuan Province on May12,2008(known as the5.12earthquake), the Internet-based mass collaboration becamethe main mode of voluntary actions such as searching and saving the injured people inpublic crisis, cracking down on the abduction of women and children, assisting theimpoverished students, planting trees and launching environmental protectionprograms on the Internet, and provided a new perspective and strength for thedevlopment of China’s civil society. So this paper focuses on research of thecollaboration mechanism of Internet-based mass voluntary actions.
This thesis establishes its logical framework, that is, with the communality ofInternet-based mass voluntary actions as breakthrough point, and with the situation andcollaboration mechanism of the action as the research object, the thesis abstracts athree-level model of collaboration process: information network, knowledge network,and collaboration network, and analyzes the key mechanism of the three levels:information transmission, knowledge network evolution, target and task collaborationand an applied research on this basis.
The author’s choosing of this topic is firstly a result from her pondering over thequestion why the mass voluntary actions featuring a large number of participants andself organization can take place on the Internet and exploration of what a situationthese actions are staying in the world today. And accordingly, the second chaptertheoretically summarizes the combination of the Internet and civil society, theself-governce theory, social capital and peer production, and expatiates the actionwhich is defined by scholars as Internet-based mass collaboration. The author’sexploration in this aspect has continued to the present, as more and more researchersare proving or have proved that society has changed a lot due to Internet-based masscollaboration.
The thesis discusses the situational characteristics of Internet-based massvoluntary actions based on the transmission mechanism of information. And it putsforward a model of information transmission according to logical analysis, andanalyzes topological structure of information network of QQ group and micro-blogbased on case study and makes comparison between the two. At the same time, on thebasis of the seven rules of self-governce theory, it probes into collaboration situations with Chinese characteristics--adaptability of virtual space, mainly referring to QQ andQQ group, in the Internet-based mass voluntary actions. This is an excitingachievement which helps a lot for the following research to find and trace severalInternet-based mass voluntary actions cases covering a long time span.
The evolution of knowledge network bridges information transmission andcollaboration. By logic analysis and hypothesis setting and using multi-agentsimulation method, an evolution simulation is made on the task-oriented andknowledge-oriented knowledge network. And on this basis, the social network analysisis adopted to analyze the case of Huaxia Voluntary Action Network and get theevolution features of different types of knowledge network, providing a foundation forthe following research of the target and task collaboration mechanism.
In analyzing the action itself, the thesis focuses on the target collaborationmechanism and task collaboration mechanism in mass voluntary actions. The case ofmobilizing the public to protect Asian elephants is adopted in the study of targetcollaboration mechanism. And the relation between collective identity and targetcollaboration mechanism is also confirmed by a survey, and finally via hypothesistesting it can be concluded that collective identity is the main factor of targetcollaboration mechanism. The case study is conducted both in the Netherlands and theUnited Kingdom from October2009to June2010. In the study of task collaborationmechanism, the paper discusses the elements setting of complex-task module andsimple-task module in task collaboration and their relations. The Internet-based masscollaboration of “Free Lunch” program which promotes the state’s launch ofnourishment meal plan for students in impoverished areas is a case for study in thisthesis.
The hierarchy analysis framework of self-governance theory points out that thelong-term or repeated collaboration actions may bring about environmental orinstitutional changes. The thesis, accordingly, discusses the environmental changesresulting from Internet-based mass voluntary actions. Still adopting the method of casestudy, from the angle of non-governmental organization(NGO) management andproject operation and optimization, the paper explores the strategies used by NGO inInternet-based mass voluntary actions.
This thesis strictly implements the key points of doctoral dissertation study on“practical management object class” in discipline of management and engineering,embodied not only in the consideration on choosing the title and research object, butalso in successive study of related subjects and adoption of empirical methods. The thesis will deliberate the characteristics and situation of selected objects in new timeand space, the relations between relevant variants or factors and their evolution law inthe system; also it aims at obtaining the corresponding strategies to change the objectsystem.
This paper focuses on the Internet-based mass voluntary actions mechanism,which has a certain value and significance. In practical application, a number of NGOshave used this mechanism in project management and operation, and obtained practicaleffect. Although there is no opportunity to make a further show in the paper, itprovides empirical support for future relevant research work. In theory, new challengeand new opportunity faced by NGOs in the network society is a new direction inmanagement and project operation. This paper explores the strategic managementtheory, resource mobilization theory, the theory of public relations and public projectmanagement, design and operation and other aspects which benefit the non-profitorganization management. In addition, self-governce theory has always beenconcerned with "how a group of interdependent people organize themselves andallocate and manage the public pond resources". While the Internet-based massvoluntatry action is studied from the perspective of "how a group of independentpeople organize themselves to provide, operate and allocate public welfare resources".Thus, the thesis is a replenishment of self-governce theory.
本文研究的逻辑框架为：以互联网大规模公益协作作为一种新型的集体行动为切入点，将该行动的情景与行动本身作为研究对象，抽象出协作过程中的三层次模型：信息网络、知识网络和协作网络，分别分析各个层次中的关键机制——信息传导、知识网络演化、目标和任务协同，以及在此基础上的应用研究。
对本主题的关注首先来自为什么互联网上能够发生大规模参与的、以自组织为特征的公益大规模协作行为，以及这些行为在当前世界的状态如何，于是有了第二章关于该行动本身（被学者定义为互联网大规模协作）的界定以及互联网与公民社会、自主治理理论、社会资本、对等生产等结合的理论综述。这部分的探究一直延续到现在，因为世界范围内越来越多的研究者正在或已经论证了互联网大规模协作给社会带来变革。
信息传导机制考察了互联网大规模公益协作的情境特点以及与行动的关系。根据逻辑分析获得信息传导的模型，以案例研究为基础分析了信息传导QQ群范式和微博范式的信息网络拓扑结构，得到两者的特征比较。同时，以自主治理行为分析框架的七个规则为基础，探讨了目前具有中国特色的协作情境——QQ以及QQ群为主的虚拟空间在互联网大规模公益协作中的适应性。这可以说是一个令人振奋的发现，为后续研究中找到并跟踪几个较长时间跨度的互联网大规模公益协作案例提供了帮助。
知识网络的演化架起信息传导和协作本身的中间层次，通过逻辑分析和假设设置，以多主体仿真的方法对任务导向型和知识导向型的知识网络进了演化仿真和比较分析，得到相应的特征描述。在此基础上，进一步，用社会网络分析法对“华夏公益行动网络”案例进行了分析，进一步得到不同类型的知识网络演化特征，为接下来的目标和任务协同机制研究提供了基础。
大规模参与者的目标与任务协同构成协作网络的关键，其对应的机制是协作网络的关键机制。本文在考察目标协同机制过程中，系统论述了“集体认同”和互联网大规模公益协作的目标协同关系，得到相应的考察变量。再此基础上采用了动员大规模公众参与保护大象的大规模协作案例，通过一定的试调查确定了目标协同中关键因素的具体情境要素，并以假设检验的方式进一步调查得到目标认同因素的相互关系及其作用。这个案例研究从2009年10月份一直到2010年的6月份，跨度两个国家（荷兰和英国）；在考察任务协作机制时，探讨了任务协作中的复杂任务模块和简单任务模块在运作中的要素设置，以及它们之间的关系，曾经促发国家启动贫困地区学生营养餐计划的互联大规模公益协作——“免费午餐计划”是本部分研究的案例对象。
自主治理理论的层次分析框架中认为长期或重复的协作行为可能会带来环境或制度层面的改变。基于此，本论文接下来探讨了互联网大规模公益协作在环境层面带来的改变。站在非营利组织（NGO）管理和项目运作优化的视角，对开展多年的成功案例——“地球一小时”（一个号召全球人民通过互联网联接，一起做出响应气候变暖的公民志愿行动）进行深入分析，得出NGO如何利用互联网大规模公益协作机制进行相关的项目运作策略和设计；站在社会管理和创新的视角，通过一个跨度三年的协作实验平台（www.17do.org），对如何进行良好的协作制度设计进行了探讨，并得出它可以进一步发展的方向。
本论文从选题的思考到研究对象的选定，再到陆续开展相关主题的研究扎根了大量的社会观察事实，相关的研究紧密贯彻管理科学与工程学科中关于“实际管理对象类”博士论文研究的要点：研究对象在新时空的特点、状态；系统中相关变量或因素的关系及演变规律；以及产生改变对象系统的相应对策。
研究成果具有一定的应用价值和理论意义。在实际应用中，已在一些民间组织的项目管理与运作中应用，并产生实际的效果，这虽然没有机会在论文中进一步展示，但将为今后进一步开展相关的研究工作提供更多实证的支持。在理论上，网络社会中所带来的新挑战和新机遇是非营利组织管理和项目运作的新方向，本文的研究有利于组织战略管理理论、资源动员理论、公共关系理论以及公益项目管理的设计与运作等方面的拓展。另外，自主治理理论一直以来关注的是：“一帮相互依赖的人如何将自己组织起来并对公共池塘资源进行分配和治理”的问题，而互联网大规模公益协作是从“一帮相对独立的人如何将自己组织起来提供公益资源并对资源进行合理的运作与配置”的视角，本文的研究是对自主治理理论的扩展。
To illustrate, in China, after the earthquake hit Sichuan Province on May12,2008(known as the5.12earthquake), the Internet-based mass collaboration becamethe main mode of voluntary actions such as searching and saving the injured people inpublic crisis, cracking down on the abduction of women and children, assisting theimpoverished students, planting trees and launching environmental protectionprograms on the Internet, and provided a new perspective and strength for thedevlopment of China’s civil society. So this paper focuses on research of thecollaboration mechanism of Internet-based mass voluntary actions.
This thesis establishes its logical framework, that is, with the communality ofInternet-based mass voluntary actions as breakthrough point, and with the situation andcollaboration mechanism of the action as the research object, the thesis abstracts athree-level model of collaboration process: information network, knowledge network,and collaboration network, and analyzes the key mechanism of the three levels:information transmission, knowledge network evolution, target and task collaborationand an applied research on this basis.
The author’s choosing of this topic is firstly a result from her pondering over thequestion why the mass voluntary actions featuring a large number of participants andself organization can take place on the Internet and exploration of what a situationthese actions are staying in the world today. And accordingly, the second chaptertheoretically summarizes the combination of the Internet and civil society, theself-governce theory, social capital and peer production, and expatiates the actionwhich is defined by scholars as Internet-based mass collaboration. The author’sexploration in this aspect has continued to the present, as more and more researchersare proving or have proved that society has changed a lot due to Internet-based masscollaboration.
The thesis discusses the situational characteristics of Internet-based massvoluntary actions based on the transmission mechanism of information. And it putsforward a model of information transmission according to logical analysis, andanalyzes topological structure of information network of QQ group and micro-blogbased on case study and makes comparison between the two. At the same time, on thebasis of the seven rules of self-governce theory, it probes into collaboration situations with Chinese characteristics--adaptability of virtual space, mainly referring to QQ andQQ group, in the Internet-based mass voluntary actions. This is an excitingachievement which helps a lot for the following research to find and trace severalInternet-based mass voluntary actions cases covering a long time span.
The evolution of knowledge network bridges information transmission andcollaboration. By logic analysis and hypothesis setting and using multi-agentsimulation method, an evolution simulation is made on the task-oriented andknowledge-oriented knowledge network. And on this basis, the social network analysisis adopted to analyze the case of Huaxia Voluntary Action Network and get theevolution features of different types of knowledge network, providing a foundation forthe following research of the target and task collaboration mechanism.
In analyzing the action itself, the thesis focuses on the target collaborationmechanism and task collaboration mechanism in mass voluntary actions. The case ofmobilizing the public to protect Asian elephants is adopted in the study of targetcollaboration mechanism. And the relation between collective identity and targetcollaboration mechanism is also confirmed by a survey, and finally via hypothesistesting it can be concluded that collective identity is the main factor of targetcollaboration mechanism. The case study is conducted both in the Netherlands and theUnited Kingdom from October2009to June2010. In the study of task collaborationmechanism, the paper discusses the elements setting of complex-task module andsimple-task module in task collaboration and their relations. The Internet-based masscollaboration of “Free Lunch” program which promotes the state’s launch ofnourishment meal plan for students in impoverished areas is a case for study in thisthesis.
The hierarchy analysis framework of self-governance theory points out that thelong-term or repeated collaboration actions may bring about environmental orinstitutional changes. The thesis, accordingly, discusses the environmental changesresulting from Internet-based mass voluntary actions. Still adopting the method of casestudy, from the angle of non-governmental organization(NGO) management andproject operation and optimization, the paper explores the strategies used by NGO inInternet-based mass voluntary actions.
This thesis strictly implements the key points of doctoral dissertation study on“practical management object class” in discipline of management and engineering,embodied not only in the consideration on choosing the title and research object, butalso in successive study of related subjects and adoption of empirical methods. The thesis will deliberate the characteristics and situation of selected objects in new timeand space, the relations between relevant variants or factors and their evolution law inthe system; also it aims at obtaining the corresponding strategies to change the objectsystem.
This paper focuses on the Internet-based mass voluntary actions mechanism,which has a certain value and significance. In practical application, a number of NGOshave used this mechanism in project management and operation, and obtained practicaleffect. Although there is no opportunity to make a further show in the paper, itprovides empirical support for future relevant research work. In theory, new challengeand new opportunity faced by NGOs in the network society is a new direction inmanagement and project operation. This paper explores the strategic managementtheory, resource mobilization theory, the theory of public relations and public projectmanagement, design and operation and other aspects which benefit the non-profitorganization management. In addition, self-governce theory has always beenconcerned with "how a group of interdependent people organize themselves andallocate and manage the public pond resources". While the Internet-based massvoluntatry action is studied from the perspective of "how a group of independentpeople organize themselves to provide, operate and allocate public welfare resources".Thus, the thesis is a replenishment of self-governce theory.
引文
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