【作者简介】朱涛，中国社会科学院大学社会与民族学院、中国社会科学院社会学研究所；周杨，中国社会科学院大学互联网法治研究中心

【文章来源】《社会学研究》2026年第2期

【内容提要】相比于“双边市场”理论提出之时，如今的数字平台上出现了与既有法律框架的预设有所不同的权利关系和权利使用方式，由此引发平台治理中的权责配置难题。本文通过考察互联网广告平台案例，揭示出平台上权利的部分、临时和非正式使用，即权利的挪动。这一过程在实践中具有多样表现，可从挪动对象、挪动内容和挪动时机三个维度区分。权利的挪动使平台展现出不同于传统企业和双边市场的特征，催生了平台经济的红利，也给平台治理带来挑战。为此，当法律所要调整的经济社会关系发生变化时，法律也需要随之改变。

【关键词】数字平台；平台治理；双边市场；制度主义

【项目基金】本文系国家社会科学基金重点项目“基层社会纠纷解决与治理现代化研究”(22ASH004)的阶段性成果。

【全文链接】https://shxyj.ajcass.com/Magazine/show/?id=122486

The Reshaping of Rights Relationships in Digital Platforms: A Case Study Based on Internet Advertising Platforms

Abstract: Compared to the era when the “two-sided market” theory was first proposed, contemporary digital platforms now exhibit rights relationships and usage mechanisms that diverge from the assumptions of existing legal frameworks. This has Created challenges in allocating rights and responsibilities within platform governance.This paper   examines cases of internet advertising platforms to reveal platforms’ partial, temporary and often informal use of rights, i e. , the shifting of rights. This process takes various forms in practice, which can be differentiated by three dimensions: its counterpart, its content and its timing. The change of the operational mechanism of rights has made contemporary platforms differ from traditional enterprises and multi-sided markets, contributes to the prosperity of the platform economy, while also brings challenges for platform governance. Therefore, when the economic and social relations that the law aims to regulate chauge, the law itself meeds to charge accordingly.