This article argues that social actors' media ideologies about digital interfaces are key to the enregisterment of online activities. Focusing on an online register emergent from user activities around Year, Hare, Affair (YHA)—a state-aligned Chinese animation—I explore how different metadiscourses evaluate this register by entextualizing digital activities around this animation on two platforms, Bilibili and Weibo. First, mainstream discourses praise the YHA-derived, user-generated register as a case of youth patriotism based on an expressionist, affective understanding of Bilibili's danmu interface. This shows observers' media ideology of an interface can inform their enregisterment of user activities. Second, I analyze YHA's audience design to show that, the interface's organization of user activities conditions the design of the media artifact; the alignment between the audience design and actual user participation in turn informs subsequent enregisterment. Finally, I trace how some users, by drawing on the design of individuated user accounts on Weibo's timeline interface, put forward a different social meaning for the YHA-derived online register. Meanwhile, mainstream media erase such interface features to assert the official uptake of the register. This shows that observers' perceptions of how interfaces organize the interdiscursive distance between user activities and the source media inform their evaluations of an emerging register.

网络活动如何成为具有社会意义的语域(register)?本文认为, 社会成员对数字平台交互界面(interface)的媒介意识形态(media ideology)在此过程中起着关键作用。以网络动画《那年那兔那些事儿》相关的线上语域为例, 本文探讨不同元话语(metadiscourse)如何通过对B站和微博两个平台的用户行为进行文本化(entextualization), 从而对这个围绕这部动画形成的语域作出不同评价。首先, 主流话语将B站的弹幕界面视为一个表达性的(expressionist)和情感性(affective)的工具, 进而将弹幕中出现的《那兔》相关话语解读为青年爱国主义的体现。这表明, 评价者的媒介意识形态会影响其对用户行为的语域化(enregisterment)。其次, 我分析了《那兔》的受众设计(audience design), 发现交互界面的用户行为组织方式能够反作用于媒体内容的设计。当动画的受众设计与实际用户实际行为契合时, 这种契合也可能成为后续评价者语域化的依据。最后, 我观察到部分微博用户利用平台界面中的用户名、头像等符号, 将那兔话语使用者塑造为具体独立的个体, 从而对他们的《那兔》语域得出与主流话语不同的结论。相应地, 主流媒体在借助微博用户的评论巩固官方解读时, 则选择了抹除该平台界面的某些设计。这表明, 观察者对交互界面如何组织用户活动与媒体内容之间的话语距离(interdiscursive distance)的认知将影响其对新兴语域的评价。