在商品经济越来越发达的当下，商品的种草拔草成了品牌营销传播中非常重要的一环。多数品牌方会在各大社交平台利用 KOL 传播类似 UGC 的产品向内容，这些平台的 KOL 掌握了强有力的话语权，影响着他们粉丝对产品的判断，也影响着消费者对商品的种草与拔草。但在豆瓣平台有一个“我爱化妆品”小组，里面的成员打破了其他平台的议题设置方式和从上至下的链状的传播模式，形成了独特的参与式文化，在这种参与式文化的场域里进行社群种草传播。

本研究基于网络民族志和访谈法，对豆瓣“我爱化妆品”小组趣缘社群传播的形成背景、小组成员用户特征、参与式文化中的文本特点和权力互动进行了分析。

通过 5 个月的观察、访谈和分析，本研究得出以下结论：豆瓣“我爱化妆品”小组内的传播交流呈网状；大多小组成员来自一线城市，且呈高学历、高收入、女性多于男性的总体特点；个体之间相对平等，但也有其他因素影响着议题的传播力，比如对主流社交平台商品信息的盗猎与整合、对美妆知识的掌握度、颜值的高低和发帖人的措辞等。本研究还通过分析妆组搬家事件，发现在“我爱化妆品”小组的参与式文化场域下，仍存在社会文化结构和资本的外部权力介入、不同成员的自我赋权程度不同等现象，造成组内权力博弈。

最后，本研究对种草经济的传播模式和内容进行了反思：作为化妆品品牌，应尊重以女性为主体的消费者，保证品牌营销内容；作为女性消费者自身，也要保持正确的消费观，理性种草、理性拔草。

With the development of commodity economy, Zhongcao and Bacao of the commodities have become an important link in brand marketing communication. Most of the brands may take advantages of KOLs from various social platforms to advertise product contents similar to UGC. The KOLs of these platforms owns great discourse power, which affects the judgment of their fans on the products, and also affects the behavior of Zhongcao and Bacao of the products by consumers. However, there is a group called "I Love Cosmetics" on Douban platform, where the members have broken the topic setting mode of other platforms and the chained communication pattern which is from top to bottom, forming a unique participatory culture where they perform communication spread of Zhongcao. 

Based on online ethnography and interview, this study analyzed the formation background, user characteristics of group members, textual characteristics and power interaction in the participatory culture of "I Love Cosmetics" group on Douban platform. 

Through observation, interview and analysis of five months, this research has drawn the following conclusions. The communication in the group of "I Love Cosmetics" on Douban platform is like a network. Most of the team members are from first-tier cities, with high education, high income and more women than men. Individuals are relatively equal, but there are other factors affecting the spread of issues, such as the poaching and integration of commodity information on mainstream social platforms, the mastery of beauty knowledge, the high-low of the level of physical appearance and the words of the posters. Through analyzing the moving events of the group, this study also found that in the field of participatory cultural of the group, there were still external power intervention by social cultural structure and capital, and that d different degrees of self-empowerment caused the power game within the group.

Finally, this study reflects on the propagation mode and content of Zhongcao economy: as a cosmetic brand, it should respect the consumers, where women is the principal part, and should ensure the brand marketing content. As female consumers themselves, they should also keep a correct view of consumption, rationally Zhongcao and Bacao.