为什么你的工资三年不涨，却有人直播猪吃饭就能自给自足？这一期，我们把「自媒体」当成一个经济学研究对象：从搜寻成本、计量成本，到估值与报价、人力资本的归属，拆解为什么新需求总是先被自媒体、而不是被公司和组织发现与满足，以及为什么自媒体可能是普通人能买到的最便宜的一份「期权」。

本期主播：

活在当下、老饕

剪辑：

曾谙

本期内容：

03:06 从手工耿到猪吃播的“无用”内容市场

09:46 搜寻成本的大幅下降

15:33 无法提前证明的需求

25:22 劳动的计量成本

34:37 公司的亏本生意成为个人的好生意

39:48 从组织内的估值到市场上的报价

49:20 通用能力与专用能力

54:55 收入两极分化：公司买走的风险与机会

59:56 职业与爱好之间的空间

66:03 用“期权”理解自媒体

70:49 对一门生意的全链条负责

75:48 在真实的碰撞中认识自己

本期音乐：

Impromptu No. 3 in G-Flat Major, Op. 90, D. 899 by Sudden Raindrops --- Michele Nobler

Skylines – No Backing Vocals --- The North

本期相关书籍&论文：

Anderson, C. (2006). The Long Tail: Why the Future of Business Is Selling Less of More. New York: Hyperion.

Hayek, F. A. (1945). The Use of Knowledge in Society. American Economic Review, 35(4), 519–530.

Hayek, F. A. (1968). Der Wettbewerb als Entdeckungsverfahren

Kirzner, I. M. (1973). Competition and Entrepreneurship. Chicago: University of Chicago Press.

Knight, F. H. (1921). Risk, Uncertainty and Profit. Boston: Houghton Mifflin.

Becker, G. S. (1965). A Theory of the Allocation of Time. The Economic Journal, 75(299), 493–517.

Alchian, A. A., & Demsetz, H. (1972). Production, Information Costs, and Economic Organization. American Economic Review, 62(5), 777–795.

Spence, M. (1973). Job Market Signaling. The Quarterly Journal of Economics, 87(3), 355–374.

Milgrom, P., & Roberts, J. (1988). Employment Contracts, Influence Activities, and Efficient Organization Design. Journal of Political Economy, 96(1), 42–60.

张五常：《佃农理论》

Coase, R. H. (1937). The Nature of the Firm. Economica, 4(16), 386–405.

Becker, G. S. (1964). Human Capital: A Theoretical and Empirical Analysis, with Special Reference to Education. New York: Columbia University Press（NBER）

Arrow, K. J. (1962). The Economic Implications of Learning by Doing. The Review of Economic Studies, 29(3), 155–173.

Klein, B., Crawford, R. G., & Alchian, A. A. (1978). Vertical Integration, Appropriable Rents, and the Competitive Contracting Process. Journal of Law and Economics, 21(2), 297–326.

Rosen, S. (1981). The Economics of Superstars. American Economic Review, 71(5), 845–858.

Adler, M. (1985). Stardom and Talent. American Economic Review, 75(1), 208–212.

Thaler, R. H. (1985). Mental Accounting and Consumer Choice. Marketing Science, 4(3), 199–214.

Camerer, C., & Lovallo, D. (1999). Overconfidence and Excess Entry: An Experimental Approach. American Economic Review, 89(1), 306–318.

Hamilton, B. H. (2000). Does Entrepreneurship Pay? An Empirical Analysis of the Returns to Self-Employment. Journal of Political Economy, 108(3), 604–631.

Luca, M. (2011). Reviews, Reputation, and Revenue: The Case of Yelp.com. HBS Working Paper 12-016

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E122 自媒体经济学：普通人参与时代的低价期权

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E122 自媒体经济学：普通人参与时代的低价期权