本报告首先提出了中国特色媒体融合从技术和产业议程逐步转化为政治议程的历史逻辑。接下来,梳理了中国短视频产业的发展现状及其多元驱动力,包括需求导向的供需关系,互联网金融资本的强势布局,商业模式的分化与重组,用户表达的需求与差异,以及规制的驱动力。基于上述分析,本报告尝试性提出:短视频的兴起弥补了传统媒体与新兴媒体融合发展所留下的源自互联网用户的视频化传播与社交需求,而已经开始的产业资本化和重拳监管将这一可能再次边缘化。如果短视频产业的政策框架和市场环境离它产生和发展的传播动机渐行渐远,更甚之,让短视频蜕变为流量加持的工具,我们就不得不去反思当下的媒体融合是否为充分的,是否提供了更多样的信息消费品,是否赋能了最大多数的互联网用户。
<<This paper firstly puts forward the historical logic of media convergence with Chinese characteristics from technology and industry agenda to political agenda. Then it combs the development status of China's short video industry and its multiple driving forces,including demand-oriented relationships between supply and demand,the strong layout of Internet financial capital,differentiation and restructuring of business model,the needs and differences expressed by users,as well as regulatory driving forces. Based on the analysis above,this paper tentatively proposes that the rise of short video makes up for the video communication and social needs of Internet users left behind by the convergence of traditional media and emerging media,but the industry capitalization and heavy supervision may marginalize this possibility once again. If the policy framework and market environment of the short video industry are far away from the motivation of its emergence and development,moreover,if the short video is transformed into a tool of traffic support,we have to rethink whether the current media convergence is adequate,whether it provides more diversified information consumer goods,and whether it empowers the largest number of Internet users.
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