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    2021年全球传播生态发展报告

    摘要

    面对当今世界百年未有之大变局,学界和业界对变局之“变”的认识,变局之“局”的界定、廓清和阐释更加清晰。在此背景下,全球传播生态观测已成横跨学界、业界共识。当下,信息通信技术迭代升级,全球加快传播基础设施建设,中国企业在领跑5G领域关键技术专利方面崭露头角,全球不断加强面向未来的6G核心技术研发与战略合作。此外,卫星互联网建设也被提上全球信息通信技术发展日程。本报告认为,2021年,全球传播生态呈现以下六大特征:第一,社交媒体平台混战打响,TikTok和抖音赛道领先;第二,全球新闻业加快转型,“数字”与“平台”齐头并进;第三,智能传播再发力,技术+媒介迈上新台阶,交互式人工智能技术研发与应用将成为AI发展重点前景,NFT作为新型加密数字代币蓬勃发展,元宇宙辗转虚实勾画人类未来新想象;第四,视频领域角逐激烈,短中长视频同台竞赛,中视频担当后起之秀,流媒体领域再破新局;第五,全球视听业务加快向平台迁移,亚洲地区游戏市场前景广阔;第六,数字治理亟待全球共建,数字反垄断与隐私立法并行发展。展望未来,对全球传播生态提出四点前瞻性提示。第一,全球平台媒体发展架构将撼动原有的信息传播基础架构,引发传媒行业持续震荡和深入思考。第二,Z世代正当时,“懒”经济与偶像经济蓬勃兴起;数字技术“适老化”进入中国社会整体发展议程。第三,元宇宙和NFT合力构造数字人文景观,智能传播进一步助力人类数字化生存。第四,中国国际传播大跨步走向新时代,不断以新概念、新范畴、新表述的持续增量向全球提供新知识、新内容的公共产品,以新传播理念、新传播方式、新传播实践来应对层出不穷的“中国威胁论”思维框架下的复杂舆论挑战,以充实丰富的国际传播实践和饱满向上的理论自信走中国特色的国际传播道路。 <<
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    Abstract

    At a time of major changes unseen in a century,the academic and business circles have formed a clearer understanding of changes with a clearer definition,clarification and interpretation to face these changes. Against this backdrop,the ecological observation of global communication has become a consensus among academic and the business circles. At present,with the upgrade and iteration of information and communications technology(ICT)and the acceleration of global communication infrastructure construction,Chinese enterprises are emerging as the leader in key technology patents in 5G field,and the world is constantly strengthening future-oriented 6G core technology R&D and strategic cooperation. In addition,the construction of Satellite Internet has also been put on the global ICT development agenda. The report believes that since 2021,the global communicative ecology has shown the following six characteristics:First,social media platforms have been in competition with each other,with Douyin and its overseas version TikTok taking the lead. Second,the transformation of global journalism is accelerating,with “digital” and “platform” advancing together. Third,intelligent communication has gained momentum again as technology plus media has reached a new level,interactive artificial intelligence technology research and development and application will become the focus of AI development prospects,Non-Fungible Token(NFT),as a new cryptographic token is flourishing,and the metauniverse is shifting between the virtual and the real,giving new imagination to the future of mankind. Fourth,competition has been fierce in the video making field as short,medium and long videos are competing on the same stage,with the medium-form video becoming a rising star and streaming media breaking new ground. Fifth,the global audiovisual business is accelerating the migration to the platform,and the game market in Asia has a broad prospect. Sixth,digital governance calls for global cooperation,and digital antitrust goes hand in hand with the development of and privacy legislation. Looking forward to the future,the book puts forward four suggestions for the future global communicative ecology. First,the development framework of global platform media will shake up the original structure of information dissemination and trigger continuous thinking on the media industry. Second,the Generation Z(people born from 1995 to 2009)is driving digital consumption and “lazy” economy and idol economy are booming,while digital aging has also begun to enter China’s overall social development agenda. Third,meta-universe and NFT will jointly construct digital human landscape,and intelligent communication will further help digital people’s life. Fourthly,China’s international communication is making great strides towards a new era. It constantly provides public goods with new knowledge and content to the world through new concepts,categories and expressions. It uses new communication concepts,methods and practices to cope with the complex public opinion challenges under the emerging thinking framework of “China threat theory,” taking the path of international communication with Chinese characteristics with rich practices and full theoretical confidence.

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    作者简介
    姜飞:姜飞,教授,博士生导师,北京外国语大学国际新闻与传播学院院长,中国新闻史学会外国新闻传播史专业委员会理事长。
    袁玥:袁玥,北京外国语大学国际新闻与传播学院博士生。
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