长尾理论视野下的网络视频与大众话语权

The Public Speech-Right and Web-video in the Perspectives of Long Tail Theory

长尾理论从经济学角度出发,揭示了商品在线销售的一般规律,但它对网络时代大众话语权的研究同样具有指导意义。网络视频是一把双刃剑,它对大众话语权的影响具有双面性。我们应对网络视频及其体现出来的话语权进行积极引导并加以利用,使其成为促进数字媒体和文化创意产业发展的利器。足够大的流通渠道、个性化的创意产品和网民的热评无疑是基于网络视频的文化创意产业发展缺一不可的要素。为保证网络视频的健康发展,我们应建立健全的法制,提高公众的媒介素养并树立网络视频与权威影像和谐共存、均衡发展的理念。

The Long Tail theory illustrating the rules of e-business from the economic point of view can provide guidance in the research of public speech-right in the era of Internet. Web-video is a double-edged sword, exerting a dual impact on the public speech-right. We should steer the development of web-video and the pubic speech-right so as to promote the development of digital media and creative industries. Wide-enough distribution channels, personalized creative products and heated discussions by netizens are indispensable elements that promote the development of video-based creative industries. To ensure the healthy development of Web-video, a sound legal system should be established and the public： literacy of media should he increased so that web-video could coexist with the authority video.