新媒体传播的文化考量与商业价值

Cultural Reflection and Commercial Value of New Media Communication

近年来,微博、SNS、视频分享网站等新媒体的发展突飞猛进,它们以前所未有的开放性和互动性,创造了新的工作方式、生活方式和思维方式。"新媒体"一直都是一个不断变化的概念,它的承接与更新是技术和社会双重驱动的结果。这种既分裂又融合的新媒体传播几乎重塑了人类生活的所有重要领域:一方面,它导致了网络文化的变迁,受众集媒介生产者和接受者于一身,通过各种方式主动参与新媒体,与互联网"对话";人们的生活中,真实和虚拟、线下与线上逐渐融为一体;新媒体的传播使人们的文化实践"脱域",同时也加强了本土化认同,全球本土化趋势越发明显。另一方面,它也创造了极大的商业价值,新媒体传播带来了新市场、新模式和新力量,为我们铸造了一片供更多合作伙伴共同创造、供用户自由选择的商业新天地,但新媒体经济繁荣的背后也隐藏了商家和新媒体自身的危机。

In recent years, the rapid development of new media such as microblog, SNS and video sharing websites has created new ways of working, living and thinking with their unprecedented openness and interactivity. ＂New media＂ has always been an ever-evolving concept, and its update has been driven by both technical and social factors. The differentiation and integration of new media reshape almost all important areas of human life： on the one hand, it led to the changes of network culture, in which audience become both media recipients and producers, initiating networked ＂dialogue＂ through a variety of ways. Real and virtual, offiine and online life has become gradually integrated. Cultural practice has been disembedded, but its local identity has also been strengthened, making ＂glocalization＂ a more obvious trend. On the other hand, it also created enormous commercial value through new markets, new models and new strength, making space for more cooperation, creation and user freedom of choice. Yet behind the new media economic boom lies new media＇s own crisis.