如何在充满不确定性的传播场域中寻求有效的发展——在《中国互联网广告数据报告(2020)》发布会上的主旨演讲

How to Seek Effective Development in the Uncertain Communication Field——Keynote Speech at the Launching Event of “China Internet Advertising Data Report(2020)”

不确定性是当前发展的最大特点。如何在充满不确定性的传播场域中寻求有效的发展是传播理论与实践的重要课题。本文认为,当前和未来传播领域最大的机遇主要有二:一是未来十年、二十年社会及千行百业的"媒介化"再造,这是时代发展赋予传媒业发展的最大的机遇之所在;二是互联网时代、尤其是智能化时代最具发展意味的市场拓展空间来自于小微市场,即基于微资源、微力量、微价值、微内容的微创新——这是一个具有巨大发展前景的市场蓝海。

Uncertainty is the hallmark of the current development.How to seek effective development in the uncertain communication field is an important issue in communication theory and practice.This paper holds that there are two major opportunities in the field of communication at present and in the future.One is the "mediaization" of the society and thousands of industries in the next ten or twenty years,which is the greatest opportunity for the development of the media industry given by the development of the times.The other is that the most significant market expansion space in the Internet era,especially in the intelligent era,comes from the small and micro markets,that is,micro innovation based on micro resources,micro power,micro value and micro content--this is a blue ocean market with huge development prospects.