平台方与出版商:数字视听产业的平台化实践与生态治理

Platform and Publisher:Platformization Practice and Ecological Governance of the Digital Audiovisual Industry

在数字视听生态系统中,视听内容在不同平台和设备载体之间液态化流动,流媒体播放平台与内容出版商博弈的核心主要涉及平台算法是否透明、平台方是否应为内容付费以及新兴平台主体间是否存在“负和游戏”的结果等争议性话题。数字视听的平台化实践催生了以垄断性和扩张性为标志的“平台资本主义”,其加剧了数字视听产品在生产、流通与消费等环节中的不平等现象,而“平台合作主义”的构想则倡导基于公共资源和公平分配的方式促进双方协商融通。结合西方数字视听产业的发展情况,我国数字视听的平台方与出版商应秉持数据公正理念,将社会公正的整体性原则纳入数字视听生态的治理体系之中,不断创新数字视听的动态化治理模式。

In the digital audiovisual ecosystem,platforms and publishers mainly argue about such issues,including whether the platform algorithm is transparent,whether the platform should pay for the content,and whether there exists the negative sum game between emerging platform agencies.The platformization practice has given birth to"platform capitalism"marked by monopoly and expansion,which has aggravated the inequality in the production,circulation and consumption process.The concept of"platform cooperation"thus advocates promoting mutual understanding based on public resources and reasonable distribution system.In combination with the development of western digital audiovisual industry,China’s platforms and publishers should adhere to the concept of"data justice"and incorporate the overall principle of social justice into the governance system of digital audiovisual ecology.