深度媒介化进程下的传媒经济研究——基于2022年中国传媒经济研究文献分析

Paradigm Breakthrough,Theoretical Innovation and Perspective Broadening:Media Economics Research in the Process of Deep Mediatization——Literature Analysis of China's Media Economics Research in 2022

2022年伴随元宇宙、Web3.0实践深入,社会深度媒介化进程推进,传媒业从功能性产业下沉为社会基础设施,传媒经济研究也经历转变。本研究梳理国内2022年传媒经济研究主要成果,发现研究总体呈现出范式突破、理论创新及视域拓宽之势。具体来说,范式层面,学者们的媒介观和传媒业认识论迭代升级;理论层面,研究不仅延伸了对传媒市场机制和产消机制的理论认识、创新了传媒经营的评估模型,还重新省思了“受众商品论”的当下适用性;视域层面,学者们一方面关注以区块链和数字资产为代表的新加密技术、以游戏和元宇宙为代表的新传媒业态,另一方面重新反思新用户特征,围绕用户群体的有限理性及劳动控制展开研究。

Along with the deepening of metaverse and web 3.0 practices and the deep-mediated process of society,the media industry has sunk from a functional industry to a social infrastructure.Media economy research has also undergone a transformation.The present research compares the main results of domestic media economy research in 2022 and finds that the research in general shows three characteristics:paradigm breakthroughs,theoretical innovations,and a broadening of perspectives.At the paradigm level,scholars have upgraded their media view and epistemology of the media industry.At the theoretical level,research has not only extended the theoretical understanding of the media market mechanism and the production-consumption mechanism but also innovated the evaluation model of the media business.In addition,they rethought the current applicability of the Audience Commodity Theory.At the research topics level,scholars focus on the new cryptotechnology represented by blockchain and NFT,and the new media industry represented by games and metaverse.Moreover,they rethink the characteristics of new users and center on the limited rationality and labor control of user groups.