元宇宙视野下文化产业的新业态、新趋势与新模式

The New Business Types,New Trends and New Models of Cultural Industries from the Perspective of Metaverse

目前学术界的元宇宙认知路径,主要有作为技术系统的元宇宙、作为经济系统的元宇宙、作为新认知框架的元宇宙和作为新的文明治理系统的元宇宙等。元宇宙概念虽各异却存在两大共同的核心构件,分别为区块链技术和虚实融合技术。与此相应,元宇宙视野下文化产业领域出现了NFT化的文化产业与虚拟数字人产业两大全新的业态分类。在总体层面,元宇宙的技术对文化产业的发展也产生了深远影响,体现出深度沉浸化、多重主体化、价值链重构化、创作资产化以及超文化化五大新趋势。这些新业态和新趋势促使文化产业生态构建模式的创新。从新规则、新技术、新社群角度可归纳为以下三种新模式:游戏为文化产业整合提供新平台,VR硬件端成为文化产业内容生态新入口以及NFT赋能创作者开创文化产业生态衍生新方式。尽管我国目前对NFT的金融功能和二手交易进行了限制,但从全球视野出发,了解元宇宙进程中的文化产业在世界前沿实践的经验与教训,将是我们未来促进数字文化产业持续发展以及全社会数字经济转型的重要参照与借鉴。

Based on the research literature of metaverse,this paper combs out several main cognitive paths of metaverse in the academic community,and then proposes that although the definitions of metaverse are different from each other,there are two common core components,namely blockchain technology and virtual-real fusion technology.Accordingly,in the field of cultural industries from the perspective of metaverse,there are two totally new business types:cultural industries with NFT and virtual digital human industry.At the overall level,metaverse technology has also had a profound impact on the development of cultural industries,reflected in five new trends:deep immersion,multiple subjectivization,value chain reconstruction,creation as assets and hyperculture.At the same time,these new business types and new trends also promote the innovation of the cultural industries ecological construction,which can be summarized into the following three new models connected with new rules,new technologies and new communities:fisrtly,games provide a new platform for the integration of the cultural industries;secondly,VR/AR hardware becomes a new entrance to the content ecology of the cultural industries;and thirdly,NFT enables creators to create a new way of ecological derivation in cultural industries.Although China currently restricts the financial functions and second-hand transactions of NFT,from a global perspective,understanding the experience and lessons of the cultural industries in the forefront of the world will be an important reference for us to promote the sustainable development of the digital cultural industries and very useful inspiration for us in the transformation of the digital economy.