Sora冲击波下的媒体融合——重新理解媒体融合的理论与实践

Media Fusion under Sora Shockwave——Re-understanding the theory and practice of media integration

Sora冲击波波及诸多领域,而媒体融合处于冲击波的中心位置。媒体融合的概念和内涵都将产生颠覆性影响,需要彻底重构。媒体形式的界限和媒体形态的边界是我们过去理解媒体融合的关键所在。而Sora告诉我们,随着AI算力提升,智能传播下文本、图片、语音和视频等过去旧有的媒体形态的边界可以消解。进入智能传播阶段,媒体融合已然变成人类信息传播的一次颠覆性的宏大变革,一场以大模型、算法和智能体等为基础的超级数字融合已经开启。要适应和赶上这一次浪潮,我们必须以全新的视角和理念来重新理解媒体融合。媒体融合的根本使命,就是走出过去基于大众传媒的集中控制、相对封闭的大教堂模式,而走向全球开放一体化的大集市模式。我们过去媒体融合的诸多努力存在着严重失焦的问题,一系列重大的战略举措并没有真正聚焦在正确的方向和正确的趋势方面,而更多被新兴的传播形式和现象所牵制。我们需要重估中央厨房、两微一端、县级融媒体等过去一切的着眼于旧有媒体形式的努力。站在新的趋势上,以科技为基础,围绕数据驱动、AI生成和人机融合,寻找新的范式和路径,重新定位媒体融合的主战场,抢占未来主流的信息传播机制。

The Sora shockwave has impacted numerous domains,with media convergence at its epicenter.Both the con⁃cept and content of media convergence are poised to wield a disruptive influence,necessitating a thorough restruc⁃turing.Historically,the delineation of media forms and the boundaries of media types have been pivotal in our un⁃derstanding of media convergence.This perspective,rooted in traditional media formats,has constrained the un⁃derstanding and practice of media convergence over the past 30 years.However,Sora indicates that with the en⁃hancement of AI computational power,the traditional boundaries between texts,images,speech,and videos under intelligent communication can dissolve.As we enter the phase of intelligent communication,media convergence has morphed into a radical and grand transformation of human information dissemination-a super digital integration based on large models,algorithms,and intelligent agents has commenced.To adapt to and keep pace with this wave,we must reinterpret media convergence through a fresh perspective and concept.The fundamental mission of media convergence is to move away from the past centralized control and relatively closed cathedral model of mass media,towards a globally open and integrated bazaar model.Many of our past efforts in media convergence have been severely unfocused,with major strategic initiatives failing to truly concentrate on the correct direction and trends,often sidetracked by emerging forms of communication and phenomena.We need to reassess past efforts centered on old media forms,such as the central kitchen,WeChat/Weibo-mobile apps,and county-level integrat⁃ed media.Standing on new trends,and grounding our approach in technology with a focus on data-driven proces⁃ses,AI generation,and human-machine integration,we must seek new paradigms and pathways to reposition the main battleground of media convergence and seize the mechanisms of mainstream information dissemination in the future.