Paradigm Breakthrough,Theoretical Innovationand Perspective Broadening:Media Economics Research in the Process of Deep Mediatization — Literature Analysis of China's Media Economics Research in 2022
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Abstract
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。范式突破、理论创新与视野拓宽：深度中介过程中的媒介经济学研究——2022年中国媒介经济学研究的文献分析
In 2022, with the deepening of the practice of metaverse and Web3.0, the process of deep media transformation in society is advancing. The media industry is sinking from a functional industry to a social infrastructure, and research on media economy has also undergone a transformation. This study summarizes the main achievements of media economy research in China in 2022 and finds that the overall research shows a trend of paradigm breakthroughs, theoretical innovation, and broadening of horizons. Specifically, at the paradigm level, scholars' media views and media industry epistemology are iteratively upgraded; At the theoretical level, the research not only extends the theoretical understanding of the media market mechanism and production and consumption mechanism, innovates the evaluation model of media management, but also rethinks the current applicability of the "audience commodity theory"; At the perspective level, scholars are paying attention to new encryption technologies represented by blockchain and digital assets, as well as new media formats represented by games and the metaverse. On the other hand, they are rethinking the characteristics of new users and conducting research around the bounded rationality and labor control of user groups.
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