《新媒体技术基础（双语）》课件-1.1 新媒体认知

模块一：新媒体技术认知Module1:CognitionofNewMediaTechnology单元一：新媒体认知Unit1:NewMediaAwareness02目

录content0103新媒体的概念Theconceptofnewmedia

新媒体的主要特征Themaincharacteristicsofnewmedia新媒体的未来发展TheFutureDevelopmentofNewMedia01新媒体的概念TheconceptofnewmediaPARTONE新媒体的概念Theconceptofnewmedia2013年-2014年，故宫官方推出了三款App：胤禛美人图、紫禁城祥瑞、皇帝的一天。三款App极具趣味，吸引了众多用户的关注。除了实体的文创产品，故宫在网络上也陆续“打”开了宫门，开发出了各类App：每日故宫、故宫展览、清代皇帝服饰、韩熙载夜宴图、紫禁城祥瑞、胤美人图……这些App都蝉联AppStore精选榜单。From2013to2014,thePalaceMuseumofficiallylaunchedthreeapps:theYinzhenBeautyImage,theAuspiciousnessoftheForbiddenCity,andtheEmperor'sDay.Thethreeappsareextremelyinterestingandhaveattractedtheattentionofmanyusers.Inadditiontophysicalculturalandcreativeproducts,thePalaceMuseumhasalsoopeneditsdoorsonlineanddevelopedvariousapps:DailyPalaceMuseum,PalaceMuseumExhibition,QingDynastyEmperorClothing,HanXizaiNightBanquetPictures,PurpleCityAuspiciousness,YinMeirenPictures...TheseappshaveallwontheselectedlistofAppStore.【案例】：故宫的网红之路【Case】:ThePalaceMuseum'sRoadtoInternetPopularity新媒体的概念Theconceptofnewmedia2014年，一篇《雍正：感觉自己萌萌哒》的文章，让平均阅读量四位数的故宫有了第一次的10W+。推送中，比着剪刀手的雍正、挤眉弄眼的康熙等表情包，一炮而红，萌化众人。2016年，故宫IP推出《穿越故宫来看你》H5火爆朋友圈，获得347万点击量…….故宫真正成为超级网红，还归功同年的爆款纪录片《我在故宫修文物》，播出后大热，豆瓣评分达9.4分，超过了热播剧《琅琊榜》，还超过了纪录片《舌尖上的中国》，成为国内纪录片第一。随后的《国家宝藏》、《上新了·故宫》等节目的播出，让这座有着将近600年历史、看上去庄重高冷的故宫，开始接地气了。In2014,anarticletitled'Yongzheng:FeelingCute'broughttheaveragereadingvolumeofthefourdigitForbiddenCitytoitsfirst10W+.Inthepush,comparedtotheexpressionpacksofYongzhengwithscissorsandKangxiwithsquintingeyes,theybecamepopularandadorabletoeveryone.In2016,thePalaceMuseumIPlaunchedthepopularH5Moment"CrossingthePalaceMuseumtoSeeYou",whichreceived3.47millionviewsThePalaceMuseumtrulybecameasuperinternetcelebritythankstothepopulardocumentary"IFixCulturalRelicsinthePalaceMuseum"ofthesameyear,whichbecameverypopularafterbroadcasting.Doubanscored9.4points,surpassingthepopulardrama"LangyaList"andthedocumentary"ChinaontheTongue",becomingthenumberonedocumentaryinChina.Thesubsequentbroadcastsofprogramssuchas"NationalTreasures"and"NewPalaceMuseum"havebroughtthedignifiedandcoldlookingForbiddenCity,whichhasahistoryofnearly600years,totheground.新媒体的概念Theconceptofnewmedia2016年，故宫文创产品销售额已经达到10亿元。2017年，故宫文创产品突破10000种，产品收益达15亿。2018年，相继推出6款国宝色口红，以及“故宫美人”面膜，引发市场一片哄抢。In2016,thesalesofculturalandcreativeproductsintheForbiddenCityreached1billionyuan.In2017,therewereover10000culturalandcreativeproductsintheForbiddenCity,withproductrevenuereaching1.5billionyuan.In2018,sixnationalcolorlipsticksandthe"PalaceBeauty"facialmaskweresuccessivelylaunched,triggeringascrambleinthemarket.新媒体的概念Theconceptofnewmedia【案例分析】：借助互联网是故宫文创红火的关键原因。故宫淘宝、故宫天猫旗舰店的网店让故宫文创的销量大增，这让不去故宫的人也能够享受故宫文化的创意。而且为了更好地开拓市场，故宫还与互联网企业合作，一起推动其文创产品开发和营销。故宫博物院近些年的变化也改变了人们印象中高高在上的紫禁城的形象，更为贴近大众。让优秀传统文化与时代审美相结合，实实在在实现了让“文物”活起来。穿越故宫来看你TravelingthroughtheForbiddenCitytoseeyou上新了.故宫It'snew.TheForbiddenCityCaseanalysis:TheuseoftheInternetisthekeyreasonforthethrivingculturalandcreativeindustryintheForbiddenCity.TheonlinestoresofTaobaoandTmallflagshipstoresintheForbiddenCityhavegreatlyincreasedthesalesofculturalandcreativeproductsintheForbiddenCity,allowingthosewhodonotvisittheForbiddenCitytoenjoythecreativityoftheForbiddenCityculture.Moreover,inordertobetterexpandthemarket,theForbiddenCityhasalsocollaboratedwithinternetcompaniestopromotethedevelopmentandmarketingofitsculturalandcreativeproducts.ThechangesinthePalaceMuseuminrecentyearshavealsochangedtheimageofthetoweringForbiddenCityinpeople'sminds,makingitclosertothepublic.Combiningexcellenttraditionalculturewithcontemporaryaestheticshastrulybrought'culturalrelics'tolife.新媒体的概念Theconceptofnewmedia1967年美国哥伦比亚广播电视网（CBS）的戈尔德马克（P.Goldmark)首先提出了“新媒体”的概念。随后的几十年里，新媒体技术的蓬勃发展改变了人们对社交和获取信息的习惯，媒体也在与人们的互动中不断迭代创新，既有新的媒体出现，也有传统媒体的数字化转型与融合。In1967,P.GoldmarkofCBSfirstproposedtheconceptof"newmedia".Inthefollowingdecades,thevigorousdevelopmentofnewmediatechnologychangedpeople'shabitsofsocializingandobtaininginformation.Mediaalsoconstantlyiteratedandinnovatedinitsinteractionwithpeople,withtheemergenceofnewmediaandthedigitaltransformationandintegrationoftraditionalmedia.新媒体的概念Theconceptofnewmedia新媒体是指以数字技术为基础，以网络为载体进行信息传播的媒介。新媒体是相对于旧媒体而言的，具有时代性的特征。报纸、广播、电视这些传统媒体刚问世时也曾经被称为新媒体，随着互联网和数字技术的发展，当前对新媒体的界定标准是以数字化、网络化为基本特征的新兴媒体。Newmediareferstoamediumthatusesdigitaltechnologyasthefoundationandtheinternetasthecarrierforinformationdissemination.Comparedtooldmedia,newmediahascontemporarycharacteristics.Whentraditionalmediasuchasnewspapers,radio,andtelevisionfirstemerged,theywerealsoreferredtoasnewmedia.WiththedevelopmentoftheInternetanddigitaltechnology,thecurrentdefinitionofnewmediaisbasedonemergingmediacharacterizedbydigitizationandnetworking.常见的新媒体有小程序、网站、微博、微信、网络电视、电子书、数字杂志、电子户外广告等。Commonnewmediaincludeminiprograms,websites,Weibo,WeChat,onlineTV,e-books,digitalmagazines,electronicoutdooradvertising,etc.新媒体（NewMedia）新媒体的概念对于新媒体的定义，可以从狭义和广义两个层面理解：狭义上，可以将新媒体看作继报纸、广播、电台和楼宇广告等传统媒体之后，随着媒体的发展与变化而产生的一种新的媒体形态，如互联网媒体、数字电视、移动电视、手机媒体等。Thedefinitionofnewmediacanbeunderstoodfrombothnarrowandbroadperspectives:Narrowlyspeaking,newmediacanbeseenasanewformofmediathathasemergedwiththedevelopmentandchangesoftraditionalmediasuchasnewspapers,radio,radio,andbuildingadvertisements,suchasinternetmedia,digitaltelevision,mobiletelevision,mobilemedia,etc.广义上，可以将新媒体看作在各种数字技术和网络技术的支持下，以互联网、宽带局域网和无线通信网等为渠道，利用计算机、手机和数字电视等各种终端，向受众提供信息和服务的传播形态，具有媒体形态数字化的特点。Inabroadsense,newmediacanbeseenasaformofdisseminationthatprovidesinformationandservicestoaudiencesthroughvariousdigitalandnetworktechnologies,suchastheInternet,broadbandlocalareanetworks,andwirelesscommunicationnetworks,usingvariousterminalssuchascomputers,mobilephones,anddigitaltelevisions.Ithasthecharacteristicsofdigitalmediaform.1．信息的双向窄播在传统媒体时代，报社、杂志社、广播电台、电视台等（称为信息源）以单向广播的方式传播信息，信息接收方（称为受众）只能被动地接收信息，如图1-1（a）所示。尽管受众也可利用版块、频道等对内容进行一定选择，但受限于预置内容和广播模式，受众的选择权仍然十分有限。此外，受众很难将自己对信息的反馈提交给信息源，对信息不具有话语权。新媒体的概念1.BidirectionalnarrowbroadcastingofinformationIntheeraoftraditionalmedia,newspapers,magazines,radiostations,televisionstations,etc.(referredtoasinformationsources)spreadinformationthroughone-waybroadcasting,whiletheinformationreceiver(referredtoastheaudience)canonlypassivelyreceiveinformation,asshowninFigure1-1(a).Althoughtheaudiencecanalsomakecertainchoicesaboutcontentthroughsections,channels,etc.,theirchoiceisstillverylimitedduetopresetcontentandbroadcastingmodes.Inaddition,itisdifficultfortheaudiencetosubmittheirfeedbackontheinformationtotheinformationsource,andtheydonothaveasayintheinformation.1．信息的双向窄播到了新媒体时代，信息源以双向窄播的方式传播信息，如图1-1（b）所示。其中，“双向”是指受众也参与到了信息的传播中，且成了信息传播的主力军；“窄播”是指新媒体时代受众群体由于选择的多样性产生了分流，新媒体受众定位较传统媒体而言更加精确，但受众规模有所减小。新媒体的概念1.BidirectionalnarrowbroadcastingofinformationIntheeraofnewmedia,informationsourcesspreadinformationinatwo-waynarrowbroadcastmanner,asshowninFigure1-1(b).Amongthem,"two-way"referstotheaudiencealsoparticipatinginthedisseminationofinformationandbecomingthemainforceofinformationdissemination;Narrowbroadcasting"referstothediversionofaudiencegroupsinthenewmediaeraduetothediversityofchoices.Thepositioningofnewmediaaudiencesismoreprecisethantraditionalmedia,buttheaudiencesizehasdecreased.

2．无处不在的信息传播

Theubiquitousdisseminationofinformation传统媒体Traditionalmedia依赖媒介及相关基础设施Relyingonmediaandrelatedinfrastructure便携性差、功能单一，且基础设施的架设成本较高Poorportability,singlefunctionality,andhighinfrastructureinstallationcosts新媒体NewMedia新媒体依托于互联网在传播信息时有着极广的传播范围和传统媒体无法企及的渗透性Newmedia,relyingontheInternet,hasanextremelywiderangeofdisseminationandpenetrationthattraditionalmediacannotachieveindisseminatinginformation新媒体信息的传播极易产生裂变效应，引起巨大轰动和广泛讨论Thedisseminationofnewmediainformationishighlysusceptibletofissioneffects,causingahugesensationandwidespreaddiscussion新媒体的概念3．即时传播

Instantcommunication传统媒体Traditionalmedia发布信息前会进行一系列严格、规范、模式化的采编流程，且需要用到多种专业设备和固定场地Beforereleasinginformation,aseriesofstrict,standardized,andstandardizedcollectionandeditingprocesseswillbecarriedout,andmultipleprofessionalequipmentandfixedvenueswillberequired优点是有效避免了虚假和粗制滥造的新闻，缺点是会造成信息传播滞后Theadvantageisthatiteffectivelyavoidsfalseandshoddynews,whilethedisadvantageisthatitcancausedelayedinformationdissemination新媒体newmedia门槛较低，只需一部智能手机即可完成信息的采编、处理和发布Thethresholdislow,andinformationcollection,processing,andpublishingcanbecompletedwithjustonesmartphone在遇到突发事件时，新媒体平台中常常汇集了更多、更新的信息Whenencounteringunexpectedevents,newmediaplatformsoftengathermoreandupdatedinformation新媒体的概念4．信息内容的多元化

Diversificationofinformationcontent传统媒体Traditionalmedia受众群体涵盖各个年龄、阶层和社会角色，考虑到广泛的受众群体Theaudiencegroupcoversvariousages,classes,andsocialroles,consideringawiderangeofaudiencegroups传统媒体通常只传播普适的、共性的、价值较高的内容Traditionalmediausuallyonlydisseminatesuniversal,common,andhigh-valuecontent新媒体newmedia每个互联网用户都可以成为内容的创作者和传播者Everyinternetusercanbecomeacreatoranddisseminatorofcontent新媒体信息也井喷式增长，且内容朝着多元化、个性化的方向发展Newmediainformationisalsogrowingrapidly,andcontentisdevelopinginadiversifiedandpersonalizeddirection新媒体的概念新媒体的概念自媒体We-media全媒体omnimedia融媒体Fusionmedia指普通大众通过网络等途径向外发布他们本身的事实和新闻的传播方式。ReferstothegeneralpublicthroughtheInternetandotherwaystoreleasetheirownfactsandnewsdissemination.指媒介信息传播采用多种媒体表现手段，利用不同的媒介形态，通过广电网络、电信网络以及互联网络进行传播，最终实现用户在多种终端完成信息的融合接收，实现随时随地获得想要的信息。Itmeansthatmediainformationtransmissionadoptsavarietyofmediaexpressionmeans,usesdifferentmediaforms,transmitsthroughradioandtelevisionnetworks,telecommunicationnetworksandInternetnetworks,andfinallyrealizestheintegrationandreceptionofinformationbyusersonvariousterminals,soastoobtainthedesiredinformationanytimeandanywhere.充分利用媒介载体，把具有共同点又有互补性的不同媒体，在内容、宣传等方面整合，实现“资源通融、内容兼融、宣传互融、利益共融”的新型媒体宣传理念。Makefulluseofmediacarriers,integratedifferentmediawithcommonpointsandcomplementarityincontentandpublicity,andrealizethenewmediapublicityconceptof"resourceaccommodation,contentintegration,publicityintegration,andinterestintegration".

辨析discriminate新媒体的概念媒体类型

Mediatype特点

peculiarity新媒体

Newmedia①媒体个性化突出Personalizedmedia

②受众选择性增多Increasedaudienceselectivity③表现形式多样Diverseformsofexpression

④信息发布实时Real-timeinformationrelease自媒体

We-Media①个性化Personalization②碎片化fragmentation

③交互性Interactivity

④多媒体Multimedia融媒体

Fusionmedia以“数据库”为中心，以“用户”与“服务”为基本点

Centeredon"database"andbasedon"users"and"services"全媒体

omnimedia①不排斥传统媒体的单一表现形式，并视单一形式为“全媒体”中“全”的重要组成

Notrejectingthesingleformoftraditionalmedia,andconsideringthesingleformasanimportantcomponentofthe"all"in"all-media"②覆盖面最全、技术手段最全、媒介载体最全、受众传播面最全

Themostcomprehensivecoverage,themostcomprehensivetechnicalmeans,themostcomprehensivemediacarriers,andthemostcomprehensiveaudiencedissemination③在传媒市场领域里的整体表现为大而全，而针对受众个体则表现为超细分服务

Theoverallperformanceinthemediamarketfieldislargeandcomprehensive,whiletheperformanceforindividualaudiencesischaracterizedbyultra-segmentedservices④人类现在掌握的信息流手段的最大化的集成者

Themaximizeroftheintegrationofinformationflowmeansthathumanbeingshavenowmastered02新媒体的主要特征MaincharacteristicsofnewmediaPARTTWO新媒体的主要特征交互性interactiveness数字化digitalize跨时空的即时通信Instantcommunicationacrosstimeandspace平台化Platformization智能化Intelligent信息生产的数字化带来了信息批量复制和传输过程中即时传达的便利。伴随着人工智能技术的飞速发展，逐步消灭人和机器的差异，影响传播过程中角色互动，深刻改变信息交流和社会生产生活方式。Thedigitizationofinformationproductionhasbroughtconveniencetothemassreplicationandinstanttransmissionofinformation.Withtherapiddevelopmentofartificialintelligencetechnology,thedifferencebetweenhumansandmachineshasgraduallybeeneliminated,affectingtheinteractionofrolesinthecommunicationprocess,andprofoundlychanginginformationexchangeandsocialproductionandlifestyle.新媒体的主要特征数字化

digitalize数字化是将信息以数字0和1编码，供计算机读取并进行统一处理的过程。Digitizationistheprocessofencodinginformationwithnumbers0and1forcomputerreadingandunifiedprocessing.新媒体是依托互联网的发展而产生的，数字化是新媒体的根本特点。新媒体信息的输入、输出、存储、处理、传播和转换都在后台以数字方式进行，文字、图片、视频、音频信息能以数字格式混合在一起实现融合、互动、链接。NewmediaisgeneratedthroughthedevelopmentoftheInternet,anddigitizationisthefundamentalcharacteristicofnewmedia.Theinput,output,storage,processing,dissemination,andconversionofnewmediainformationareallcarriedoutdigitallyinthebackground.Text,images,videos,andaudioinformationcanbemixedtogetherindigitalformattoachievefusion,interaction,andlinking.新媒体的主要特征交互性

interactiveness去中心化搭建的互联网创造了一个相对平等的知识分享和传播的空间。分散的、异质的、广泛的社会大众参与到新媒体的信息传播过程之中，互动性大大增强，打破了大众传播和人际传播的界线，改变了传统媒体带有强制性质的单向信息传送和受众的被动接受模式。Thedecentralizedconstructionoftheinternetcreatesarelativelyequalspaceforknowledgesharinganddissemination.Thedispersed,heterogeneous,andwidespreadparticipationofthegeneralpublicintheinformationdisseminationprocessofnewmediagreatlyenhancesinteractivity,breakingtheboundarybetweenmasscommunicationandinterpersonalcommunication,andchangingtheforcedone-wayinformationtransmissionandpassiveacceptancemodeoftheaudienceintraditionalmedia.新媒体的主要特征交互性

interactiveness一是信息的传输是双向或多向的，信息的传播者与接收者都可以进行信息的发布、分享、点赞与评论，都能最大限度地参与信息的传播。新媒体打造了规模庞大的、分散的传播主体，数字信息的采集和获取已经不是专业传媒机构的专利，智能手机的普及，使图片、图像、视频的采集变得更加容易，数字信息的生产门槛大大降低，数字信息的传送更加便捷，在各类数字终端上只需要点击发送按钮就可以实现。Oneisthatthetransmissionofinformationisbidirectionalormulti-directional,andboththedisseminatorandreceiveroftheinformationcanpublish,share,like,andcommentontheinformation,bothofwhichcanparticipateinthedisseminationoftheinformationtothemaximumextentpossible.Newmediahascreatedalarge-scaleanddisperseddisseminationentity,andthecollectionandacquisitionofdigitalinformationisnolongerapatentofprofessionalmediainstitutions.Thepopularizationofsmartphoneshasmadethecollectionofimages,images,andvideoseasier,greatlyreducingtheproductionthresholdofdigitalinformation,andmakingthetransmissionofdigitalinformationmoreconvenient.Itcanbeachievedbysimplyclickingthesendbuttononvariousdigitalterminals.新媒体的主要特征交互性

interactiveness二是参与传播过程的双方甚至多方对于信息传播环节都有一定的控制能力。内容运营商可以不被用户知觉地记录用户浏览的时间、网页以及停留时间、用户偏好等信息，通过软件定向推送信息。用户可以自由选择浏览、不浏览或屏蔽，浏览后也能够自由发表评论，其他用户在浏览内容的同时，也能浏览他人的评论，并随时互动。Thesecondisthatbothandevenmultiplepartiesinvolvedinthedisseminationprocesshaveacertainlevelofcontrolovertheinformationdisseminationprocess.Contentoperatorscanrecordusers'browsingtime,webpages,staytime,userpreferences,andotherinformationwithoutbeingperceivedbyusers,andpushinformationthroughsoftware.Userscanfreelychoosetobrowse,notbrowse,orblock,andcanalsofreelypostcommentsafterbrowsing.Otheruserscanalsobrowseothers'commentswhilebrowsingcontentandinteractatanytime.新媒体的主要特征跨时空的即时通信

Instantcommunicationacrosstimeandspace基于数字技术的通信技术的发展，让互联网具备了跨时空传送信息的能力。只要接入互联网，人们能够不受空间和时间限制地使用新媒体。智能手机的普及使得新媒体内容的生产和消费更加便利，4G、5G、卫星通信、量子通信等技术的发展不断减小各类信息上传和下载的时长，满足了人们即时通信的需求，也让新媒体消解了传播的时空限制。ThedevelopmentofcommunicationtechnologybasedondigitaltechnologyhasenabledtheInternettotransmitinformationacrosstimeandspace.Aslongaspeopleareconnectedtotheinternet,theycanusenewmediawithoutbeinglimitedbyspaceandtime.Thepopularityofsmartphoneshasmadetheproductionandconsumptionofnewmediacontentmoreconvenient.Thedevelopmentoftechnologiessuchas4G,5G,satellitecommunication,andquantumcommunicationhascontinuouslyreducedthetimerequiredforuploadinganddownloadingvarioustypesofinformation,meetingpeople'sinstantcommunicationneedsandalsoallowingnewmediatoeliminatethetimeandspaceconstraintsofdissemination.新媒体的主要特征智能化

Intelligent新媒体的智能化是一个不可逆转的趋势。在网络、大数据、物联网和人工智能等技术的支持下，新媒体具备了满足人类需求的智能化属性。Theintelligenceofnewmediaisanirreversibletrend.Withthesupportoftechnologiessuchastheinternet,bigdata,theInternetofThings,andartificialintelligence,newmediahastheintelligentattributestomeethumanneeds.新媒体借助智能手机、穿戴设备、传感器技术、射频识别技术、生物识别和图像识别等技术智能化地感知和采集信息。智能语音识别技术可以感知人的自然语言，可以把人的语音转换为文字；语音合成技术可以表达人的语音，让机器开口，朗读文字，还可惟妙惟肖地模仿真人的声音，这二者实现人机语音通信，建立一个能听能说的智能口语系统。此外，新媒体还可以进行信息的智能搜索和分发。Newmediautilizestechnologiessuchassmartphones,wearabledevices,sensortechnology,radiofrequencyidentification,biometrics,andimagerecognitiontointelligentlyperceiveandcollectinformation.Intelligentspeechrecognitiontechnologycanperceivehumannaturallanguageandconverthumanspeechintotext;Speechsynthesistechnologycanexpresshumanspeech,makemachinesspeak,readtextaloud,andvividlyimitatethevoiceofrealpeople.Thesetwotechnologiesachievehuman-machinespeechcommunicationandestablishanintelligentspeakingsystemthatcanlistenandspeak.Inaddition,newmediacanalsoperformintelligentsearchanddistributionofinformation.新媒体的主要特征平台化Platformization信息和知识作为当今社会发展的源泉而确立其中心地位，新媒体作为信息和知识传播的媒介起到了聚众的作用，这为新媒体构建以受众为中心，提供更加完整的服务平台提供了可能。Informationandknowledge,asthesourceoftoday'ssocialdevelopment,haveestablishedtheircentralposition.Newmedia,asamediumforinformationandknowledgedissemination,hasplayedagatheringrole,whichprovidesthepossibilityfornewmediatobuildanaudiencecenteredandmorecompleteserviceplatform.新媒体的主要特征平台化Platformization平台化的主要特点在于利用社群关系建立无限增值的可能性，即网络效应。其核心是通过使用者关系网络的建立达到价值激增的目的。某种产品或服务，当其使用者越来越多时，并且成为社会生活的一种必需品，不使用就无法融人社会，每一位用户所得到的消费价值都会呈跳跃式增加。Themaincharacteristicofplatformizationistheuseofcommunityrelationshipstoestablishthepossibilityofinfinitevalue-added,namelynetworkeffects.Itscoreistoachievethegoalofvalueexplosionthroughtheestablishmentofuserrelationshipnetworks.Acertainproductorservice,asitsusersincreaseandbecomeanecessityofsociallife,cannotbeintegratedintosocietywithoutuse,andtheconsumptionvalueobtainedbyeachuserwillincreasebyleapsandbounds.典型案例新媒体的平台经济

ThePlatformEconomyofNewMedia2011年年初，亚马逊迎来电子阅读的转折点，电子书销售数量超过实体图书销售。亚马逊公司打造自己基于移动互联网的数字内容生态体系。这套全新体系，是软件与硬件的整合，也是内容与渠道的整合，更是制造与服务的整合。图书的“制造”（图书的出版）的产业链被重置，通过强大的、整合性的一站式平台，最大限度去除内容产业的中间商和中间渠道，从而形成内容服务与用户之间的直达通路。Atthebeginningof2011,Amazonreachedaturningpointinelectronicreading,withe-booksalessurpassingphysicalbooksales.Amazonbuildsitsowndigitalcontentecosystembasedonmobileinternet.Thisnewsystemistheintegrationofsoftwareandhardware,aswellastheintegrationofcontentandchannels,andtheintegrationofmanufacturingandservices.Theindustrychainofbook"manufacturing"(bookpublishing)hasbeenreset,andthroughapowerfulandintegratedone-stopplatform,intermediariesandchannelsinthecontentindustryhavebeenmaximallyeliminated,thusformingadirectchannelbetweencontentservicesandusers.再如苹果公司。该公司聚集音乐、出版、电信等各个环节，甚至创造出新的跨界产业。从最初的硬件生产，到早期的程序开发，再到中期的应用商店，最后进行了平台、应用与服务的整合。AnotherexampleisApple.Thecompanygathersvariouslinkssuchasmusic,publishing,telecommunications,andevencreatesnewcross-borderindustries.Fromtheinitialhardwareproduction,toearlyprogramdevelopment,tothemidstageapplicationstore,andfinallytotheintegrationofplatforms,applications,andservices.典型案例【案例分析】：“平台”需要具备如下特征：巨大规模的用户数量；强需求的产品；直接渗透人社会个体生活；激发用户黏性为目标；满足用户个性化需求，绝对细分市场；以用户关系为核心引发网络效应。【CaseAnalysis】:A"platform"needstohavethefollowingcharacteristics:ahugenumberofusers;Strongdemandproducts;Directlypenetrateintotheindividuallifeofhumansociety;Motivatinguserstickinessasthegoal;Meetpersonalizedneedsofusersandabsolutelysegmentthemarket;Usinguserrelationshipsasthecoretotriggernetworkeffects.03新媒体的未来发展TheFutureDevelopmentofNewMediaPARTTHREE新媒体的未来发展1.智能互联媒体和人工智能技术的结合已经由早期的概念进入产品形态，智能推荐、语音识别、智能传感器等技术的应用正在重塑新闻生产和传输的各个环节。对于新媒体来讲，未来的技术发展导向必将是：万物互联，智能加速。1.IntelligentinterconnectionThecombinationofmediaandartificialintelligencetechnologyhasenteredproductformfromearlyconcepts,andtheapplicationoft