网络视频平台与用户群体之间的利益平衡机制研究——基于传播政治经济学的分析视角  

The Interest Balancing Mechanism between Network Video Platforms and User Groups:Based on the Analytical Perspective of the Political Economy of Communication

作　　者：张彦华 ZHANG Yan-hua(School of Public Policy Management,China University of Mining and Technology,Xuzhou 221116,China)

机构地区：[1]中国矿业大学公共管理学院,江苏徐州221116

出　　处：《编辑之友》2021年第8期51-59,共9页Editorial Friend

基　　金：国家社会科学基金一般项目“新媒体技术对国家政治安全的影响及对策研究”(20BZZ034)。

摘　　要：网络视频平台不良的数字技术使用偏好及其负外部性、不良市场偏好及其诱发的不确定性风险,以及网络视频产业利益链条的失衡及该行业生态系统的紊乱等技术、市场和政府层面诸多问题的存在,加剧了网络视频平台与用户群体利益调节的失衡。究其原因,主要在于技术价值导向的偏差及其引发的供给侧、需求侧问题,网络视频领域功利主义的盛行及对行业生态的侵蚀,以及"经济人"视角下的政企博弈与"政府失灵"的风险。因此,采取诸如优化现代数字科技价值导向并以技术中立原则强化正式制度在利益平衡进程中的正外部性,提升网络视频产业发展的制度建构价值、夯实网络视频平台与用户群体间的利益平衡支点,以及健全网络视频产业各主体利益分配的智慧治理体系、建构数字时代网络视频产业发育的良性生态等策略,有助于实现新时期网络视频平台与用户群体间动态的利益平衡。The imbalance between the network video platforms and the adjustment of the interests of user groups have exacerbated as a result of a series of technical,market and government issues:the unhealthy digital technology preferences and negative externalities of online video platforms,the unhealthy market preferences and the uncertain risks induced by them,as well as the imbalance of the interest chain of the online video industry and the disorder of the industry’s ecosystem.The main reasons are the deviation of the technology value orientation and the supply-side and demand-side problems caused by it,the prevalence of utilitarianism in the online video field and the destruction of its ecosystem,the game between government and enterprises from the perspective of "economic man" and the risk of government failure.Therefore,adopting methods,such as optimizing the value-oriented of modern digital technology and using the principle of technological neutrality to strengthen the positive externalities of the formal system in the process of benefit balance,enhancing the value of system construction for the development of the online video industry,and consolidating the balance of interests between the online video platforms and user groups,as well as improving the smart governance system for the distribution of the interests of various subjects in the online video industry and constructing a benign ecology for the development of the online video industry will help achieve a dynamic balance of interests between the online video platform and user groups in the new era.

关 键 词：网络视频平台 用户群体 技术中立 市场偏好 政企博弈 利益冲突与平衡 

分 类 号：G206[文化科学—传播学]