数字孪生技术与中国传媒产业的转型升级——基于媒介化理论视角的思考  

A Study on Digital Twin Technology and Media Industry in China:Based on the Perspective of Mediatization Theory

作　　者：李威 LI Wei

机构地区：[1]南京大学新闻传播学院 [2]江苏省广播电视总台

出　　处：《传媒经济与管理研究》2022年第2期21-43,共23页Media Economics and Management Research

基　　金：2018年度国家广播电视总局社科研究项目“广电媒体新闻融合传播的创新策略研究”(GD1802)。

摘　　要：数字孪生是在“工业4.0”背景下诞生的新概念,它被认为是传统产业完成数字化转型升级的终极解决方案。本文基于媒介化理论视角,创新性地将数字孪生这一概念引入传媒产业,探讨数字孪生与媒介化理论在宏观、中观、微观三个层面的内在关系,探索传媒产业如何通过理念、组织、生态的三级进化实现与数字孪生技术的对接。本文发现,作为现实社会基础设施的传媒未来也有望在数字孪生社会内部以及现实社会和孪生社会之间,转型升级为建构与维持关系连接的新基础设施,这将拓展我们对中国传媒产业未来前景的想象空间。Digital Twin is a new concept born in the context of“Industry 4.0”,which is considered to be the ultimate solution for traditional industries to complete digital transformation and upgrade.This paper innovatively introduces the concept of Digital Twin to the media industry.Based on the perspective of Mediatization Theory,it explores the inherent relationship between Digital Twin and Mediatization Theory at the macro,meso and micro levels on the one hand,and how the media industry can seamlessly connect with Digital Twin technology through the three-level evolution of concept organization and ecology on the other.This paper finds that the media,which was originally a social infrastructure,is also expected to be transformed into a new infrastructure of relational connection that will be used in the Digital Twin society,between the real society and the twin society at the same time,which will greatly expand our imagination of the prospects of the media industry of China.

关 键 词：数字孪生 传媒经济 媒介化 基础设施 

分 类 号：G20[文化科学—传播学]