通用式媒介技术驱动下的传媒经济研究的现状与走势  

Media Economy Research Driven by General Media Technology

作　　者：喻国明 刘彧晗 Guoming Yu;Yuhan Liu(School of Journalism and Communication,Beijing Normal University)

机构地区：[1]北京师范大学新闻传播学院

出　　处：《全球传媒学刊》2024年第1期3-20,共18页Global Journal of Media Studies

摘　　要：2023年传媒业整体步入技术驱动的发展“新常态”,“通用性”成为当年媒介技术发展的典型特征,传媒经济研究也主要围绕互联网与生成式AI两大通用式媒介技术展开。一部分围绕互联网技术脉络审视批判“传媒平台经济”,探讨平台产消市场、平台产业生态和平台资本主义等议题,包括算法“侵入”媒介生产、个性化媒介消费、产业生态化策略、业态生态位突围、平台资本与劳动控制等主题;一部分围绕生成式AI技术脉络研判展望“智能化传媒景观”,探讨AIGC内容市场、智能产业样态和智能技术权力结构等议题,包括AIGC内容范式、人机市场分工、人机产业格局、智能产业监管、智能技术赋权与控制等主题。总而言之,在旧范式退场与新范式缺席的范式真空期,传媒经济研究显得零碎、缓滞,不仅国内外研究旨趣存在张力,不同研究范式内部的割裂亦明显,未来研究更需从“学”的层面反思探寻,建构适于新媒介、新用户与新产业的传媒经济研究范式。In 2023,the media industry as a whole has entered the new normal of technology-driven development,and general technology has become a typical feature of media technology development in that year.Media economy research mainly centers on the Internet and generative AI,two general-purpose media technologies.One part of the research is to examine and criticize the media platform economy around Internet technology,and to explore the issues of platform production and consumption market,platform industry ecology and platform capitalism,including the intrusion of algorithms into media production,personalized media consumption,industrial ecological strategy,industrial ecological position breakthrough,platform capital and labor control,etc.;Another part of it is to focus on generative AI technology to look forward to the intelligent media landscape,and to discuss the AIGC content market,intelligent industry pattern and intelligent technology power structure,including AIGC content paradigm,human-machine market division of labor,human-machine industry pattern,intelligent industry regulation,intelligent technology empowerment and control,and other topics.Generally speaking,in the paradigm vacuum of the old paradigm retreating and the new paradigm absent,the research on media economy seems to be fragmented and stagnant.Not only is there a tension between domestic and international research interests,but also a clear split within different research paradigms.The future research needs to reflect and explore from the theoretical level to construct a new paradigm suitable for new media,new users and new industries.

关 键 词：传媒经济学 通用目的技术 生成式AI 传媒平台 智能化传媒业 

分 类 号：G206[文化科学—传播学]