中国新媒体发展报告No.12（2021）
| 书 名： |
中国新媒体发展报告No.12（2021） |
| 英 文 名： |
ANNUAL REPORT ON THE DEVELOPMENT OF NEW MEDIA IN CHINA No.12 （2021）
|
| 作 者： |
唐绪军 黄楚新 吴信训 |
| I S B N： |
978-7-5201-8482-3 |
| 丛 书 名： |
新媒体蓝皮书
订阅
|
| 关 键 词： |
新媒体 媒体融合 数字经济 微经济 |
| 出版日期： |
2021-07-01 |
中文摘要
《中国新媒体发展报告No.12（2021）》是由中国社会科学院新闻与传播研究所主持编撰的关于新媒体发展的最新年度报告，分为总报告、热点篇、调查篇、传播篇和产业篇等五个部分，全面分析中国新媒体发展状况，解读新媒体发展趋势，总结新媒体发展问题，探析新媒体的深刻影响。
2020年是我国“十三五”规划收官之年，也是5G技术快速发展、规模商用之年，以5G、人工智能为代表的新一代信息技术在政策引导、行业需求、产业发展等因素驱动下，推动我国新媒体发展不断实现创新变革，新媒体发展蓬勃之势愈发凸显，新媒体产业格局与生态持续优化。2020年，我国新媒体应用智能化水平显著提升，应用场景更加丰富，对社会生产生活的嵌入、渗透与影响更加深刻，新媒体社会服务能力显著增强，新媒体作为推进国家治理体系和治理能力现代化重要抓手的角色更加突出。
本书总报告全面概括了2020年以来，面对百年未有之大变局及新冠肺炎疫情的持续深刻影响，中国新媒体发展危中寻机、危中谋变。当前，我国网络和新媒体发展呈现出以下特点：2020年以来，媒体融合发展进入全面发力、深化改革、构建体系的新阶段，推进媒体深度融合处于战略机遇期和关键窗口期。数字经济成为构建新发展格局的重要推动力，数字治理持续推动社会治理变革。互联网头部企业纷纷入局本地生活赛道，数字生活新服务成为发展热门。直播电商引领用户消费理念与生活方式改变，长视频与短视频博弈升级。文化贸易数字化发展势头强劲，互联网专业内容生产展现蓬勃生机，优质内容和品牌影响成为资本市场新宠。微经济多元化创新发展，线上线下消费边界不断融合，网络消费呈现个性化与分众化特点。Z世代人群在网络社会中的重要性愈加突出，成为互联网市场与新媒体研究的关注重点。新媒体助力乡村振兴，城市形象新媒体传播方式方法不断创新，数字空间反垄断与版权保护成为全球性议题。
本书收入了全国研究新媒体的数十位著名专家学者撰写的分报告，深入剖析了县级融媒体中心及其舆论引导能力建设、数字报纸、在线教育、儿童文化产业、视听新媒体技术应用、直播电商、移动短视频、中视频、社交媒体用户行为、网络广告、新媒体版权、公民数字素养等重要议题，对新冠肺炎疫情背景下的谣言传播、舆论反转等进行了具体探讨，对数字化背景下的平台创作者群体进行了实证研究。
本书认为，2020年以来，随着新媒体不断发展，一些问题不容忽视：媒体融合发展的创新性商业模式仍需探索，有关算法的中介作用仍需关注与讨论，互联网治理仍需强化，网络社会治理共同体建设仍待加强。
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