中国新媒体发展报告No.13（2022）
| 书 名： |
中国新媒体发展报告No.13（2022） |
| 英 文 名： |
ANNUAL REPORT ON THE DEVELOPMENT OF NEW MEDIA IN CHINA No.13 （2022）
|
| 作 者： |
胡正荣 黄楚新 吴信训 |
| I S B N： |
978-7-5228-0146-9 |
| 丛 书 名： |
新媒体蓝皮书
订阅
|
| 关 键 词： |
新媒体 媒体融合 智能传播 |
| 出版日期： |
2022-06-01 |
中文摘要
《中国新媒体发展报告No.13（2022）》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。
2021年，是中国共产党成立100周年，也是国家“十四五”发展的开局之年。传媒行业的政策规划逐渐完善，媒介技术应用朝着数字化、智能化持续深化，重大主题宣传带动内容传播提质增效，网络视听与传媒业态不断创新，体制机制调整、运营模式创新、跨域合作兴起，传媒行业深度融入国家治理与社会发展进程。面对百年变局和世纪疫情交织的新形势，中国媒体的国际传播能力、应急传播体系、网络治理模式等面临着新的挑战，同时也迎来了新的契机。
本书总报告全面概括了2021年以来百年变局与世纪疫情带来的深刻而宏阔的时代之变，并持续影响着中国新媒体发展。中国互联网发展呈现出较大的周期性变化，行业发展起伏加剧，各赛道演变加速，新媒体发展迈入关键变革期。当前，我国网络和新媒体发展呈现以下特点：2021年以来，网络监管重拳出击，互联网治理“强监管”达到前所未有的高度。我国不断推动构建新媒体战略传播体系，深化国际传播与微传播的深度融合。元宇宙赋能未来传播，Web3概念成为行业热词。短视频成为主流信息传播方式，直播平台专业化垂直化账号蓬勃发展，政务新媒体账号频频出圈，全景流量布局成为企业发展共识。“耳朵经济”与“她经济”等新经济形态不断扩展，非接触经济与体验经济不断升温，数字经济成为推动建设数字社会的重要引导力与支撑力。网络音乐平台竞争白热化，网络安全问题严峻。社交媒体的情绪化信息传播倾向推动“情绪变现”，传统媒体的网络品牌及信任度建设的重要性凸显。新媒体成为提升北京冬奥会立体传播效果的助推器，我国积极参与全球数字治理取得实效。
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，深入剖析了俄乌冲突的社交媒体舆论战特点与策略、元宇宙、媒体融合、互联网舆论场、公共卫生行动中的新媒体科学传播模式、互联网资讯类产品适老化、视听新媒体技术应用、社交媒体用户使用行为、乡村短视频内容生态、新媒体产业、网络视听产业等重要议题。
本书认为，2021年以来，新媒体不断发展的同时，一些问题不容忽视：媒体融合发展突破性实质创新与后劲不足，新消费产业利益链生态问题值得关注，数字版权保护仍需加强，具有传播力与影响力的新媒体智库建设亟待增强，新媒体领域的自主性国际民意调查项目亟待开展。
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