Focus on the front line | "present" under the vision of the universe: another perspective of media integration

Author:All media exploration Time:2022.06.15

Author: Guo Jing: Deputy Dean and Associate Professor of the Media College of Shandong Women's College; Xiao Huixin: Lecturer of Shandong Women's College Media College

Source: "All Media Exploration" May 2022 issue

Abstract: The daily practice of "media integration" as a national strategy has penetrated into the domestic media's collection and editing, and it has played huge efficiency. This article studies the development trend of media integration from the perspective of "presentation" in the perspective of the Yuan universe. From the aspects of the breakthrough of the media boundary and the bias of the communication technology, the Yuan universe makes the long -range body "present"; from the perspective of deepening the empathy experience and emotional resonance among users, the interaction of information dissemination in the universe is enhanced; from the platform In terms of industry regulation and algorithm governance, the Yuan universe enables creators to surpass platform media and avoid the tendency of information cocoons and entertainment and vulgarization.

Keywords: Yuan Cosmic; present; media integration

As a national strategy, "media integration" has penetrated into the daily practice of domestic media's collection and editing in recent years, and has exerted great efficiency. For example, the production and performance of the news industry breakthrough, text, sound, and portrait, use H5, live broadcast (especially slow live broadcast), artificial intelligence, etc. Although the current Yuanshan universe can only be the model and vision in the concept due to the limitation of technical barriers, it has a positive practical significance and practical value from the perspective of "present" in the perspective of the Yuan universe.

The Metaverse originally meant "transcendence of the universe". It first appeared in the science fiction novel "avalanche", which described the mankind to live in parallel virtual space in the way of figures. Digital virtual space is the "Yuan Universe". From the illusion of novels to the implementation of technology, it is not a public imagination or a gimmick of the Internet giants, but the inevitable presentation of the development of the Internet to a certain stage. It is regarded as the only company in the market with the CEO of Roblox's CEO of Roblox, Baszuki, which proposes eight characteristics of the "Yuan Universe", namely the identity (Identity), Friends, and immersive. , Low FricTion, Variety, Anywhere, Economy and Civility. [1] In addition to diversification and civilization in the above features, other characteristics are directly associated with "Sense of Presence". The individual in the Yuan universe no longer uses the traditional account of the web2.0 era, surpassing the textual description, and does not be restricted by time and space with virtual identity "present" to experience the immersion social effect.

In September 2020, the "Opinions on Accelerating the Deep Integration of Media" issued by the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council pointed out that the results of the use of information technology revolution and strengthening the forward -looking research and application of new technologies in the field of news communication; 2021 On December 5th, Xinhua News Agency announced the establishment of the "Yuan Cosmic Lianchuang Center" to participate in the new generation of new generation of Internet digital space and new ecosystem; on December 24, 2021, "Shanghai Electronic Information Manufacturing Development" Fourteenth Five -Year Plan "plan 》 Formally list the Yuan universe as one of the four front -edge exploration fields. It can be seen that with a new generation of digital numerals represented by 5G/6G, big data, cloud computing, the Internet of Things, artificial intelligence, blockchain, virtual reality, brain interface, wearable equipment, digital twins, etc. The emergence and application of the information technology group, the vision of the Yuan universe as the Internet and social form is approaching.

1. The body is present: the limit of time and space

元宇宙所具备的虚拟现实(VR)与人工智能技术(AI)结合后，不依靠手指动作来营造场景，改变了“物理关联”的闭合方式，呈现出幻觉性的“具身性在场”( Instead of simply watching). This sense of immersion and interaction is unified, reshaping the body of the body and the dimension of time and space, and forms a revolutionary story situation and a strong sense of truth. [2] Digital twin technology creates countless "digital avatars" for the unique "digital identity" of the "digital identity". Explosion to generate heterogeneous identity, so as to realize its desire to have another way of living, also known as "user stand -in creation". For example, people with disabilities of the body can obtain the same touch of the body and the ability to use the use ability through the somatosensory equipment of the digital incarnation to achieve the "freedom" of the activity. On the contrary, users with a healthy body can also experience the physical and psychological feelings of people with physical disabilities through somatosensory equipment, so as to achieve mutations in physical media; for example, in the deep sea, outer space and air crash, earthquake, war, war, war, war, and war that were difficult to reach in the past At the scene, the audience can not only "be present", but also break through the traditional lens and choose to observe objects freely, and directly bring "virtual" into reality.

What are the representations of the web3.0 stage? It is not consistent, but there is no doubt that the Internet has passed from the era of information and relationships to the era of intelligence (pictured). [3] In a sense, the Yuan universe has re -created an individual existence that is better than the real body in another space -time. Essence However, the more important technical guarantee and premise is that "digital identity" is different from the basic information in the current Internet environment. It must be mapped according to personal real information and original memory. With the premise and base of the "digital identity" avatar. In the current media fusion scenario, the border of communication has been broken, and the user's long -range body "presence" is possible. The common slow live broadcast and VR technology in the media fusion practice have span the barriers of time and space to the body to some extent. The interactive integration media product "The Seven Years Behind the Seven Years of Photos" created by the Hunan Radio and Television Mango Client created "Photos+Text+Video+Music" in H5 forms a carrier such as short videos, pictures, and text stories. Focusing on the fields of environment, industry, education, etc., three -dimensional and comprehensive ways to make the audience who did not really experience the sharp changes in the Eighteen Cave Village in the past seven years. Another example is the "5G+4K+VR" live broadcast used in Xinhua News Agency's mobile live broadcast product "Peak Witness -2020 Mount Everest Top Sight". Do related activities to warm up, complete the image collection of the five camps with the customized version of the "Mount Everest Intelligent Interview APP". The panorama presents the road of climbing, scientific research and withdrawal of relevant personnel, and realizes the user's body in the restricted area of life. "". Only in this scene, the body and the medium are still separated, and the body's function is "transferred" instead of the body and the medium after the realization of the Yuan universe is "connected".

It must be pointed out that any technology is served for products. At present, the phenomenon of weakening news such as dazzling techniques and gaming is still visible to the market. , Technical Services.

Second, the relationship is present: the interaction architecture of information dissemination

The interactive structure in the vision of the Yuan cosmic universe is decentralized and decentralized, that is, always face -to -face or forever, this is completed under the premise of identity. At the beginning of 2021, the construction of the "Social Yuan Universe" was first proposed for the first time of the virtual social network soul that was strengthened; in the Facebook's Yuan universe industry layout, the virtual office allowed users Identity interaction, similar to the exclusive virtual script killing game, can meet the user's work, social and companion needs; everyone can participate in the co -constructed game social platform Roblox directly promoted the formation of the "Yuan universe". Among them, of which, of which, of which, of which, of which, of which A player can create the game by themselves. B players can "use" the game created by A or the game created by A. A can be sold in this process and obtains benefits. Everyone can participate in the process of creating the game to create the game. It reflects the "decentralization" interaction structure of the Yuan universe.

One of the manifestations of media integration is to change the two -way interaction of the content platform and users dominated by traditional media. In the context of this degree of communication depends on the distribution logic of social forwarding and the distribution of super content platforms And emotional resonance. [4] Taking TV news as an example, in the traditional media era, the Internet platform directly uploaded the original news programs. In the era of media integration, it is based on the principle of mobile priority to produce a separate Internet communication version, customizing personalities for users The friendly content of Hua, even the separation of the platform attributes and user portraits, produces vertical video products. With the continuous changes of technology, the content of the media fusion is no longer simple information, but the reconstruction of user relationships. It can be said that the change in the connection method of relationships is one of the important ways of media advancement.

The slow live broadcast forms often used by media units at the moment make the space distance zero, and scattered individuals can be assembled, and strong psychological belonging is formed by collective viewing together. For example, during the Tokyo Olympic Games, the Chinese team launched the Chinese team's refueling zone in the "Central Friendship Circle" and assembled the fun group to expand the level and influence of the interest community. In addition to getting short emotional energy, users will also carry out long -term emotional accumulation to attract users to participate in the next collective appreciation. People in the group who are in the new type of "information+social" habits and relationships, the focus of attention has exceeded the information itself, has certain social attributes, and deducts niche communication as collective carnival. [5] For another example, in 2020, the VR video special "Meeting You" produced by the Korean MBC TV documentary channel in South Korea. After 8 months of production cycle, the team's technicians capture the images of girls who died of illness during illness. Through the modeling of sound synthesis, action, and facial expressions, the mother and daughter can "reunite" in the video. The scenes and characters that have disappeared in the real world can "regenerate" in the digital world. Therefore, VR news penetrated with VR technology no longer has the concept of camera, but provides a panoramic and immersive media environment for the audience. Users can watch the details of the details, interact with the character elements in the scene, communicate with information, and spread information. Interactivity is significantly enhanced. Third, power is present: creators who go beyond the platform

The emergence of the blockchain and NFT (NON-FUNGIBLE tokens, non-homogeneous tokens) relied on the Yuan Universe, making digital values and ownership no longer exclusive to the platform company. Creators have the ownership of data. Can be held accountable for infringement, thereby realizing the transfer of "power" of the creator. It is most likely that it is likely to surpass the new era of knowledge economy centered on the creator -centered knowledge economy that transcends the web2.0 era. Taking the Yoyow Public Chain, which re -assigns the power of the creator, as an example, the power of judging the quality of the content is stripped off from the platform, and the original operating behavior such as the user's direct likes, sharing, and comment is transferred. The better the original operating behavior, the more frequent the rights that the creators can get. At this time, the information aggregation platform does not determine the wind direction and traffic of the user's creative content, and it cannot obtain benefits through advertising.

However, the current power relationship between the creators and the platform is another scene: on the one hand, due to the slowly shooting trend of media institutions than the development of the media, insufficient capital investment, and lack of effective technical support, the integration media of traditional media has always been the media. There are reality such as the dispersal of the audience, the lack of business revenue, and the insufficient development momentum of the platform; on the other hand, the platform -shaped media generated after the content production and content distribution are separated from the user's content. The traffic and exposure that can be obtained by these contents lead to information cocoons and tendencies in entertainment and vulgarization.

Therefore, even if the traditional media sing high and accelerate the process of "melting media", more "parasitic" on the platform media, and the latter is mostly reduced to the content producer of the platform media. grow. How to carry out industry regulation and algorithm governance on platform media, how to resist irregular, unhealthy, and unrealistic information dissemination has become the predicament and propositions that need to be resolved in the process of media integration. At this time, the mainstream media cannot be caught in the solidification operation of wedding dresses for others, but should actively respond to the expansion of the platform media power and layout again. ; The "5G+AI" mode adopted by the People's Daily creates the relevant applications of smart platforms and "smart cloud editors"; Xinhua News Agency's "big data+artificial intelligence" "media brain" and so on. These technical paradigm -dominated media fusion methods surpass the content production, production and distribution pathway of traditional media, and can be deemed to be close to the vision depicted in the Yuan universe.

Fourth, conclusion

The outbreak and popularity of the new coronary pneumonia, and the prevalence of the "home economy" form worldwide, objectively increased the psychological needs and action practice of people's investment in virtual space activities. Earlier, the Classic game "My World", which was known as "The First Stock of the Cosmic Universe", has moved the graduation ceremony to the virtual space through the classic game company Roblox, which is known as the "first share of the Yuan universe". In the scene of the Yuan universe, traditional radio and television users no longer switch pictures or platforms when watching TV shows, but instead enter the virtual space of different TV programs with other people with "digital avatars", and even because of their interpretation Repair the product ending.

As the new industry blue ocean, the media group that enters the new stage of integration is bound to include the Yuan universe as an important development strategy. With the composition of the Yuan universe, the process of pushing the current media integration must fully respect the law of network communication, improve the production efficiency and communication effect of the media, transform from manufacturer to service providers, and accept the test of the new media in a new posture.

[references]

[1] New Media Research Center of the School of Journalism and Communication of Tsinghua University.

[2] Tan Xuefang. Graphics incarnation, digital twin and body nature are present: body-new perspective in the technical relationship mode [J]. Modern Communication (Journal of Communication University of China), 2019,41 (08): 64-70 +79. [3] Fang Lingzhi, Weng Zhicheng, Wu Xiaoyue. The Research on the Universe of the Universe: Re-upgrade of the virtual world [J]. Future communication, 2022 (2): 10-18.

[4] Zeng Xiangmin, Liu Riliang. "Ecological Construction": In-depth advancement of the media in deep integration [J]. Modern Publishing, 2022 (01): 50-63.

[5] Guo Jing, Xiao Huixin. From the "Cao County Sirdornia", the dimension of the network stalk dissemination [J]. Young reporter, 2021 (18): 43-44.

[This article is the achievement of the "1+2+X 'Innovation Entrepreneurship Education Exploration Research" (project number: 202102642037). .

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