How does media organization face the Yuan universe

Compiler: Zhang Jianzhong (Professor of the School of Journalism and Communication of Shaanxi Normal University)

Source: "Young Reporter", No. 15, 2022

The Yuan universe will become our important digital lifestyle. Comprehensive applications of augmented reality, blockchain, 5G and other technologies make the integration of physical and digital world possible. As far as the content -centric media industry is concerned, the Yuan universe will greatly enhance the consumer experience, open up new possibilities for immersive narrative, and also improve the user's various media contact experience. The society we are in is towards a hybrid world. From this point of view, media organizations need to be fully prepared.

However, so far, we may just read the relevant scenarios of the Yuan universe from science fiction. In fact, we need to imagine what it looks like in the future, so that we will not try to escape the reality, but through virtual content Hug it with experience, thereby enhancing our connection with the world and making work more efficient. At the same time, we also have the opportunity to migrate traditional media organizations to the Yuan universe.

‍‍‍‍ The change of work concept

In fact, the concept of work is changing huge and exciting. We are witnessing the evolution and transformation of work. Over time, when we enter the Yuan universe, for most people, work will be less physical labor and more brainpower. The Yuan universe will make work more interesting, more gamified, and more challenging.

The "Gen Z" who has entered the workplace has great enthusiasm for future work. When we consider their future work status, I believe this will involve a large number of creations and construction, whether it is offline specific working form or online virtual work form. In the future Yuan universe, there are more new workers waiting for us to develop. Everyone can imagine what kind of work we will take in the future Yuan universe. At present, media organizations mainly measure the success of the data indicators of likes, sharing and subscribing. In the future, when the user's time interacts with the robot, the way to measure the success of the media before will it change with the change of the virtual experience and the community? We need to understand a new way to measure the success of the media, and whether this way to measure media success is just a number.

Change of business concept

The Yuan universe will also change the way of media organizations and their management operations, which means that their main concerns are communication, strategy and self -reflection. Letting employees of media organizations be more important to understand the changes that are happening, because the transformation of media organizations involves the transformation of the entire team. Active communication can help achieve this goal. The key point is to actively talk to employees organized by the media to let them understand the changing technology and lifestyle. The key is to maintain the openness of discussion.

It is also important that media organizations need strategic vision to carry out strategic layouts through response and actions to the Yuan universe. The Yuan Universe provided huge opportunities for media organizations to allow them to work and interact in a new way. For the application of this advanced technology, the media organization needs to formulate a overall strategy.

For media organizations, it is important to review from the inside and find which employees in the media organization have the knowledge and experience of building the Yuan universe. Some media organizations may have an innovative team with long -term development and virtual reality. In this case, they will become the core member of the media organization to develop the Yuan universe. These technicians are good at thinking about three -dimensional space. Media organizations may also have some young employees familiar with crypto digital technology. Sometimes media organizations do not even know that their young employees are Crypto Natives. The smartest person may be the youngest employees in the news editorial department.

Media organizations need to create a fair, safe, sustainable, and the Yuan universe serving the entire society. This means that media organizations need to develop customized meta -universe solutions to meet the needs of the overall business. For media organizations, the Yuan universe platform may be a breakthrough solution. Because it will allow media organizations to interact with users deeper, and it will also promote media organizations to develop stronger business capabilities.

NFT promotes the monetization of the universe

For many users, the Yuan universe is still a vague concept, but the opportunity of media organizations in the Yuan universe is undeniable. In this virtual world, how will media organizations start business operation? Many people believe that NFT will be monetized for the content and digital products provided by the media organizations in the Yuan universe, and at the same time provide a larger virtual trading space for media organizations, and a more interactive and participating underlying network structure. This will be. It is the architecture system of the Internet in the future, and its supporters call it web3.0.

NFT is a digital asset supported by encrypted digital technology, but they can be used as a certificate of ownership to provide important conversion channels for the currency of assets in the Yuan universe. For content producers and media organizations, it is time to face virtual reality and prepare for the challenges they may encounter, because the Yuan universe has opened a new channel for media organizations. NFT consists of digital tokens recorded on the blockchain and content related to the token. NFT buyers obtain the ownership of the tokens, but usually only obtain the permission of the relevant content, and its copyright is reserved by the content owner.

The advantage of blockchain technology is that it can provide the confirmation of the entire ownership chain. For example, if the user buys a brand shirt for the virtual digital person owned by the Yuan universe, and the ownership of this shirt can be represented by a NFT, then the user can verify the owner before the NFT, and even traces back to this one back to this NFT's original creator. This technical traceability method of blockchain provides a certain degree of source certainty, which is not easy to do in the real world. In addition, another advantage of using NFT for digital asset rights is that if different Yuan universe platforms can be connected to the universal blockchain compatible with each type of NFT, this will make the transaction and sales of cross -platform digital assets easier Essence Time will tell us what coordination will be carried out, but it should be noted that NFT and related content are different -the content is still custody on a separate server, so the digital copyright of protecting IP is still crucial. In addition, if we rely on NFT to provide a certain channel for digital asset sales, it will become very important to understand the connection between NFT and related content from a technical perspective. Maintaining links with its representative content is the key to promoting the monetization of the universe.

Supervision in the universe

The development of web 3.0 may conflict with the traditional regulatory system, because media organizations are still subject to the rules and regulations of the real world. Although there are opportunities in the Yuan universe and the NFT field, when involving digital transactions, people's concerns about fraud, manipulation and money laundering make sense.

The Yuan universe or NFT platform is not inevitable to perform the "anti -money laundering" (AML) and "Kyc) process. The implementation of these processes was initially to prevent illegal transactions such as money laundering and funding through traditional financial institutions such as banks. Especially with the continuous changes and development of industry practice, for media organizations entering Web3.0, it is still important to understand how much their partners have implemented the process of "anti -money laundering" and "understanding your customers". These rules and regulations that need to be complied with are usually required to provide personal information, which often run counter to the flexibility and anonymity of the Web 3.0 value Internet.

Nevertheless, there are still some ways to reduce risks in media organizations and restrict the infringement of some user groups. Media organizations can cooperate with their platform partners to implement geographical coding and IP address filtering to prevent users from sanctioned countries from purchasing digital assets and related NFTs. They can also screen potential buyers based on the list of people and blockade staff. The list has included sanctioned digital wallet addresses into its database since 2018.

One of the benefits to supporting digital services in the Yuan universe is that it is necessary to obtain a digital wallet address, which is usually necessary to hold NFT. The media organizations entering Web 3.0 will have to face the issue of how to achieve business model balance, so that their supervision and legal risks of the real world are consistent with the expectations of the Yuan universe users.

Enter the encryption world of price fluctuations

Entering the universe and using NFT means entering the encrypted digital world. A key decision that must be made when media organizations are engaged in encrypted digital business is whether to accept legal currencies (such as US dollars) and cryptocurrencies, or both accept them. If media organizations choose to accept cryptocurrencies (such as Times Company), they need to further decide which currencies and digital wallets.

Different users use different digital wallets. These digital wallets usually accommodate various cryptocurrencies. The choice of this digital trading infrastructure is almost endless. Therefore, media organizations must limit its large -scale exposure to third parties and evaluate its potential risks. Media organizations may need to investigate with their cooperation platforms and conduct market research on the popular digital wallets and cryptocurrencies popular among target users to avoid risks in the encrypted digital world.

Obviously, encrypted digital currencies are very unstable. If media organizations choose to trade in the Yuan Universe and depend on the sale of NFT as an important income, this will make them face greater financial risks. Media organizations must consider which cryptocurrencies and related wallets are decided to accept which cryptocurrencies and related wallets, and the way they accept currency exchange. In short, media organizations cannot avoid the exploration and application of encrypted digital technologies because of the large fluctuations in crypto digital currency prices. Media organizations need to adapt to new paradigm changes in digital technology.

In the frontier of the Yuan universe and NFT, in a virtual environment centered on consumers, users have huge opportunities, and media organizations have certain potential and opportunities to create new sources of income. Crossing this changing digital environment will inevitably encounter many risks, but cautious strategic decisions and continuous innovation will help these media organizations that can survive and develop in the competition of the web 3.0 era. Essence

Reference format for this article:

Zhang Jianzhong. How to face the Yuan universe [J]. Young reporter, 2022 (15): 98-99.

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