全球传播生态,作为一种具有较强阐释力的概念体系,对学界知识生产和业界实践创新持续产生深刻影响。当前,全球信息基础结构变迁迈入新阶段,5G-A(也称5.5G)商用起航,进一步拓展商业边界、业务边界和能力边界,全球6G技术研发、融合与竞争的发展态势下,卫星互联网成为下一代信息技术竞争高地。本报告认为,2023年以来,全球传播生态呈现以下六大特征:第一,互联网应用激发新型消费潜力,文旅国潮入主流量争夺赛道;第二,人工智能技术进程细分进阶,引发传媒业技术融合升级;第三,社交媒体短内容成为新增长点,游戏市场注重内购营销转化;第四,互联网广告加速拥抱数字化,全球娱乐市场消费前景广阔;第五,微短剧在影视行业异军突起,流媒体巨头Netflix进击广告创收;第六,Web3技术迭代引领新发展,数字中台行业市场高度集中。展望未来,对全球传播生态提出三点前瞻性提示:第一,全球传播的信息基础生态已经发生结构性改变,促使信息流动与信息增值/贬值的速率不断提升;第二,全球数字化高速推进进程中隐私安全问题频出,基于AI的数字诈骗亟待治理;第三,应在深刻认识国际传播复杂性的前提下,推进中国国际传播艺术性、战略性的同步提升,以服务于新时代中国国际传播自主知识体系的构建和中国特色国际传播理论与实践的升华。
As a conceptual framework with significant explanatory power,the global communicative ecology continues to shape both the production of academic knowledge and innovations in industry practices. The transformation of global information infrastructure has now entered a new phase. The commercial deployment of 5G-A(also known as 5.5G)has expanded the boundaries of commerce,business,and capability. In line with the global research,development,integration,and competition surrounding 6G technology,the Internet of Satellites(IoSat)has emerged as a key competitive frontier for the next generation of information technologies. This report identifies six key features of the global communicative ecology since 2023:first,the expansion of internet applications has unlocked new consumption potential,with Chinese-style cultural tourism emerging as a key player in the competition for traffic. Second,the progressive subdivision and advancement of AI technology have led to the integration and upgrading of media industry technologies. Third,short-form content on social media platforms has become a key driver of growth,with the gaming industry increasingly prioritizing in-app purchases and marketing-driven conversion strategies. Fourth,internet advertising is rapidly embracing digitalization,and the global entertainment market shows vast consumer prospects. Fifth,micro-short dramas have become a notable force in the film and television industry,with streaming giants such as Netflix exploring advertising-driven revenue models. Sixth,iterations of Web3 technology are catalyzing new developments,with the digital middle platform market growing increasingly concentrated. Looking ahead,the report gives three key recommendations for the future of the global communicative ecology:first,the structural shifts in the basic information dissemination ecosystem for global communication have led to a continuous increase in the rate of information flows,as well as its appreciation and depreciation. Second,the increasingly frequent issues surrounding privacy and security have emerged as significant concerns amidst rapid global digitalization. Among them,urgent attention needs to be given to digital fraud,particularly in relation to AI. Third,a deeper understanding of the complexities of international communication must be pursued to enhance the concurrent effectiveness of artistry and strategies of China’s international communication efforts. This,in turn,will support the development of China’s independent knowledge system for international communication and the advancement of international communication theory and practice with Chinese characteristics in the new era.