流量"圈地"、明星效应与文化产业的数字化生存
Traffic"Enclosure",Star Effect and Digital Survival of Cultural Industries
王志标1
作者信息
- 1. 长江师范学院中华民族共同体研究院,重庆 408100
- 折叠
摘要
数字化时代,流量"圈地"与明星效应并存.流量"圈地"表现为流量主利用算法等渠道吸引粉丝、扩大粉丝群体的行为;明星效应表现为处于行业里知名度、号召力或影响力较大的人能够获得更多的机会、更高的收入、更大的成就.流量"圈地"和明星效应对文化产业的生存带来极大挑战,造成了文化产业资源配置的集中化,并部分地形成叠加效应,从而固化了文化产业现已形成的收入分配格局,加剧了文化产业资源配置的集中化程度.在数字化时代,流量和知名度同时成为文化产业中具有决定性的生产要素,造成了文化产业市场向流量与知名度所有者的有偏集聚,而大量剩余文化生产者不得不分享小额剩余市场.尽管国家出台了积极性政策,但由于政策时滞和消费者预期的问题,剩余文化生产者将不得不在一段较长时期内面临由流量"圈地"和明星效应的螺旋所造成的数字化生存困境.在此情况下,文化生产者要管控风险和获得市场,就必须进行可控生产,根据数据要素确定文化生产的方向、种类与规模;坚持质量导向,以文化产品质量塑造品牌和影响力;实现精确分流,于缝隙市场中占优小众市场.
Abstract
At digital times,traffic"enclosure"and star effect coexist.Traffic"enclosure"is manifested in the behaviors of traffic owners to attract fans and expand fan groups through some channels;Star effect shows that people who are well-known,appealing or influential in the industry can get more opportunities,higher incomes and greater achievements.Traffic"enclosure"and star effect bring great challenges to the survival of cultural industries,have both resulted in the centralization of the resource allocation in cultural industries,and partially formed a superposition effect,thus solidifying the income distribution pattern that the cultural industry has formed and intensifying the centralization of resource allocation in cultural industries.In the digital era,both flow and popularity have become decisive production factors in the cultural industries,resulting in a partial concentration of the cultural industrial market to the owners of flow or popularity,and a large number of surplus cultural producers have to share the surplus market.Despite the positive policies introduced by the state,due to the policy time lag and consumer expectations,the surplus cultural producers will have to face the digital survival dilemma caused by the spiral of traffic"enclosure"and star effect for a long period of time.Under such circumstances,cultural producers need to manage risks and gain access to markets.It is necessary to carry out controlled production,and determine the direction,type and scale of cultural production according to data elements:adhere to quality orientation,build brands and influence with the quality of cultural products:achieve accurate distribution,and dominate the niche market in the niche market.
关键词
文化产业/流量"圈地"/明星效应/数字化/有偏集聚Key words
cultural industries/traffic"enclosure"/star effect/digitization/partial agglomeration引用本文复制引用
基金项目
贵州省哲学社会科学规划国学单列一般课题(22GZGX19)
中国高教学会高等教育科研规划重大项目(23C-X0102)
出版年
2024
NETL
NSTL
万方数据