In the Internet world, competition is not the most critical, and openness is the first key word. If you pack all your opportunities in one and a half acres of land, you will become an “island of value†and will certainly decline. Integration and correlation are the ways and logic of maximum value output. This is what we call Internet logic.
Talking about media integration, we must first understand what the Internet is
In my opinion, it is a structural force that reorganizes social resources and market resources. Under its function, the entire media format, the basic appearance of the entire society, its social capital, and social resources will Under the re-architecture of the Internet, it presents a face completely different from traditional society. This is the true meaning of the Internet for our society. If we still regard it as merely a channel, channel, or means, then we are making a historic mistake.
The media transformation under the guidance of the Internet, I think, is a revolution. At least for us, on the new platform of the Internet architecture, just doing content is not enough. We often say that content is king and that content is of course important. However, the key points and key links in the chain of realizing value today have become more complicated than in the past. In my opinion, many factors may determine our value and the realization of value.
There are three basic points, the first content, of course, need a good content; the second requires a good technology platform; the third must have first-class user insights. These three points are the three major values ​​supporting the media's operation under the Internet background today. With these three points, it may not be able to achieve first-class, but without any of these three points, it is difficult to make a difference in today's market.
The sorrow of worth
In other words, today's Internet, all the changes that it brings to our social life, are all connected into a big network, connecting material wealth into a big network, so that we can become a kind of beyond the traditional scale under low-cost circumstances. New applications and models. This is the change brought about by the Internet.
Therefore, in the Internet world, competition is not the most critical, and openness is the first key word. If you pack all your opportunities in one and a half acres of land, you will become an “island of value†and will certainly decline. Integration and correlation are the ways and logic of maximum value output. This is what we call Internet logic.
What logic does internet logic have for today's media industry?
In simple terms, it is the innovation of content rules, the innovation of industrial forms, and the innovation of profit models.
We do content, content competition is generally divided into two categories, one is based on competition in resources, but based on competition in resources, opportunities, and share are limited. The second is rule-based competition. What is the relationship between your content and our clients? Today's channels are no longer made up of traditional physical channels. Today's channels, especially the channels that reach the last kilometer of users, are constituted by channels of social relations.
When we got up in the morning, the first thing was not to turn on the TV, but to open our own mobile phone to scan WeChat Weibo. This is the circle of human relationships that we have built up to form our understanding of the world.
When we want mass communication to reach out to the community, we must first have a breakthrough ability or an ability to cut in the selection circle of interpersonal relationships. Without this ability, there is no value in doing more and doing well. Many people who do content today have a huge problem that is valuable but less attractive. There is value, but the lack of attractive charm.
What is the difference between value and charm? In my opinion, it is the difference in the rules of expression.
One example I often take is the explosion of the U.S. space shuttle 28 years ago. Everyone thinks this is a historic moment, but only one picture has spread all over the world, and it won the best news award of the year. Who is this person? Associated Press reporter. How did he shoot it?
When the space shuttle explodes, he also raises the camera and shoots four shots, but his professionalism quickly makes him turn the camera in an instant, aiming at a frightened, painful, vacant expression on the stands. . The photographs we saw in the New York Times are a huge picture of people looking at the sky with a very complex expression. In the upper right space, only one-tenth of the picture is the space shuttle explosion. why? Others have recorded an explosion, and only this picture is the main character, and it is a human-oriented expression.
Dealing with the logic of the Internet
In the "8.18" speech, Comrade Xi Jinping mentioned "Internet thinking". This concept is actually not a new concept in the industry and academic circles. It was probably two or three years ago when people began to use this concept. Now it has been used excessively. But this is the first time that China’s top leader used this concept to govern the development of our media today. It is a sign of significance.
What does it explain? Explain that we use the integrated logic of the media to operate our media. I am afraid that the harder it is, the more costly it is, and the more effective it is.
Associated with the concept mentioned by the general secretary is another concept that Xi has mentioned on another internal occasion, that is, we are deeply stuck to the concept of public opinion. In fact, during the recent years of development, our government has encountered, to a great extent, a crisis in the field of public opinion. No one listens to what we say; there is no one trust in what we do. This is, to a large extent, a very serious crisis.
In fact, looking at the world, the media possessed by the Chinese Communist Party and the Chinese government in any political party and government in the world have an unparalleled advantage in terms of scale and the degree of freedom of operation and the setting of its border rules. , But actually in the context of the Internet, we were helpless by a few words from people with ulterior motives called "a handful of people". They were helpless and powerless. Can we not consider this from our own point of view? Where exactly are we making some fundamental mistakes? This is actually asking questions and causing us to think.
Regarding the attitude of the Internet itself, the government has always attached importance to the Internet for the past 20 years. As soon as the network came out, we immediately set up a website. As soon as the mobile phone came out, we immediately started the mobile phone and mobile phone media. When these mobile internets appeared recently, we invested heavily in investing in APP clients. We are actually investing in and researching whatever kind of means the Internet generates. But in fact, the effect is minimal.
Why do we have such input, but there is no corresponding effect? It is our response logic and the strategy itself. Taking the weather changes as an example, weather changes have two meanings for us. From a meteorological point of view, tomorrow will have to cool down. It will rain tomorrow. We can take some expedient measures and add some clothes and belts. Umbrellas. However, from a climatological point of view, we have discovered that the entire Earth may enter the glacier in the future, and that it will bring about significant and profound changes in the way of life and the way of existence of the entire human race.
Our past mistakes, whether it is the government or the traditional media, only see it as a channel, an access, and a means. Therefore, we draw the extension line with self-centeredness and the historical inertia of self-development. This is obviously unsustainable in the case of the Internet changing the world.
We all know that the mobile phone industry has a big brand called Nokia, which was acquired by Microsoft because of its poor management. At the news conference after the signing ceremony, Nokia’s president once said something sad to the audience and said, “It seems like we have not done anything wrong. Why did we get such an outcome?â€
This is probably a common feeling of many of our government and media people.
We did not do anything wrong. We are working hard. But the problem is that from your own logic, just like Nokia, drawing an extension line from your own logic, you really put your product, be it brand, quality, service, it has done very well. But the problem lies in your own logic, and there has been a huge gap between social logic, market logic, and the value of people. The farther you go, the farther away from the actual requirements of society, the less value you get from society's needs, and the less compatible with society. Then your decline is normal. Some people say that if we grasp this change profoundly, can we avoid this passive marginalization that we have emerged? Not necessarily.
Vested interests
Kodak was once a giant company in the video recording industry. But under the impetus of digital technology, the giant crashed overnight. why? Is it their lack of confidence in the development of digital technology itself? This is not the case at all. You look at the history of Kodak's development. For quite some time, Kodak's grasp of digital technology is a matter of course.
Why does he not only have the scale, brand, capital, and technology advantages, but he can't smoothly transition to a new development format under the promotion of digital technology? This is vested interests. We can imagine that when digital technology itself develops at a rapid pace, it is full of uncertainty, full of all kinds of risks and possibilities. When its entire market value is only a few hundred million and a billion market scale, who can break the wrist and cut off millions of Kodak photo shops that generate huge profits every day and invest hundreds of millions of dollars in digital technology? Billions of markets? Can you make this determination? Can your boss make this determination and the board of directors agree? Can the board of directors make this determination and shareholders can agree? This is vested interests.
This made Kodak repeatedly missed the best window of transition in the transition of development. When he was forced to make a transition, he discovered that the window period had been permanently closed to him. This is the problem.
We can look at the tide of bankruptcy in the United States over the past few years. The so-called closed newspapers are all influential serious newspapers and magazines, instead of being read by newspapers and street newspapers that we do not look at. why? It is because these tall and serious newspapers have always occupied the position of American public opinion leader. He has huge vested interests. Any change, any disruptive transformation, and its position as a public opinion leader are all uncertain, uncertain, and huge risks. So they are too lazy to make such a change. By the time he had to make this change, he would have to inevitably fall. This actually tells us that today, whether it is government officials or people who do media, there must be a sense of urgency.
The window period provided by the policy dividend
The Internet has entered the television market and is a historical and technological trend. SARFT recently issued various regulations on smart large-scale televisions, that is, Internet TVs entering the television field. Actually, the government and the state provide a dividend for the government for the transformation of these traditional televisions, providing us with a time for transformation. .
But I also participated in the conferences of satellite channels or various kinds of TV promotion in different provinces and cities since September of this year. For my personal experience, our colleagues in the TV industry did not have such a sense of urgency. Our current situation and routes, and many of our current practices, have not yet grasped such a valuable window period from policy dividends to the effective transformation in light of the new pattern and new situation that the Internet has created. This really makes everyone sweat. This is a theme that we are going to talk about today.
"New York Times" Mortgage Headquarters Building Repayments (Figure)
What does the decline of The New York Times tell us?
It is of course important to do a good job, but content alone is not enough. Let's take an extreme example. Is the content of The New York Times good or bad? In the international communication industry, the content quality of the New York Times is legendary. Its deep understanding of trends and complex issues is proved by historical practice. Why is its influence fading in the impact of the Internet today?
Does it use all the physical and mental efforts to change the technology itself? He used it. We have a special study of it. Four or five years ago, he began to try to import the "paywall" model into the media platform, and later into the "pay-to-gate", and then into the Internet version of "pay-to-gate 2.0" last year.
Is there any effect? It has little effect, but fundamentally speaking, it has not reversed the trend of its decline in influence and market recession. This has caused people to think deeply. The content of the "New York Times" is doing so well. He also devoted his whole body and mind to the requirements of the media industry for such technical logic. Why is it not successful? In the context of the Internet, the entire market landscape and competitive landscape have changed. The market we faced in the past was a limited market. The people we face and the users we face have clear and clear boundaries. However, in the context of the Internet, all competition has become competition in the wide-area market, both in the traditional sense of the same industry, as well as new competitors who did not recognize it in the past.
7:23 oligopoly competition
The changes brought to us by the Internet are time, efficiency, and space. After the collapse of space, we have caused the accumulation of time and space elements. There are a large number of alternatives in any field, any content, or any kind of service. Object, to replace your function, to cover your such a value. This is the great competition we face. So in this context, any of your competition is international, and any competition has the nature of oligopoly. In other words, if you can't do the first few things, all the efforts you make are useless and they are all over the place.
The data of a market competition pattern is a recent survey on the use of smartphones by Chinese residents. In this survey, I quote two data, one is the Chinese smart phone user, and he downloads an APP mobile client. On average there are 23, but how many are there at least once a week? An average of seven. In other words, if you can't get into the average of the 7 clients you choose, you haven’t even had the chance to be tapped once a week.
How can your value and influence be established and realized? This is the cruelty of oligopolistic competition. And we have done a fairly good job of doing these things. We have to step back and say that even if we do first-rate content, but we do a technology platform, we can compare Sina’s Weibo, Tencent’s WeChat, and Ali’s Taobao. Our ability in this area cannot be said to be first class, nor can it be second-rate. I estimate that even the third and final stage are problems.
Micromedia refers to the scope of culture, not the length of time
All market opportunities today are sinking in the market's focus and personality. How much do we know about this growing market? How much do we really know about the aggregation mode and operation mode of micro-films, micro-videos, and so on? I think that the micro-movie and micro-video itself is not about its short time, but the scope of its culture, or the shortening of the matching range. It is a kind of personalization. In fact, we have so far, in theory and practice, everyone is still in the groping stage, doing a very general.
For example, the "Today Headline" service and push for you is not simply based on your personal click behavior. It is based on your relationship with others and forms a relationship circle based on the information needs and information stipulated in the relationship circle itself. Topics come up with information and topics of common concern for your circle. Even if you have never been involved in this matter, as long as there is a strong person in your circle of communication who understands this information, he will take the initiative to push it to you. He will think that this is a common topic in your circles. He thinks that if you do not even know this, you will lose your ability and level of communication in the circle. This is what the headline does today.
I would like to ask who can do this kind of technology and understanding of traditional media in terms of user insight. I think I'm afraid we are still far away from this. Therefore, even if we have first-rate content, together with third-rate and non-influenced media, what kind of influence can we achieve in the market? In the context of the Internet, we have undergone profound and fundamental changes in the production mode of our content until the model of value formation.
This fundamental change is the interruption of the logic of our past modes of operation, rather than the simple inertial extension.
Old barrel effect and new barrel effect
For example, in the past we formed our own influence and value. What are we talking about more? Talk about the barrel effect. To say a barrel, for example, our own influence and our value are determined by the shortest board that makes up this barrel, so all our efforts to increase our competitiveness and influence are Committed to improving our short board, this short board has improved and our overall value has been improved.
It is in accordance with such logic that we respond to the emergence of the Internet. So when the Internet came out, digitization and the Internet were our shortcomings because we used APP to do APP and mobile newspapers. But what is the result? The result is useless. why? It is very simple, when you strengthen your short board, the widening of the whole market is the rapid increase of the entire market strength. You may have increased 5 centimeters. He may have increased 5 meters. You compare yourself to yourself. You have made a lot of progress in this area, but the overall demand for a competitive strength in the entire market has increased even more. In this case, is your effort still useful? Can it show its social effects and market effects? Of course not. This is the dilemma faced by our traditional media in the development of our own influence with the traditional barrel effect. Therefore, we have recently talked about the old barrel effect that has already expired.
What is the barrel effect today? It builds on the Internet to a variety of wide-area resources, better integration, better communication, better matching, better search and discovery, and step out of their own acres, do not put all their short The boards are all trimmed, but they use their own expertise to match the platforms that suit their abilities and form new barrel models in new markets. Such a combination can quickly increase the intensity and value of its own market competition, and can exceed the requirements of the average Internet market's strength to us. This is the so-called new barrel effect. It is totally different from the way we used to be good at it. This is why we call the change of the Internet for the entire world and the change of our behavior model as a reason for the revolution.
Two Keywords of Internet: Connection, Openness
There are many explanations about the Internet, but I don't think that there is a lot of clarity and clarity. Marx once said that "the highest realm of theory is to thoroughly understand these two words." Whoever speaks a thorough thing, who can stand on the theoretical high point, shows that he has a clear grasp of this issue. In my opinion, to understand the Internet is two key words: one is connection and the other is openness.
Connection is about the Internet as a basic way of influencing the world. Whether it brings value, benefits, or benefits to us, or brings us pressure, trouble, difficulties, or difficulties, it all comes from connections. Openness is in the new world of the Internet. Whether it is individuals or organizations, it faces the basic logic, basic attitudes, and basic principles of the Internet. It is an open thing. If you are not open, you will not have a chance; if you are not open, you will have no future. This is the two key words to understand the Internet.
Let us briefly look at what kind of reality is created by the Internet connection.
The first thing it does is connect the content. The connection of this kind of content, to a large extent, puts the content that has been distributed in various corners in the past and aggregates it into a unified network and content network. Coupled with the Internet's so-called super connection and mass storage, all content is separated from the situation in the past, as a fragmented, fragmented distribution in all corners. This integration has greatly facilitated people's efficiency in the use of information knowledge, reduced costs, and increased the possibility of knowledge and information being used by society.
How is academic scholarship subverted?
I use an analogy from an academic point of view. The teacher of our school is the master of Chinese historians. Why? An important feature, he has a rich and extensive grasp of academic resources. He has done more than 500,000 cards in his lifetime. At that time, he gave us the first lesson of postgraduate education is how to make cards. He said that making a card is an academic element that records key facts, key principles, and key concepts.
If under a theme, you have accumulated 30 to 50 academic cards, you can write a good paper. If you have accumulated 300 to 500 cards, you can write a good academic paper. He has more than 500,000 cards. If he does not practise for 30 years, 40 years, or 50 years, he will not even be qualified to speak in front of him. This is an important feature of everyone in the past.
Our college also has a teacher named Chen. His familiarity with Marx and Engels can be described as a "live dictionary." It's not an exaggeration. He wants to participate in the most powerful brain of Jiangsu Satellite TV. You tell him any words Marx and Engels have said. He can tell you in the first few volumes and pages without thinking, and he can still tell you now. Is it in the old or new edition?
My own experience, that is more than 20 years ago, I want to write an article about the concept of the party spirit of the proletariat. I want to see what the old ancestors said. I called Professor Chen on a phone call. He immediately told me that he had spoken five times in all his speeches and three times about bourgeois party spirit, but he did not talk about the party spirit of the proletariat. I was greatly admired.
But today he is not capable of this ability. Today, even those who have a little bit of Internet knowledge, even high school students, can complete the academic skills he has cultivated over the past 20 or 30 years. The search will not be over.
But for our content producers, it is undoubtedly a huge pressure. Any information you provide may be covered and replaced by others. Some studies have shown that 90% or even 95% of the content, because of the integration of the media and the interconnection, can be obtained from other sources without the audience users. In other words, due to the interconnection of content, the value of traditional media in the past in the limited market has been deprived of more than 90%. This is the impact of the content networking chain.
Let's look at the formation of interpersonal networks. Especially after the development of social media, it has been able to realize that many people can connect at a very low cost. Many people still stubbornly believe that the significance of interpersonal networks lies in the self-media, which enables individuals to achieve a broad range of functions similar to media. There is indeed such a function.
Internet reconfiguration resources
However, if we understand the interpersonal network as merely a function of self-media and broadcast, we understand it as superficial. The greatest significance of this interconnected interpersonal relationship between people is the ability to disperse all kinds of valuable resources on each of us, such as cognitive resources, experience resources, our time, and the ability to do things. Resources that cannot be used by society are discovered and activated on the Internet. This is how the Internet reactivates, reconfigures, and reintegrates society and resources.
To give an example, where did we eat in the past and traveled once? This is an experience that we exchanged for our time, energy and money. It has value for many people. But in the past, such information and such content could not be widely shared. However, with the help of the Internet today, anyone's experience can become an important basis for thousands of other similar consumers to make decisions. This is what the public comment network does. It transforms anyone's experiences and experience into a selective basis for all humans to take decision-making services.
Wikipedia has turned knowledge production into something of a mass audience, instead of relying on dozens or hundreds of top-notch experts. It's cost is low, and it is updated and changed in real time. At the same time, its quality of knowledge capacity is better than that of Britain. Encyclopedias are strong. At the same time, we have seen a number of new things that have activated the resources contained in each person. Since the cost of communicating with each other on the Internet is almost zero, it can rediscover resources that were not available to traditional society in the past. Search, match, integration, activation, and this is the value and significance of the interpersonal network created by the Internet for us.
Emotional judgment and relational judgment in the context of Internet
The facts and preaching principles in the past are our basic logic. However, today I can tell you very clearly that putting the facts and preaching truth in the realization of public opinion has no effect at all.
In the context of the Internet, the non-logical and irrational information about the human relationship of information parcels is included together, and these have a comprehensive concept called emotional judgment. Because whoever has the truth today, who does it listen to? Therefore, people in the community have a presupposition judgment that transcends facts and principles. It is an emotional judgment and a relational judgment. What is the relationship between us? We are like-minded partners and partners. We are a fellow comrade on a ship. If you say something, I can listen to it seriously. If not, you are a wolf and a sheep. How can I listen to you?
Here I particularly like to use Mao Zedong's words to say that political Maoism is more profound than anyone else. What does he say about politics? It is to use politics and emotional methods to win over people's hearts. This is called politics. It's not a fist-to-tongue way. What does he call political correctness? Political correctness is always standing with most people. You should be aware that Mao Zedong said that he always stood with most people, rather than standing with most people. Does anyone say that when most people make mistakes, do I have to stand with him? Of course to stand together. But this does not mean that it is a populist, but a representation of a relationship. We are connected by life and death and common prosperity and our blood and flesh. This is an attitude. Only standing among ordinary people can guide and lead him. This is basic knowledge of political science.
Of course, there are two topics. One is the innovation of cross-border integration of industrial forms. In the past, we were built on the basis of external growth. What is external growth? That is, the entire market has not been fully exploited. For example, we now have room for further growth in the MTR. Therefore, our past economies of scale rely on the growth and drive of the outer edge, but the resources of the outer edge will be saturated to a certain extent. So today our medium of economies of scale has come to an end.
In the context of the Internet, we use the value of interconnectivity to achieve more discussion, such as increasing our returns by expanding our scale, such as sharing the economy, and achieving our content through collaboration among stakeholders. In the production and dissemination process, such a related function and function play; as well as integrated economy, etc., in the lead mode, new forms need to be explored. In this regard, the Internet provides us with a huge, abundant possibility. It depends on us not understanding or understanding of such things.
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