With the wide application and participation of the new generation of science and technology marked by big data, cloud computing, artificial intelligence and block chain in all fields of society, the direction of the development of human society towards digitalization is increasingly clear. Among them, the "media" process of the whole society has become the most mainstream trend and trend of the current social development and the development of The Times.
The so-called "mediatization" means that with the unprecedented closeness of the relationship between media and people and society, all aspects of society and all walks of life have undergone new changes in accordance with the reorganization of communication logic. The social role of media is no longer merely the producer of media content and the bearer of information content in the past, but the activator, connector and integrator of social and political elements, economic elements and cultural elements, as well as the organizer, designer and promoter of social structure and operation. In other words, driven by the wave of digitalization, media has gradually evolved from a basic part of human life to a basic way of forming current social relations. And the meta-universe was born just in time.
Before the emergence of the concept of "meta-universe", the overall pattern of the underlying technologies in the Internet world showed a relatively discrete and independent development state. The logic of the Development of the Internet tells us that only connectivity can produce greater productivity and value added. This connection not only refers to the connection and integration of various elements of the real world through technology, but also includes the connection and integration of various technologies, and even includes the integration of all technological connections into a huge social structure framework.
From the point of view of development, the meta-universe is the aggregate of all elements of Internet development. Technically, it is a "surrealistic" platform that combines a series of fractured and separated social and market elements with all digital technologies such as XR technology that expands reality. Functionally, it reintegrates this platform into a set of orderly operating rules and organizational systems, and constructs a series of new development dimensions for the development of human beings and society. In essence, it, like primitive civilization, agricultural civilization and industrial civilization, represents a new stage in the development of human civilization. This stage is the result of the integration of all technologies developed since the digital revolution and social reality, which enables human beings to enter a surreal world with more freedom, higher flexibility, more experience and stronger efficacy.
Along with the meta-universe, human society is facing a transformation from "mediatization" to "deep mediatization". "Deep mediating" is different from "mediating" theoretical paradigm and social development paradigm. "Deep mediatization" refers to the digital media represented by the Internet and intelligent algorithms, sinking into the "operating system" of the whole society, playing a different role from any "old" media in the past, and promoting more fundamental and huge changes in social forms. The paradigm change from "mediatization" to "in-depth mediatization" means that the communication revolution caused by digital media such as Internet is changing the basic form of society unprecedentedly, and the new relations constructed by the new communication will reconstruct all kinds of social relations in the past to a large extent. In other words, communication is no longer just a part of the social structure, but constitutes the basic element of the whole social form. The network woven by communication is the social structure itself, or an alternative to the traditional social structure, rules and forms.
For example, the new business constructed by live streaming, the new education brought by cloud education, and all kinds of new services that will appear in the future, and so on. The organization of qianxing baiye online is carried and constructed through communication connections, that is, all resource architectures are threaded through communication. Also in the specific field of commodity marketing, for example, digital media network shopping as well as live to take goods from deeper thoroughly changed the commodity sales, construct a new systematic rules, such as compared to the store location, traffic and sales staff concern of the level, new business pay more attention to online promotion links, traffic and user comments and feedback, etc., That is, they pay more attention to the degree of association between their nodes.
For the media industry, "in-depth media" means a new social structure, which means that the media will inevitably reshape itself while reconstructing the whole society. In the face of "in-depth media", the role or value emphasis of the media field has undergone great changes, which requires the media industry to keenly perceive the changes and re-establish its own survival rules and target mode according to this new communication reality. Of course, we should also see that the development of the meta-universe cannot be separated from the support of high technology. From a worldwide perspective, the six technologies supporting the meta-universe, such as blockchain technology, interactive technology, video game technology, artificial intelligence technology, network and computing technology, Internet of things technology, have been developed to varying degrees. In these aspects, China still has great development potential, but this does not prevent us from doing forward-looking thinking, using the meta-universe as a vision, thinking ahead of the future communication issues.