中国视频播客网站现状探析
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摘要
在国外视频播客网站神话的感召下,中国互联网业界的视频播客网站发展呈现如火如荼之势,纷纷上马。从2006年至今不过三年时间中,国内已涌现出数量繁多、种类多样的视频播客网站。本论文将通过论述中国视频播客网站的兴起、分类、当下视频播客网站发展中遇到的问题及其解决途径、发展趋向和建议等问题,试图对中国视频网站的现状以及发展前景有一个全方位的把握。通过本论文,作者首先希望旨在引起社会和政府有关部门对视频播客网站业界重要性和紧迫性的认识,促进我国视频播客网站的健康良性发展;其次为视频播客网站解决在实际操作中遇到的种种难题和尴尬提供参考。本论文力求达到的是不仅仅对现状表象的阐述和分析,更重要的是对解决时下视频播客网站所遇到的问题和困境提出自己的建设性意见。由于视频播客网站在我国发展时间并不长,国内对于该领域极为有限的研究多集中于对国外先进水品的介绍,而对于我国自身的视频播客领域专门研究著作和论文较少,尤其是在介绍的基础上对国内视频播客网站的现状、困境能动地提出建设性的解决建议和发展趋向建议的更是为数寥寥,对国内视频播客网站研究现状进行细分,研究学术专著比较少,对广告发展、技术平台构建、内容著作权保护等具体方面的专题性论文比较多。但这些学术论文在具体为视频播客网站实践服务中所起到的作用并不尽如人意。技术上一日千里,与技术相对应的宏观管理及微观运营等方面的研究却相对滞后。尤其是宏观管理方面,视频网站也是大传播系统中的重要组成部分,更是社会信息系统中的重要组成部分,但面对新的成员,国家主管部门的反应速度还略显缓慢,而学术界对视频网站在传播系统生态中应该扮演什么角色以及怎样扮演这些角色等研究,目前国内的研究几乎还处于缺位状态。国家对视频播客网站主体资格相关限制政策的频频出台使得这方面研究的研究对象变化很快,这是理论向实践转化效果不佳的主要原因。因此本论文在这方面具有一定的创新性和实践操作性。本论文最大的主旨即避免简单的陈述性介绍,而是在这些使读者对现状有简单的了解基础上提出能对政府相关管理层和网站管理者具有实际参考和操作价值的可行性建议。论文的前三部分分别从研究方法和思路、准确定义本文研究对象和国内视频播客网站发展的背景历史三个角度较为简单地对国内视频播客网站做了介绍,第四部分归类出时下视频播客网站在发展过程中遭遇的五个最重大的难题,并针锋相对地对这五个难题分别提理论依据和实际操作经验的解决思路,其解决思路从时下应该说是比较成熟和具有可操作性的。而对于这五个难题中尚未形成定论的问题,论文中也适当地提出了作者自己的看法和建议,并保留了一定的探讨空间。论文第五部分针对视频播客网站的发展现状提出了五点可行的合理化趋向建议,使得视频播客网站在发展前景问题上能获得有的放矢的几个方案。研究方法和思路方面,本论文刻意避免单调的研究方法和思路造成的准确性上的偏差,因此分别采用了传播学、社会学、管理学、经济学等多个视角进行研究,对视频播客网站发展背景和现状、视频播客网站概念、视频播客网站著作权保护、国家管理层政策管制、播客等问题进行了文本分析;对视频播客网站内容同质化、视频播客网站与传统媒体之间的合作、商业运营模式等问题进行了比较分析;对高清视频、新闻报道内容视频进行了定量分析。希望通过本文的撰写,能对国内视频播客网站的健康发展贡献作者的绵薄之力。
The foreign video podcast websites are seen as a myth to China. It drives Chinese web industry developed in full swing. Less than three years, there has been sprung up various video podcast websites in China which just started from 2006. This paper expouds the point through five parts, the emergence and the classification of the the video podcast websites, practical problems and possible solutions occurred in the websites, the future development tendency and my own suggestions about the issue. The intention of this paper mainly to arise the attention from the relevant department of government and social insititutions about the importance and the urgency of the web industry, so as to promote the healthy and sound development of videocast websites in China. And the paper also can be served as reference for the difficulties and the embarassment which always caused in actual operation. The paper is not just an ostansible presentation and analyze of the videocast websites, what more important is to bring forward the instructive proposals for the existing tough problems and predicament of the video podcast websites.The present paper endeavour achieves not merely to the present situation representation elaboration and the analysis, more importantly to solves the present video frequency to broadcast the question and the difficult position which the guest website meets gives own constructive comment.Because the video frequency broadcasts the guest website to develop the time in our country not to be long, but domestic concentrates regarding this domain extremely limited research in to the overseas advanced Shui Pin introduction, but broadcasts the guest domain regarding our country own video frequency to study the work and the paper specially are few, in particular broadcasts the guest website in the introduction foundation to the domestic video frequency the present situation, the difficult position can move proposed the constructive solution suggested and develops the trend suggestion is few in number.Broadcasts the guest website research present situation to the domestic video frequency to carry on the segmentation, the research academic monograph quite are few, to the advertisement development, the technical platform construction, the content copyright protection and so on the concrete aspect special subject paper quite are many.But these dissertations in concrete broadcast the role for the video frequency which in the guest website practice service plays not not entirely as desired.In the technology the ten thousand li in a day, macroscopic aspect and so on management and microscopic operation which corresponds with the technology research relatively lags actually.The macroscopic management aspect, the video frequency website also is in particular in the big dissemination system important constituent, is in the society information system important constituent.But facing the new member, the Country Department responsible for the work's reaction rate also slightly reveals slowly, but how should the academic circles act any role to the video frequency website in the dissemination system ecology as well as act research and so on these role, at present the domestic research nearly also is at the vacancy condition.The country broadcasts the guest website main body qualifications correlation limit policy to the video frequency repeatedly appearing to cause the object of study change which this aspect studies to be very quick, this is the theory to the practice transformation effect not good primary cause.Therefore the present paper has certain innovation in this aspect and practices operationally.The present paper biggest primary intention namely avoids the simple statement introduction, but is enable the reader at these to have in the simple understanding foundation to the present situation to propose can has the actual reference and the operation value feasible suggestion to the government correlation management level and the website superintendent.The paper first three parts separately from the research technique and the mentality, the accurate definition this article object of study and the domestic video frequency broadcast the guest website development the background history three angles simply to broadcast the guest website to the domestic video frequency to make the introduction, the fourth part classified the present video frequency to broadcast the guest website in the developing process the bitter experience five most significant difficult problems, and oppositionally separately proposed the theory basis and the actual operation experience solution mentality to these five difficult problems, its solution mentality from present should say was quite mature and may operate.But not yet formed the conclusion regarding these five difficult problems in the question, in the paper also suitably proposed the author view and the suggestion, and retained certain discussion space.The paper fifth part broadcast the guest website in view of the video frequency the development present situation to propose five point of feasible rationalization trend suggestion, caused the video frequency to broadcast the guest website to be able to obtain with a clear goal several plans in the prospects for development question.The research technique and the mentality aspect, the present paper sedulously avoids in the accurate deviation which the monotonous research technique and the mentality create, therefore used the dissemination study separately, the sociology, the management science, the economic and so on many angles of view has conducted the research, broadcast the guest website development background and the present situation, the video frequency to the video frequency broadcasts the guest website concept, the video frequency broadcasts the guest website copyright protection, the national management level policy control, broadcasts questions and so on guest to carry on the text analysis; Broadcast the guest website content homogenization, the video frequency to the video frequency broadcasts guest questions and so on between website and traditional media cooperation, commercial operation pattern has carried on the comparative analysis; To the high clear video frequency, the reportage content video frequency has carried on the quantitative analysis.The hope through this article composition, can broadcast the guest website to the domestic video frequency the healthy development to contribute author's one's pygmy effort.
The foreign video podcast websites are seen as a myth to China. It drives Chinese web industry developed in full swing. Less than three years, there has been sprung up various video podcast websites in China which just started from 2006. This paper expouds the point through five parts, the emergence and the classification of the the video podcast websites, practical problems and possible solutions occurred in the websites, the future development tendency and my own suggestions about the issue. The intention of this paper mainly to arise the attention from the relevant department of government and social insititutions about the importance and the urgency of the web industry, so as to promote the healthy and sound development of videocast websites in China. And the paper also can be served as reference for the difficulties and the embarassment which always caused in actual operation. The paper is not just an ostansible presentation and analyze of the videocast websites, what more important is to bring forward the instructive proposals for the existing tough problems and predicament of the video podcast websites.The present paper endeavour achieves not merely to the present situation representation elaboration and the analysis, more importantly to solves the present video frequency to broadcast the question and the difficult position which the guest website meets gives own constructive comment.Because the video frequency broadcasts the guest website to develop the time in our country not to be long, but domestic concentrates regarding this domain extremely limited research in to the overseas advanced Shui Pin introduction, but broadcasts the guest domain regarding our country own video frequency to study the work and the paper specially are few, in particular broadcasts the guest website in the introduction foundation to the domestic video frequency the present situation, the difficult position can move proposed the constructive solution suggested and develops the trend suggestion is few in number.Broadcasts the guest website research present situation to the domestic video frequency to carry on the segmentation, the research academic monograph quite are few, to the advertisement development, the technical platform construction, the content copyright protection and so on the concrete aspect special subject paper quite are many.But these dissertations in concrete broadcast the role for the video frequency which in the guest website practice service plays not not entirely as desired.In the technology the ten thousand li in a day, macroscopic aspect and so on management and microscopic operation which corresponds with the technology research relatively lags actually.The macroscopic management aspect, the video frequency website also is in particular in the big dissemination system important constituent, is in the society information system important constituent.But facing the new member, the Country Department responsible for the work's reaction rate also slightly reveals slowly, but how should the academic circles act any role to the video frequency website in the dissemination system ecology as well as act research and so on these role, at present the domestic research nearly also is at the vacancy condition.The country broadcasts the guest website main body qualifications correlation limit policy to the video frequency repeatedly appearing to cause the object of study change which this aspect studies to be very quick, this is the theory to the practice transformation effect not good primary cause.Therefore the present paper has certain innovation in this aspect and practices operationally.The present paper biggest primary intention namely avoids the simple statement introduction, but is enable the reader at these to have in the simple understanding foundation to the present situation to propose can has the actual reference and the operation value feasible suggestion to the government correlation management level and the website superintendent.The paper first three parts separately from the research technique and the mentality, the accurate definition this article object of study and the domestic video frequency broadcast the guest website development the background history three angles simply to broadcast the guest website to the domestic video frequency to make the introduction, the fourth part classified the present video frequency to broadcast the guest website in the developing process the bitter experience five most significant difficult problems, and oppositionally separately proposed the theory basis and the actual operation experience solution mentality to these five difficult problems, its solution mentality from present should say was quite mature and may operate.But not yet formed the conclusion regarding these five difficult problems in the question, in the paper also suitably proposed the author view and the suggestion, and retained certain discussion space.The paper fifth part broadcast the guest website in view of the video frequency the development present situation to propose five point of feasible rationalization trend suggestion, caused the video frequency to broadcast the guest website to be able to obtain with a clear goal several plans in the prospects for development question.The research technique and the mentality aspect, the present paper sedulously avoids in the accurate deviation which the monotonous research technique and the mentality create, therefore used the dissemination study separately, the sociology, the management science, the economic and so on many angles of view has conducted the research, broadcast the guest website development background and the present situation, the video frequency to the video frequency broadcasts the guest website concept, the video frequency broadcasts the guest website copyright protection, the national management level policy control, broadcasts questions and so on guest to carry on the text analysis; Broadcast the guest website content homogenization, the video frequency to the video frequency broadcasts guest questions and so on between website and traditional media cooperation, commercial operation pattern has carried on the comparative analysis; To the high clear video frequency, the reportage content video frequency has carried on the quantitative analysis.The hope through this article composition, can broadcast the guest website to the domestic video frequency the healthy development to contribute author's one's pygmy effort.
引文
8 数据来源:艾瑞网http://www.iresearch.cn/
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[12]http://news.iresearch.cn/viewpoints/71367.shtml《2007年8月七成网民使用视频分享服务》,艾瑞咨询。
[13]http://news.iresearch.cn/viewpoints/75385.shtml《未来三年中国视频分享市场将呈现三大趋势》,艾瑞咨询。
[14]http://news.iresearch.cn/0468/20071121/73088.shtml《优酷网宣布获第三轮风投融资2500万美元》,艾瑞咨询。
[15]http://news.iresearch.cn/0402/20080118/75601.shtml《第一视频张力军:健康与盈利绝不是矛和盾》,搜狐IT。
[16]http://www.chinaz.com/News/hearsay/110943T42008.html《视频网站竞相裁员同质化严重凸显创新乏力》,中国站长站。
[1]优酷网http://www.youku.com/
[2]土豆网http://www.tudou.com/
[3]酷六网http://www.ku6.com/
[4]第一视频http://www.vodone.com/
[5]六间房http://6.cn/
[6]我乐网http://www.56.com/
[7]MOFILE网http://www.mofile.com/
[8]UCTUBE网http://www.uctube.cn/
[9]动漫视频网http://www.acfun.cn/
[10]艾瑞网http://www.iresearch.cn/
9[美]J.A.巴隆:《媒介接近——一项新的第一修正案权利》,《哈佛大学法学评论》,1967年,第11页。
10 张国良主编:《传播学原理》,上海:复旦大学出版社,1995版,第171页。
21 《广电总局抽查网络视听节目 叫停一批知名网站》http://fmfans.cpgl.net/thread-280618-1-3.html 《我乐网打不开,传因内容监管不力被处罚》http://www.idcquan.com/videon/724511.html
22 马克思.韦伯:《学术与政治》,上海:三联书店,1998年版,第103页。
24 尼葛洛庞帝:《数字化生活》,海南:海南出版社,1996年版第103页。
25 李伦:《网络传播伦理》,湖南:湖南师范大学出版社,2007年第85页。
[1]孟繁华:《终神狂欢——世纪之交的中国大众文化》[M],中央编译出版社,2003。
[2][美]约翰.菲斯克 杨全强译:《解读大众文化》[M],南京大学出版社,2001。
[3]南帆:《双重领域——当代电子文化分析》[M],江苏人民出版社,2001。
[4][美]詹姆逊 胡亚敏等译:《文化转向》[M],中国社会科学出版社,2000。
[5]韩萍:《网络信息文化学》[M],文化艺术出版社,2005。
[6]殷晓蓉:《网络传播文化》[M],清华大学出版社,2005。
[7]孟见、祁林:《网络文化论纲》[M],新华出版社,2002。
[8]张诗蒂:《新编新闻学概论》[M],法律出版社,2002。
[9]程德安:《媒介知识产权》[M],西南师范大学出版社,2005。
[10]陆扬、王毅:《大众文化与传媒》[M],上海三联书店,2000。
[11][美]唐.泰普斯科特:《数字化成长:网络世代的崛起》[M],东北财经大学出版社,1999。
[12]郭庆光:《传播学教程》[M],中国人民大学出版社,1999。
[13][美]尼葛洛庞帝:《数字化生活》[M],海南出版社,1996。
[14]杨坚争,汪芳,李大鹏:《网络广告学》[M],电子工业出版社,2002。
[15]马文良:《网络广告经营技巧》[M],中国国际广播出版社,2001。
[16]尼尔.波兹曼:《娱乐至死》[M],广西师范大学出版社,2004。
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[1]张力平:《视频分享星火燎原》,《现代通信》,2006年第9期。
[2]张小争:《视频新媒体的疯狂》,《经理人》总第147期。
[3]毛钊:《国内视频网站的困境与对策》,《中国记者》2007年第9期。
[4]佚名:《被告“土豆”:对Web2.0的第一波商业进攻》,《三联生活周刊》,2007年第26期。
[5]李飞晓:《YouTube成为世界最大视频网站的秘密》,《北京青年报》,2006年9月29日。
[6]李谷等:《广电总局:整顿视频网站是为了保护未成年人》,《现代快报》,2008年1月8日。
[7]杨国强:《新政当头浮躁的中国视频网站如何玩转内容》,《第一财经日报》,2008年1月9日。
[8]李洋:《开采视频金矿》,《互联网周刊》,2007年第30期。
[9]张黎明:《百度谷歌同时发力网络视频公开挑战视频分享》,《北京晨报》,2007年12月17日。
[10]《互联网视听节目管理规定施行 视频网站何去何从?》,《人民日报》,2008年1月31日。
[11]王琦君,严晓青,徐伟丹:《网络广告研究概述》,《当代传播》,2006年第6期。
[12]孙悦:《浅析网络广告的发展》,《消费导刊》,2007年第8期。
[13]杨帆:《视频网站热潮下的思考》,《青年记者》,2007年第2期。
[14]王文杰、余跃:《视频分享网站对目前影视市场之影响》,《当代电影》,2008年第2期。
[15]陈世鸿:《视频第一波
[16]媒体的盛宴》,《传媒》,2008年第1期。
[17]郜书锴:《互动 融合 分众——美国视频传播三部曲》,《传媒》,2008年第1期。
[18]方浩:《视频网站传播现状探析》,《军事记者》,2008年第3期。
[19]灵界:《视频分享网站分析》,《互联网天地》,2006年第10期。
[20]胡玲:《视频网站靠什么来赚钱》,《声频世界》,2007年第8期。
[21]陈世鸿:《视频网站集体遭遇滑铁卢》,《传媒》,2007年第8期。
[22]阎云鹏:《网络视频,如履薄冰的2008年》,《传媒观察》,2008年第7期。
[23]王冰睿:《视频网站奥运年遭受分水岭》,《IT时代周刊》,2008年6月20日。
[24]杨铭:《视频网站对电视传播的影响》,《科技与传播》,2008年第4期。
[25]杨蕾:《探析网络视频分享网站的突围之路》,《中国科技信息》,2008年第17期。
[26]胡悦:《中国视频网站现状与瓶颈分析》,2008年9月上半月期。
[27]党东耀:《新媒体:理性与非理性的博弈》,《当代传媒》,2008年第4期。
[28]刘东明:《网络视频营销满路求索》,《广告大观综合版》,2008年第4期。
[29]马季:《电子媒介时代的视觉狂欢》,《新闻大学》,2005年第3期。
[30]张品良:《网络传播的后现代性解析》,《当代传播》,2004年第5期。
[31]赵志立:《网络传播条件下的“使用与满足”—一种新的受众观》,《当代传播》,2003年第1期。
[32]姚文放:《文化工业:当代审美文化批判》,《社会科学辑刊》,1999第2期。
[33]李径宇:《胡戈:我的内心充满搞笑的念头》,《中国新闻周刊》,2006年第8期。
[34]李径宇:《一个馒头引发的诉案》,《中国新闻周刊》,2006年第8期。
[35]邱冬梅:《也谈“戏仿”与“恶搞”》,《社会观察》,2006年第8期。
[36]扎西:《恶搞:后现代大众批评的“哈哈镜”》,《民族论坛》,2006年第7期。
[37]魏运亨:《网上恶搞的是是非非》,《记者观察(上半月)》,2006年第7期。
[38]方翔:《聚焦五个关键词透视网络新态势—2006年网络与传统媒体互动状况一瞥》,《新闻记者》2007年第1期。
[1]新闻所网络室:《国际在线、中国广播网、央视国际网络网络电台、网络电视现状研究》,2007。
[2]新闻所网络室:《音视频内容在互联网上的传播解析》,2007。
[3]菠萝网:《菠萝网中文播客现状报告》,2007。
[4]艾瑞咨询公司:《中国网络视频广告报告2007年简版》,2008。
[5]艾瑞咨询公司:《中国网络视频核心企业竞争力评估报告2007——2008年简版》,2008。
[6]中国互联网络信息中心:《第二十次中国互联网发展统计调查报告》,2007。
[7]中国互联网络信息中心:《第二十一次中国互联网发展统计调查报告》,2008。
[8]http://news.sohu.com/s2008/yanguanwangluo/《广电总局将释疑新规 视频网站求生存与政府博弈》,搜狐新闻。
[9]http://bbs.tech.163.com/bbs/xiyue/36632046.html《关于视频分享网站的一些心得体会》,网易论坛。
[10]info.3see.com/snapshot/2006/08/29/24359.shtml《红杉资本:中国视频播客网站困难重重 看好前景》,TOM科技
[11]http://blog.donews.com/laobai/archive/2005/12/10/652996.aspx《播客的前景》,DONEWS博客。
[12]http://news.iresearch.cn/viewpoints/71367.shtml《2007年8月七成网民使用视频分享服务》,艾瑞咨询。
[13]http://news.iresearch.cn/viewpoints/75385.shtml《未来三年中国视频分享市场将呈现三大趋势》,艾瑞咨询。
[14]http://news.iresearch.cn/0468/20071121/73088.shtml《优酷网宣布获第三轮风投融资2500万美元》,艾瑞咨询。
[15]http://news.iresearch.cn/0402/20080118/75601.shtml《第一视频张力军:健康与盈利绝不是矛和盾》,搜狐IT。
[16]http://www.chinaz.com/News/hearsay/110943T42008.html《视频网站竞相裁员同质化严重凸显创新乏力》,中国站长站。
[1]优酷网http://www.youku.com/
[2]土豆网http://www.tudou.com/
[3]酷六网http://www.ku6.com/
[4]第一视频http://www.vodone.com/
[5]六间房http://6.cn/
[6]我乐网http://www.56.com/
[7]MOFILE网http://www.mofile.com/
[8]UCTUBE网http://www.uctube.cn/
[9]动漫视频网http://www.acfun.cn/
[10]艾瑞网http://www.iresearch.cn/