Research On The Impact Of Blockchain Technology On Media Ecosystem

There are many signs that the technology of blockchain is likely to become a revolutionary technology that subverts all the conventions of today's society,and its potential can not be underestimated.While influencing the elements of the ecosystem in the media,it is also constantly shaped by the political,economic,cultural and technological environment from outside the media.For the special media ecosystem in China,how to integrate the block chain thinking into the media ecosystem with the help of the development of blockchain technology,and make them coexist in the complementary advantages is an important thinking direction for the healthy development of media ecosystem in the future,and also an important purpose of this paper.Based on the background of the development of blockchain technology and from the perspective of media ecology,this paper starts with the analysis of system theory,ecology theory and communication theory.Through the construction and research of the framework of media ecosystem,it mainly uses the methods of literature analysis,system analysis and case analysis to study and finally draws a conclusion.On the one hand,the impact of block chain technology on the media ecosystem includes the reconstruction of the ecological role of professional communicators,the disintermediation of technology-driven information,the subversion of the media marketing model and the interaction between block chain technology and the media ecosystem,including not only the external factors such as political,economic,cultural and technological environment,but also the interaction between block chain technology and the media ecosystem.The shaping also includes the reaction of blockchain technology to the ecological environment outside the media,such as the promotion of relevant policies of the media industry,the injection of vitality into the media economy,the promotion of the establishment of a social trust mechanism and the new path of media integration.It is worth noting that the application of blockchain technology in media ecosystem also faces problems and challenges,including on institutional level,the impact and reconstruction of existing laws and regulations by blockchain technology;On technical level,it takes conflict and opposition between the technical logic of block chain and media humanistic logic;On disseminator and audience level,it takes the shortage of talents and media literacy.Based on theoretical and practical research,this paper actively puts forward targeted application strategies and constructive suggestions from the perspective of government,media and audience.The foothold of this paper is to promote the healthy and benign operation of media ecosystem by boosting blockchain technology.Only by objectively looking at the trend of block chain technology,making preparations,grasping rules and actively responding,can we achieve the goal of guiding new technologies to promote the healthy development of ecosystems.