The Transformation Of The Concept Of "Content Is King"

The rapid development of media technology has brought about corresponding changes in media form and media ecology,and has also brought about the evolution of media concepts.From the point of view of origin,the “content is king” concept is the strategy of the company developed by Viacom,the president of Viacom,to become the most important content provider in the world.Under the overall media environment where Internet media technology is rapidly updating and iterating at an unprecedented speed,the traditional concept of “content is king” has been challenged and sought to be upgraded,which not only attracted heated discussions from many media people in China,but also guided a series of media behaviors in China.practice.In this regard,this article takes the "content is king" concept as the research object,widely uses the literature research method and case analysis method,and diachronizes the evolution process of China's "content is king" concept.Under the circumstance of deepening understanding of Internet media technology,in the context of expanding content connotation,the evolution of China's concept of“content is king” has evolved along three stages: the first stage,blind optimism with intrinsic value as the core The “content is king” concept,the survival strategy under the decline of traditional media;the second stage,forced to recognize the “content is king” concept guided by communication technology,the banner benchmark in chaotic transformation;the third stage,rational transformation The “content is king” concept oriented to industrialization needs the transformation under the background of enterprise media.The representative “content is king” view at each stage has its specific performance,and it also has practical significance due to the evolution of ideas.It is worth emphasizing that the concept of “content is king” in the first two stages is bound by the concept of media tools,which inevitably has limitations.Only the third stage is based on the industrialization-oriented “content is king” concept,because it truly recognizes the role of media technology,and uses Internet thinking to think about changes in content connotation from Internet technology,so it is most close to what is in the Internet media era.For the king,what is the content of the king's normative standards.In general,the three stages of “content is king” are not completely in time but show a state of upgrading from front to back;the concept of “content is king”generally develops with the development of media form;The evolutionary history ofthe concept of "king" is essentially a history of the media people's understanding of the content.