Digital Age，We not only achieved literature、Art、movie、Digitization of traditional bet365 tennis bet and artistic forms such as television，And changed the basic form of bet365 tennis bet and artistic consumption。via computer、Mobile phones and other media，People are immersed in various virtual interfaces，Like opening a colorful kaleidoscope。The bet365 tennis bet form of the digital age has changed the logic of cultural production，Reshaping the role of consumers。current，The basic characteristics of bet365 tennis bet and artistic ecology can be examined from four aspects。

1st，The main body of bet365 tennis bet and artistic production is from specialized cultural companies、Transfer of bet365 tennis bet and artistic institutions to platform enterprises in the digital era。For traditional literature and art，The channel for cultural consumption is movie theaters、Chain bookstore、Museums and other physical spaces，In the digital society，Virtual platforms have become the main place for bet365 tennis bet and artistic consumption。These platforms are not just broadcast and sales platforms，Also participate in and intervene in bet365 tennis bet and artistic production。Purchase digital rights from earlier、Digitizing traditional bet365 tennis bet and artistic works，Gradually turning to independent investment in online movies、Online TV series、Online variety shows, etc.，This makes traditional publishing、Film and TV、Cultural media organizations such as radio and television are challenged in their operations。

Second，Complete the consumption of bet365 tennis bet and artistic works through digital platforms to have a sense of presence、The decline of public spaces with a sense of presence。PCs and mobile phones in the digital age have turned cultural consumption into a highly individualized behavior。This state of complete immersion of a person in a relatively private space brings two social effects，One is that individuals become highly desocialized、Desocialized subject，The other is the resocialization of people in virtual space、Socialization。In this sense，The digital age has established a society that is consistent with the real world、A virtual space parallel to the real world。

　Third，From the producer’s perspective，Many of the bet365 tennis bet and artistic works provided by digital platforms originate from self-media，That is, attracting users to produce content。The "user-generated content" approach has changed the relative specialization in traditional bet365 tennis bet and artistic production、Professional model。This approach can encourage consumers to actively participate in content production，Works that generate a massive amount of down-to-earth energy，Provide the possibility of cultural production for ordinary people，However, it is also easy to cause bet365 tennis bet and artistic production to simply pursue "short, flat and fast" for the sake of click-through rate。

　Fourth，When consuming digital bet365 tennis bet and artistic works，The status of the audience has also undergone three changes。First，Digital Age，Consumers have more choices and autonomy，But there is a general lack of in-depth reading、Continue reading。Some audiences do not have the patience to watch complete works of art，Instead, fragmented reading is performed in fast forward and compressed videos。Secondly，The audience can send comments、Express your attitude instantly through likes and other methods，This attitude affects the click-through rate and popularity of the product，That is, the platform internalizes the audience’s evaluation into the circulation of the product。Last，Consumers in the digital age are more stratified。The division of circles is not based on age、Gender or regional identity，But based on consumption habits、Likes and other "labels" to form a circle culture。

It can be seen from the bet365 tennis bet and artistic ecology in the digital age，Digital platforms play an important and dominant role。The platform uses big data and algorithms to dually manage and guide content producers and cultural consumers，Formed a basic model for digital social organizations to carry out cultural production and social production。In the digital era of bet365 tennis bet and artistic ecology，The function and form of bet365 tennis bet criticism have also undergone tremendous changes。

1st，The subject of comments has changed from professional commentators to audiences and fans。Traditional bet365 tennis bet criticism is undertaken by experts and reviewers who master media resources，There are two forms。First, experts in the academy use theoretical discourse to interpret the text of bet365 tennis bet and artistic works，Serving professional academic production；The second is bet365 tennis bet criticism written by media critics，Guide the audience to judge the quality of the work。bet365 tennis bet criticism in the digital age is deprofessionalized、The color of de-elitization。With the help of digital platform，Any consumer can comment on the work in digital form。In this context，The audience has also become commentators，Algorithm recommendation turns audience comments into traffic data，The audience is divided into different circles。

Second，More diverse comment forms，From relative rationality、Professional criticism turns into more emotional feedback。Traditional bet365 tennis bet criticism is mainly published in print media, television and other media，Mainly focus on post-event reflection and debate。On digital platforms，The audience participates in the evaluation of the work through instant comments，Comments、Rating becomes the audience’s basic right。This form of comment often has a commercial function，Through forwarding volume、The number of clicks determines the quality of bet365 tennis bet and artistic works。The audience seems to have subjectivity，But it is extremely easy to be "harvested" and "exploited" by data algorithms。

　Third，bet365 tennis bet criticism in the digital age can easily trigger social public opinion effects。current，Some audiences are prone to become highly emotional fans through circle mobilization，This kind of mobilization is sometimes temporary、Sudden，But it is easy to burst out huge social energy，Put specific、Individual incidents become sensational "hot search" topics。This Internet phenomenon of extreme views makes bet365 tennis bet criticism perform two social functions in the digital age，A commercial marketing phenomenon caused by the impact of clicks on the audience，The other is that bet365 tennis bet criticism turns public opinion into a public event with a circle-breaking effect。This also makes cyberspace a highly ideological space，It is the invisible cultural battlefield of the 21st century。

In this context，We urgently need to unite the efforts of all parties，Accelerate the construction of a rational and public bet365 tennis bet and artistic ecology。Cyberspace is not an alien space outside of real society，But there are laws、Sovereignty、Orderly socialized space。Under the conditions of ensuring the freedom and equality of network information exchange，Relevant departments should strengthen network governance，Promote the rational allocation and effective use of network resources。Platform companies must give full play to their public and welfare social functions，This involves big data “algorithms” that must protect users’ data security and privacy，We must also balance the interests of producers and consumers，Create more diversity for users、Diverse bet365 tennis bet and artistic ecology。At the same time，The audience should also continue to improve their media literacy in cultural consumption and appreciation of literature and art。Only this way，Only digital space can form positive interactions and complementarities with real society，In order to build a more rational and public bet365 tennis bet and artistic ecology。

　(The author is a 2021 contract critic of the Beijing Federation of bet365 tennis bet and Art Circles、Researcher at Peking University School of Journalism and Communication)