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The value and limitations of the short video of the blockchain can be available

May 15, 2020 02:13 Source: "China Social Sciences", May 15, 2020, No. 1926, author: Tan Xuefang

　　Blockchain is a special distributed ledger，It can realize the anchor without an intermediary value、Value quantification and value circulation，This brings the industry "value reconstruction"。Short video as a new type of content communication method，Its creation、Communication、Trading and consumption and other industrial chains are completed through the Internet，It is considered to be one of the best application scenarios of blockchain。As the blockchain policy gradually clearer，Short video becomes a proposition that the development of blockchain media in the 5G era cannot be ignored。

　　New ecology of the creator in the center

　　As a new form of online culture，Douyin、Quick Hand、B and other short video platforms such as a huge amount of Internet celebrity anchors have emerged、"UP Master" and other "micro IP"，There are many creative knowledge -based micro -content，Its impact is not only at the level of knowledge，Also extended to the creation of culture、Creation of Life Landscape。From the perspective of Douyin data，In 2019，Created 19.85 million high -quality knowledge short videos。But，There is also a problem behind this prosperity。First, micro -creative ideas are easily plagiarized，Knowing that there are even special "handling" videos, high praise posts，and original rights defending rights are very difficult。The second is the platform monopoly of discourse，Short video platform controls all data，Encountered a stolen number、Title or information is sold, etc.，Users have no ability to protect themselves at all; at the same time, the platform controls the rules to formulate the right to speak，A large part of the income of the original work is a platform、MCN institutions and other third -party institutions score，The bet365 Play online games content is at the top of the industrial value chain，Content creators are at the bottom layer of the "food chain"。Third, fans have been in the position of "cut leeks"，Either contribute content，Either contribute purchasing power，Either contribute to social resources to help forward、Share，is the "digital worker" of the media industry。

　　Blockchain is a chain data structure that combines data blocks in order in order in order.，It through the anti -tampered mechanism、distributed bookkeeping mechanism and token mechanism solves the trust in the Internet、identity and value problem。In terms of technical logic，Blockchain is used in the short video industry to redefine the copyright in the content consumption、Trading and income distribution models and other industrial rules。First，The anti -tampering mechanism of the blockchain will the author of the video work、Content and time binding together，Realize "Creation is confirming right、Transaction is authorized、Discovery is right protection "，Make up for the "virtuality、Vulnerability、concealment、Easy Tampering Modification "and other congenital problems，In other words，The work is "legalized"，Original authors can better control the fate of their works。Next，Smart contracts can preset income distribution，Make video content directly between various users，Implement value transmission，Avoid short video platforms、MCN institution and other third -party institutions "dark box" operation or excessive intervention，Powerful new authors can "self -distribution" to achieve IP incubation。again，The token mechanism will "contribute to the user" currency，User watch videos or like videos、Comments and reposts or rewards can get certain rewards，This means that fans who were originally "harvested" could get rights and interests from the income of the creator，The vision of "Everyone becomes a shareholder" will greatly activate fans' participation。

　　In short，Blockchain Bet365 app download technology looks like "Futurism Magician"，It empowers short videos to provide a mutually beneficial distributed business structure。In this structure，Short video creators live in the ecological center，Freedom of enjoying discourse expression，Maximize the value brought by its intellectual property，Fan's community contribution will be fulfilled，The ecology of the short video content industry will be restructured。

　　Unable to cross the chain, platform hydration and institutional friction

　　Examine the current blockchain short video platform practice，I will find that this new technology is not like a "magician"，and more like "Scarecrow"，There is still a long distance from the "value reconstruction" promised by it。This distance mainly comes from technology、Three dimensions of business and society。

　　The reconstruction of new technologies on human social value methods generally follows static applications、Dynamic credit interaction and the path of ecological reconstruction。At this stage, blockchain technology is used in short videos. Mainly static applications，Optimize existing business，If copyright confirms right、Stocking、Traceability, etc.; at the credit interaction level, there are already short video platform attempts，such as fire cow video、Must -see today、Miao Yin, etc.，But there is no successful case at present。As far as static application，Blockchain can indeed be chained for the work and trace the source to check at any time，But there is a problem that is easy to be ignored is，At present, the database cannot be shared between the short video platforms of each blockchain，It is impossible to distinguish the behavior of the first "malicious chain" of the original author，There will also be a certain work on this platform that cannot be on the chain, but another platform can wait; once on the chain，"Confirmation of infringement" may leave permanent and inaccurate places related to such works。On the credit interaction bet365 live casino games layer，Multi -chain interoperability technologies are not mature，Can't cross the chain to make it difficult for the chain to coordinate。Short video is a typical constructing community through user interaction、Media to form a network effect，Without cross -chain collaboration, there is no high -quality online community，Original "self -distribution" will become empty imagination。

　　From the perspective of commercial dimensions，The essence of the blockchain is a large -scale synergy tool，Provide a distributed business structure that empowers each other，But the blockchain must be "embedded" in the existing short video business logic.。First，Short video head platform cannot be open source。The architecture of the blockchain is mainly divided into public chain、Private Chain and Alliance Chain，"Empowerment" must grow on the public chain，But the existing short video platform has made the center of the extreme，such as Douyin、Kuaishou and station B, etc., such as short video platforms that have occupied most of the market, even if they go on the chain, it is impossible to give up the vested interests as a public chain。If the source is not open，"Commercial Structure" will be a pseudo -proposition。Next，Newborn blockchain short video platform has no new mode。Like a fire cow video、Must -see today, other platforms except for the incentive mechanism，Operation is still traditional mode。No differentiated social experience is difficult to accumulate long -term social relations chains，Without sticky communities, the platform cannot move towards the mainstream; and the defensive protection of the smart contract "Backgammon Camp" may not be conducive to the discovery of content、Communication，Production of content of the newborn platform、Communication、Consumption "Food Chain" is very fragile，Urban imbalances in any link may cause the consensus of the entire community to collapse。again，Excessive emphasis on the incentive function of the token bet365 Play online games leads to ecological deterioration。The token system was originally used to reflect user value，But some platforms lack value guidance，Directly use "can make money by swipe videos" to attract users，leading users to maximize the benefits，Don't look at the content first，or fans to praise each other "heating"。This will not only deviate from the original intention，Make the content itself a decoration，"Inferior coins to expel good currency" will also leave key opinion leaders (KOL) to leave，In the end, the platform "hydration"。

　　In social dimension，Blockchain as a new management method for the consensus，contradiction and conflict with the existing social system and structure。The first is the institutional friction。Although the smart contract has the right to deposit the certificate、The functions of transparent transactions and interest distribution，But essentially just a computer program，There are still many conflicts and gray areas that need to be coordinated between the existing contract law。If a smart contract is running automatically in the case of "de -willingness"，Once executed, it is considered a representation of real meaning，It is impossible to account for "blockchain hooligan"、stop loss，This brings a suitable dilemma; there is also the right to delete the right、Conflict between the power of forgetting and the permanent deposit of the blockchain，Coordination of the Play of Passing Regulatory Supervision and the Value of Technical Values。Another is difficult to get rid of capital control。The blockchain itself is a "technical remedial" that exists in the monopoly and excessive centralization of existing Internet by the Internet。However, in actual operation，Internet giants due to the advantage of user scale、enough capital advantage、Talent advantage，easier to squeeze the public chain project，Finally, a few companies still monopolize the right to speak，"Delays" will turn into a bubble。

　　Reconstruction short video media culture

　　When any revolutionary technology appears，The process of "opposition -pursuit -rationality" must be experienced，Short video under 5G technology has become an important medium for expression and social cognition of mainstream communication people，Blockchain as the core technology innovation and application has also risen into national strategy。But the system、Market and Technology has not yet formed a unified consensus on blockchain short videos，It is impossible to expect its final form，But there is no doubt that，The air outlet of the short video of the blockchain will soon come。

　　Modern technology is no longer a tool，but the basic place for modern people's life。Technical philosopher Andrew Finberg thinks，The technical system is always the aggregation of technical rules and social culture，"Technical Code" has settled social regulations、Participants' interests and social purposes。From the perspective of technical philosophy，Blockchain provides opportunities for reconstructing short video media culture and content industry: on the one hand, returning identity to network users，Turn every individual and organization into participants in social and cultural construction; on the other hand, reconstruct the production relationship of the short video industry，Provide a social environment that protects the interests of each "participant"。Although the current blockchain short video is in the test period，There are many difficulties and even risks，But this is also an important opportunity for reconstructing blockchain short video.。The blockchain should be used as the "new infrastructure" of the short video track，Social development、Blockchain technology and short video media culture, fusion to think，Technical innovation、Rules Innovation，Creation of inspiring high -quality short video content，Forging credible、Efficient cultural value network。At the same time，More from culture、Bet365 app download Communication、Technology、Researchers from various fields such as finance and policies participate in the reconstruction of the "technical code" of blockchain short videos，Short videos promoted as a cultural medium in the 5G era to act in the 5G era、Value Leading、Social condensation and mainstream positions in national governance。

　　(This article is the National Social Science Fund general project "Blockchain -based digital publishing ecological reconstruction and development strategy research" (19BXW033) staged results)

　　(Author Unit: School of Communication, Fujian Normal University)

Editor in charge: Changchang