商务传媒学院知识库

元宇宙自提出之后就备受关注，作为进入元宇宙通行证的数字藏品也得到很多行业的重视，应用场景十分丰富，与文博、游戏、艺术收藏品、旅游、体育等领域相融合。目前国内主流数字藏品平台已形成三大阵营：以技术、资金为优势的互联网大厂拓展数藏生态，完善产品矩阵；第三方企业探索有关数藏的专业化特色发展道路；主流媒体积极投入数字藏品，深耕与新闻报道相融合，本文主要探讨第三方阵营主流媒体对数字藏品的实践情况。
为了走深走实媒体融合下半场，国家提出并支持要以先进技术引领驱动媒体融合发展，根据布尔迪厄的场域理论（也称为场域—惯习论），场域是一个以资本运行的场域，与此同时充满着冲突与竞争。在媒介场域内部，机构发行数字藏品必然是其场域内部博弈的呈现。本文从政治、资本、传媒以及用户需求四个方面分析媒体在实践过程中发行数字藏品的原因，之后通过对受众进行调查问卷的方式对媒体进军数藏领域的效果进行阐述；最后围绕数字藏品自身存在的技术、金融风险的内在痛点以及新闻数字藏品与媒体联接不足、内容出现同质化等问题，提出具有针对性的措施以期帮助媒体在数藏领域获得长效发展。

The metaverse has attracted much attention since it was proposed, and digital collections, as a passport to enter the meta-universe, have also received attention from many industries, and their application scenarios are very rich, integrating with cultural museums, games, art collections, tourism, sports and other fields. At present, the mainstream digital collection platforms in China have formed three camps: the Internet giant with the advantages of technology and capital expands the digital collection ecology and improves the product matrix; Third-party enterprises to explore the professional characteristics of Suzang development path; Mainstream media are actively investing in digital collections and integrating in-depth cultivation with news reporting.
In order to go deeper into the second half of real media convergence, the state proposes and supports to drive the development of media convergence with advanced technology. According to Bourdieu's field theory (also known as field-habitus theory), the field is a field that operates with capital, and at the same time is full of conflicts and competition. In the media field, the digital collection issued by institutions must be the presentation of the internal game in the field. Using the field theory, this paper analyzes the reasons for the media to issue digital collections in the process of practice, and analyzes the effect of media entering the field of digital collections. In addition to the technical and financial risks of digital collections themselves, the paper focuses on the problems such as insufficient connection between news digital collections and media and homogenization of content, and proposes targeted measures to help media achieve long-term development in the field of digital collections.