Web3. In the era of media definition, where does media go from Web 2.0 to Web 3.0?

Dec 09,2022
Web3. In the era of media definition, where does media go from Web 2.0 to Web 3.0?

Media is an indispensable ecological support in the era of Web 3.0. Expand and generalize the definition of media ecology. In the present and future when everything is media, media does not belong to any race track but is closely related to each race track. For example, narrow the media ecology as a subset of the content ecology. Different forms of media are the atoms of content production. Is it possible for encrypted content to jump out of the trap of Web 2.0 and use "ownership" to ignite and precipitate new users' entry into Web 3.0.

1、 Web3. Media definition era

Media is an indispensable ecological supporting facility in the Web3.0 era. Expand the definition and generalization of media ecology. In the moment and future when everything is media, media does not belong to any track, but it is closely related to each track. Due to its universality, there are few research reports to analyze: where does the media turn from Web 2.0 to Web 3.0? For example, narrowing and shrinking media ecology is considered as a subset of content ecology. Different forms of media are the atom of content production. Is it possible to jump out of the original encrypted content? As a general rule of Web 2.0, "ownership" is used to trigger the new entry of users into Web 3.0.

To facilitate understanding, I will define and distinguish the three media forms involved. The first is the chain media platform: the content production platform based on the blockchain technology can confirm and track, and stimulate content production through the token mechanism, such as UGC Mirror, PUGC News Production Platform Civil and DNN (Decentralized NewsNetwork), which emphasizes the characteristics of its production and distribution as a platform.

The We Media on the chain mainly refers to individuals or small organizations that rely on the media platform on the chain to carry out content content and confirm the rights on the chain. For example, Mirror opens columns and conducts content crowdfunding for Mirror users. There is also the media DAO, which is a relatively new experiment. The individual organization of content production is decentralized, and the joint selection and construction of content production communities do not require editorial rights, such as PubDAO and some media SubDAO of DAO, which emphasize its characteristics as the organization form of content production. In fact, the development of is intertwined, and there is no particularly strong separation. For example, Mirror is actually the DAO tool of MirrorDAO, and MirrorDAO will also publish content in Mirror.

2、 Where does the media go from Web 2.0 to Web 3.0?

In fact, media has become more and more expensive in the form of price reduction or even free from the pre network era, from Web 1.0 to 2.0. Price reduction and free are the channels for the public to obtain information. What is more and more expensive is the information difference and overall value covered by information. This change can be achieved because the value converter of advertising consumes the value of information. As a channel and an intermediary, the media packages and sells the public to advertising, so advertising is confused in the value information. For individuals using media, they will not benefit from weakening the good experience of information acquisition in the process of accepting the value information of mixed advertising.

On the contrary, they must pay for the advertising costs transferred in the consumption process, or they themselves will become advertising goods sold by media through information attraction and classification. In the era of Web 3.0, media are encouraged to create and distribute content through token mechanism, replacing advertising intermediaries, and breaking the above content "audience commodity theory" (Dallas Smez, 1977) provides possibilities.

At present, this possibility is still being tested. Mirror is the most successful test product in this regard, storing content in the chain rather than in a central database. This original encryption product has nearly 80000 followers on Twitter, and paid nearly 20000 users for Web3.0. Of course, the most mainstream chain media platform Web2. Compared with the media platform, 0 looks smaller than the mainstream. It can be seen that the media development of Web3.0 is still in the early seed stage, and even has not formed a competitive pattern. Everyone is comfortable in their own form.

At present, the development of media in the drive chain is the attraction of content confirmation and token incentive, as well as the original identity of encryption. However, in fact, after confirming content rights on the chain, there is no reasonable application scenario. The value of incentive tokens obtained from media content production is limited. Large scale users still have the consumption concept training of "the Internet is free", which is involved in advertising, especially the news information "newsischeap". The use of encryption native product "Crypto Senators" identity has become an important driving force for user fission at the current stage. For example, when the initial launch of Mirror requires $WRITE contemporary coins to be available for trial, it has attracted a large number of early encryption explorers to use token acquisition channels to use token Mirror, and then spontaneously promote it on Twitter.

At this stage, the development of media on the chain has been hindered, not only because users have not formed the habit of payment. From a macro perspective, the total number of users of cryptocurrency also limits the number of media users on the chain. The strong correlation between user identity and user production content causes the media on the chain to generally focus on the production of encryption related information content, forming a relatively stable production cycle and difficult to enter the next stage. News media platforms such as Civil and DNN produce more timely news information and need to highlight the value of large-scale communication. The obstacles encountered at this stage are more obvious.

In addition, in China, entering encryption requires going over the wall, linking digital wallets and charging. For the media platform on the chain, the threshold for use is too high and the conversion rate is low. From a micro perspective, product functions need to be improved. As a media platform on the chain, Mirror has no display of reading volume, recommendation display, or even search channel for aggregated information. Other users can only use plug-ins to generate feeds or to integrate newsletters and send them to the mailbox. This is a used Web2. For users after the products of 0 major manufacturers, the experience is close to atavism. As far as the product functions are concerned, Mirror, the leading player, seems to be industriously pioneering in the wild.


To sum up, according to the overall scale of the media market, the global media industry output value will be about 2.3 trillion dollars in 2022, but it will not be completely transferred to Web3.0. Web3.0 media will become an important extension and subset of it. For example, the undervalued Web3.0 information media accounts for 10%, and the market size is about 230 billion dollars. In 2022, the number of users of China's pan media applications in online news will be about 788 million, and the utilization rate of Internet users will be 75%. The migration of online information media from Web 2.0 to Web 3. China's potential users will be considerable, which will trigger and precipitate the new entry of users into Web 3.0.