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1、 白皮白皮書 在虛假信息在虛假信息時代建立有代建立有彈性的媒體性的媒體組織 2023年年2月月 概述概述 3 1.關關于可持于可持續地改革地改革傳統媒體媒體 4 專家見解：通過人工智能加速高價值新聞報道 6 2.娛樂性、盈利性和信息之性、盈利性和信息之間不斷演不斷演變的平衡的平衡 7 3.解決虛假信息解決虛假信息時代的公共媒介素代的公共媒介素養養問題 10 專家見解：無盡內容的開始 13 4.Z世代的（不）忠：世代的（不）忠：重新想象媒體報道和報導的機會 14 5.進入元宇宙：媒體行入元宇宙：媒體行業的一的一場革命？革命？16 專家見解：元宇宙將如何徹底改變媒體 19 6.對“大大減減員”宣宣

2、戰 20 7.倡導智能媒體監管 23 專家見解：以人為本的新聞的公正方法 26 8.本地人做本地新本地人做本地新聞的案例的案例 27 鳴謝 29 Copyright 2023年阿聯酋通訊社。保留所有權利。圖片來源：ADNEC集團旗下的資本活動 2 目錄 概述 2022年11月的三天時間里，近14000名媒體專業人士、專家和參觀者聚集在阿布扎比的，參加了由阿聯酋通訊社（WAM）和ADNEC集團主辦的首屆全球媒體大會。193個媒體品牌和超過140多個不同國家的代表參與了該大會，這是一次罕見的、真正的全球媒體行業聚會。在幾十個小組活動、主題演講、互動研討會、未來實驗室和辯論中，與會者討論了他們如何能

3、夠共同塑造媒體行業的未來。出現了一些關鍵的主題，尤其是人工智能的興起、顛覆性新技術的影響、Z世代消費者的需求，以及蓬勃發展的元宇宙的作用。本白皮書的不同部分對這些主題進行了分析。但是，本白皮書真正要解決的是兩個讓媒體從業人員持續關注的話題，無論他們在這個行業工作了三年還是五十三年。第一個是內部問題，涉及到他們所在組織的可持續性問題。近幾十年來，媒體行業發生了翻天覆地的變化，而受眾的期望也在快速改變。傳統的機構和傳統的行業巨頭如何適應和生存？一個成功的新聞公司在21世紀的具體情況是怎樣的，它的長期復原力的載體是什么？第一個是外部問題，涉及到正在迅速成為我們這個時代的決定性趨勢之一：錯誤和虛假信息

4、（兩者的區別在于意圖）。當然，在很早開始，這兩種情況都以不同的形式 存在。但是，通過實時在線通信渠道放大并在許多情況下武器化虛假信息已經改變了游戲規則，使媒體行業迎頭趕上。新聞機構如何提高其團隊的技能并部署新技術來對抗這種快速發展的威脅？對新聞媒體信任度的下降幾乎在全球范圍內顯而易見是否會對行業造成致命影響。本白皮書圍繞新聞機構在虛假信息時代的應變能力，對這些基本問題提出了八個不同的觀點。這些觀點是基于去年全球媒體大會上幾十位與會者的 匿名意見和見解。其中許多與會者（包括新聞編輯、資深記者、全球新聞機構的首席執行官、專門研究新聞媒體領域的學者、未來學家等等）都慷慨地通過書面材料對他們的口頭意見

5、進行了擴展。經作者同意，本白皮書全文刊登了其中四位專家的見解。我希望您仔細閱讀這份白皮書，并希望它能成為繼續討論我們如何共同塑造媒體行業未來的激勵性基礎。此外，我還歡迎您在今年11月參加在阿布扎比舉行的下一屆全球媒體大會。2023年2月 Mohammed Jalal Al Rayssi先生閣下 阿阿聯酋新酋新聞社（社（WAM）總干事干事 3 4 1.關于可持續地 改革傳統媒體 傳統媒體媒體組織面面臨著來自著來自純在在線媒體的媒體的興起、來起、來自社交媒體平臺的自社交媒體平臺的競爭、爭、錯誤和虛假信息以及和虛假信息以及 受受眾眾脫脫節等重大挑等重大挑戰。全球媒體。全球媒體專家家認為，可，可持持續

6、改革需要加大數字改革需要加大數字產品投品投資力度，力度，開開發獨獨特內容，并采用特內容，并采用創造性的方法造性的方法進行分析和行分析和報道。道。媒體高管媒體高管強調的一個的一個關關鍵觀點是，點是，別被被創新左新左右，右，還得得專注于內容注于內容質量和量和組織的的長期目期目標。當今許多主流的媒體機構在數字時代到來之前就已經成立并蓬勃發展。幾十年來，這些機構主宰著媒體領域，獲益于壟斷地位和公共資金。多年來，BBC、CNN和Le Monde等機構成為家喻戶曉的名字，也成為可靠和可信信息的參考點。然而，在當今的全球媒體行業，他們的權威地位正在面臨威脅。這些傳統媒體機構面臨的最大和最明顯的挑戰之一是 數

7、字或在線媒體的崛起。隨著互聯網的普及和智能手機的廣泛使用，愈來愈多的人開始 在網上尋找和收看新聞。在許多地區，社交媒體已經成為新聞的主要來源。根據湯森路透研究所2022年數字新聞報告，75%的全球人口現在不時從諸如Twitter、YouTube和Meta（Facebook、Instagram和WhatsApp的所有者）等社交媒體網絡尋找新聞。這些社交平臺通常更加靈活，通過從用戶那里收集的大量數據進行超速增長，并能夠迅速適應市場的變化。它們不斷為受眾提供全新、創新的方式，讓他們消費媒體和講述自己的故事。一些傳統的媒體機構一直在努力跟上并適應正在發生改變的格局。這一切都表明，存在著改革的需要，這是

8、2022年11月在阿布扎比舉行的首屆全球媒體大會上辯論和對話中反復出現的一個主題。正如論壇上的主要專家所指出的，轉變效率低下的全球組織是一個真正的挑戰。然而，進行內部改革并更具創新性，同時保持固有的文化和優勢的方法不計其數。大多數傳統品牌成功采用了一種前進方式，即投資于數字領域，并發展強大的網路業務。也就是說，僅僅在網上或社交媒體亮相是不夠的。這些組織還必須優先考慮創建數字優先的內容，并為這些平臺進行優化。這可以包括短篇視頻、播客和人文關懷故事。傳統新聞機構的可持續改革還取決于加強與他們所服務的社區的參與度，傾聽并回應他們的關切和需求。對于本地報刊，這種情況可能是顯而易見的，國際大報亦是如此。

9、社區參與包括一系列工作，包括通過社交媒體管理與讀者的關系，以及雇用當地記者。在數字社區管理方面，這被日益視為是收集讀者實時反饋的最佳途徑。通過將這種反饋與其他數據進行三角分析，新聞機構可以找出經驗教訓，并提高其新聞報道的吸引力。這就是數據分析日益成為新聞機構中不可或缺技能的原因。然而，其他媒體高管強調，別被“創新左右”，而應首先關注內容的質量。這是一個微妙但也許是關鍵的妥協，以吸引更廣泛的受眾，更好地與年輕消費者接觸，同時又不因癡迷于追逐點擊率和按贊而損害完整性或身份。在全球媒體大會上引用的一個示例中，某些媒體對 2021 年喀布爾淪陷的現場報道 5 明顯比其他媒體更成功。一家新聞機構能夠確保

10、其在線追隨者與塔利班的代表進行問答，并對內容進行實時審核。由此可見，有了正確的工具和方法，媒體組織可以將速度和訪問的雙重挑戰從風險轉化為機會。投資于地方或調查性報道涉及昂貴成本，但整個媒體行業的代表仍然堅信，這樣做是確保新聞機構未來恢復能力的基石。否則，則可能面臨逐漸降低新聞標準的風險，新聞的傳播也缺乏適當的地方背景。一個突出的示例是美國2022年發生的大火。當地新聞機構發現自己不僅扮演著重要的報道角色，還扮演著公共利益的角色，即 為危機期間的最佳行為提供建議。這種作用只能由具備適當地方知識的記者來履行。實踐者們提出的對傳統新聞機構進行可持續改革的另一個案例是，也許是反直覺的，堅持他們 最了解

11、的東西：新聞業的基本原理。是的，新聞機構的商業模式必須保持可持續性。像其他企業一樣，他們必須 應對市場的變化和新的機遇。這可能涉及到實施靈活的工作方法，培養創新文化，減少所謂的虛榮成本（黃金地段辦公室）。它也可能意味著在傳統的廣告和訂閱之外，實現收入來源的多樣化，如尋找新的贊助商或合作伙伴，銷售商品，或提供有償服務，如咨詢。但是，創新不是為了創新而創新?？傊?，許多媒體從業者認為，改革媒體機構的計劃可能過于復雜，而實際的首要任務很簡單：建立一個使您的商業模式可持續發展的結構，并提供普通公眾所要求的嚴格事實和分析。通過牢記這一點，傳統的新聞機構可以變得更加可持續，并更好地在數字或虛假信息時代茁壯成

12、長，而不論其規模、資源或位置如何。IPSOS對27個個國家進行了研究，研究結果發現，在2014-2019年的五年間，公眾對報紙和雜志的信任度平均下降了16%。研究還發現，各市場對新聞的興趣急劇下降，從2017年的63%降至2022年的51%。根據IPSOS的數據，在大多數國家，新聞消費者表示經?；蛴袝r避開新聞的比例急劇增加。在巴西（54%）和英國（46%），這類選擇性回避在過去五年里增加了一倍，許多受訪者表示新聞對他們的情緒產生負面影響。6 專家見解 通通過人工智能加速高價人工智能加速高價值新新聞報道道 作者：作者：維拉斯拉斯達達爾（Vilas Dhar）是帕特里克J麥戈文基金會（Patric

13、k J.McGovern Foundation）的主席，該基金會是一個21世紀的慈善機構，致力于在人工智能、數據科學和社會影響的前沿領域架起橋梁。約蘭達博蒂博蒂-洛多洛多維科（科（Yolanda Botti-Lodovico是帕特里克J麥戈文基金會（Patrick J.McGovern Foundation）的政策和宣傳負責人。媒體領域的經濟可持續性危機是有據可查的，機構和記者面臨著大規模的裁員、倒閉、減薪和強制休假。媒體領導人必須考慮新數字能力的應用如何產生提高效率的機會-降低成本，同時通過以人為中心創造新 價值。在使用人工智能方面出現的三個趨勢呈現出顯著前景：有了人工智能，媒體機有了人工智

14、能，媒體機構構可以重新利用新可以重新利用新聞調查，建立，建立為細分受分受眾眾設計的內容的內容 人工智能使記者能夠根據目標人群的興趣來制作動態的、響應式的內容。雖然記者繼續推動調查過程，并制作一個引人注目的敘述，但生成的算法可以幫助重新利用這些敘述，以接觸更廣泛的受眾。使用相同的核心報道，人工智能可以幫助記者合成新的散文，將將一篇報道轉化為突發新聞文章，為有聲望的期刊提供長篇報道，以及在社交媒體平臺上提供短篇的、可訪問的內容。人工智能人工智能為新形式的數據新形式的數據驅動的新的新聞和突破性的故事提供條和突破性的故事提供條件件 憑借建立在巨大數據集之上的數據分析和預測模型的能力，記者得以講述以前未

15、被提及的故事。他們可以利用人工智能技術來揭示令人驚訝的模式，發現大規模的不公正現象，做出 可信的預測，并幫助影響未來的政策。從揭示驅逐模式中的種族偏見，到揭露大公司的侵犯人權行為，大數據和人工智能的結合使調查能力得以補充并加速了公共利益的敘事。人工智能可以人工智能可以實現低干低干預任任務的自的自動化，在削化，在削減減成本的同成本的同時，為高價高價值的新的新聞報道道騰出出時間和和資源源 媒體內容的創作集合了不同的任務，從低技能、繁瑣的勞動到同理心驅動、批判性思維和創造性的發展。-通常被稱為獨特的人類工作。人工智能有可能成為記者的一個增強裝置。通過將干預程度較低或耗時的任務自動化，記者可以將他們的

16、時間、資源和注意力轉移到不僅是事實和數字上，還轉向到它們背后的人際關系和故事上。媒體行業正在進行的數字化轉型往往被視為對傳統媒體機構構成威脅。當記者們展望未來時，創新和廣泛采用數字工具是維持為公眾服務的基于事實的報道能力所必需的。通過大規模應用這三種人工智能驅動的干預措施，實現一個新的靈活、低成本、高價值的組織模式指日可待。開發一條既能 利用今天的人工智能又能與之并肩作戰的途徑，將為明天的人工智能驅動的新聞業提供依據。7 2 娛樂性、盈利性和信息性之間不斷發展的平衡。媒體機媒體機構構一方面要取悅投一方面要取悅投資者，者，另另一方面要取悅一方面要取悅受受眾眾，這兩者之者之間存在著矛盾。存在著矛盾

17、。對于媒體機于媒體機構構來來說，重要的是不，重要的是不僅要提供吸引人的要提供吸引人的娛樂性內容，性內容，而且要找到使而且要找到使這些內容商些內容商業化的方法，并在向消化的方法，并在向消費者提供準者提供準確確和可靠的信息的同和可靠的信息的同時創造收入。造收入。這可能是一個很可能是一個很難達成的平衡，不同的媒體機成的平衡，不同的媒體機構構以以不同的方式不同的方式處理理這個個問題。一些媒體。一些媒體優先考先考慮娛樂和盈利能力，而和盈利能力，而另另一些一些則更注重提供信息和新更注重提供信息和新聞。隨著技術和消費者偏好的變化，媒體機構在娛樂性、盈利性和信息之間的平衡也在不斷發展。近年來，對“信息娛樂”的

18、需求顯著增加，導致轉向更加以受眾為中心和引人入勝的形式。同時，對高質量、準確和可靠的信息的需求也在不斷增加，特別是在沖突期間，在諸如新冠疫情等大規模事件發生后，以及虛假信息的興起。媒體機構必須駕馭這一復雜的局面，以確保他們滿足受眾的需求，同時也為其股東創造利潤。棘手問題在于大多數媒體機構依賴投資者來繼續運營，尤其是在全球公共廣播機構面臨更大幅度的資金削減時。投資者更喜歡關注指標：讀者和觀眾的數量，點擊量，或在網站上花費的時間、進而決定了他們的利潤。這將媒體領域推向了娛樂式新聞，實際上是為了追求更多的受眾。記者們越來越多地評論需求，使頭條或標題盡可能地具有爭議性、特別是當他們的管理者能夠準確地獲

19、得誰在閱讀或瀏覽他們員工的工作數據時。新技術使媒體有能力對世界各地發生的事情進行準即時的報道。媒體組織面臨著真正的壓力，除了電視、廣播或書面媒體之外，Instagram、Twitter、TikTok和YouTube還發表了意見。這也有一些弊端，因為記者們現在被敦促要把故事講出來，不管是什么形式，也不管信息 是否經過核實。去年英國女王伊麗莎白二世的去世，在正式向公眾宣布之前，全世界有幾十名記者在Twitter上拼命報道這一突發新聞。媒體機構需要建立一個使其商業模式可持續發展的結構，這意味著要平衡他們與主要投資者的利益和廣告商的期望。新技術的出現也改變了受眾所要求的媒體類型。如果說長篇大論和紀錄片

20、曾因其提供的細節和洞察力而受到贊譽，那么如今TikTok或Instagram上的簡短而聳人聽聞的視頻似乎是最受歡迎的形式。這一趨勢將重點從內容轉移到了以引人注目的方式講述故事的能力上，8 也就是說以盡可能簡短的方式報道。盡管在娛樂、盈利和信息之間這種不斷變化的平衡中存在著挑戰，但也存在著機遇。行業領導者已經看到，他們的受眾希望參與故事的方式發生了明顯的轉變，即從單純的旁觀者變成了內容的積極參與者。因此，媒體機構正越來越多地轉向能夠讓受眾更多參與和互動的形式。這包括互動內容-考慮到現場投票和民意調查、用戶產生的內容，以及參與式新聞-受眾提供他們自己的故事、意見和觀點。用戶產生的內容和社交媒體的興

21、起，使個人有能力直接創造和解釋事件。這導致了一個更加民主化的媒體環境，在該環境下，個人對他們所消費和創造的內容有更大的控制和代理權。與此同時，這也引出了一個更廣泛的問題，即新聞和意見之間的區別。媒體機構需要謹慎行事，了解哪些來源可以被視為新聞，哪些來源必須視為意見。特別是Z世代已經證明，他們非常容易接受以觀點為基礎的新聞，并經常從反映他們對世界的看法的媒體機構 尋求新聞。這給整體媒體素養以及如何與不贊同他們觀點的人互動帶來了重大問題。在全球媒體大會上，一位主要從業者說：“社交媒體是發表意見的地方，而媒體是客觀報道的地方?！比欢?，這一界限越來越模糊。一些媒體公司為其內容和服務選擇了訂閱模式，這意

22、味著用戶必須支付費用才能獲得某些內容和功能。示例包括著名的金融時報、Buzzfeed或法國的BrutX，他們在社交媒體上提供付費的長篇視頻和免費的短篇視頻。這種模式使媒體機構能夠從其內容和服務中賺取收入，同時也為用戶提供了更多的定制體驗。該平臺的訂閱者可以獲得獨家內容，以及基于他們的興趣和偏好的個性化推薦和提醒。然而，這并不一定與更好的新聞相一致，也沒有消除商業壓力的影響。雖然訂閱模式適用于金融時報，但Brut.已經再次轉向了“免費增值”模式?！懊赓M增值”背后的原理是，內容可以在一個單一的平臺上以有限的方式免費訪問，然后用戶可以支付訂閱費來訪問全部內容。Brut.認為它現在已經找到了完美的公式

23、，但 9個案例向我展示了在、盈利和信息之求平衡的復性。一切是否意味著媒體作公共會更好？可以，政府助的媒體可以提供公正的獨立道，得高量的新道，并在不同的社區之得更多的理解或共。然而，也有潛在的挑和弊端，包括客性的擔。媒體行的從人媒體的兩極化感到擔。他中的多人建刊不要某個政治候人提供政治支持。一位來自歐洲的家強，新機構從一個政黨那里得金，可能會造成可信度，并使其客性受到疑。最，媒體機構在個不斷化的境中能否成功，將取決于他能否在、盈利和信息之取得平衡，以及能否適不斷化的消者偏好和市條件。8 秒Z世代的注意力持通常只有8秒；比千禧一代短幾秒，后者12秒。3-5個屏幕平均而言，千禧一代每次在3個屏幕之跳

24、，而Z世代向于同看5個屏幕新冠疫情由于新冠疫情的出，73%的用表示在智能手機上花了更多，最大增生在Z世代和千禧一代中。TikTok在新冠疫情期，TikTok的用大幅激增。在2020年3月期，平臺增加了超1200萬用，平均用上升了48%。來源：福布斯，2017年；Statista 2022年-10 3.應對虛假信息時代的 公共媒體文盲 在被廣泛描述在被廣泛描述為虛假信息的虛假信息的時代，代，個人和媒體個人和媒體組織在在應對污染的信息染的信息環境方面面境方面面臨著前所未有的挑著前所未有的挑戰。與虛假信息的互。與虛假信息的互動已已經成成為日常生活中不可避免的一部分。它日常生活中不可避免的一部分。它對

25、國國際安全和人安全和人類健康的健康的 有害影有害影響響的痕跡已的痕跡已經顯現。如果新冠。如果新冠疫情表明社疫情表明社會可以通會可以通過不準不準確確的信息迅速的信息迅速變得得兩極兩極分化，那分化，那么么它也表明了公共空它也表明了公共空間中媒體素中媒體素養養的重要性。的重要性。虛假信息可以追溯到印刷術的發明，甚至可以追溯到自有記載的歷史曙光，盡管歷史上的使用 往往是為了特定的目的。今天，隨著生產成本的大幅降低和社交媒體使用的急劇增加，錯誤信息的興起和虛假信息的傳播從未如此勢不可擋。為明確起見，這兩者之間的區別涉及到意圖，即 虛假信息是指在沒有欺騙意圖的情況下傳播誤導性、虛假或斷章取義的內容。這兩種

26、趨勢所帶來的毒性已經對媒體行業產生了損害性影響，從長遠來看可以說是威脅到了它的生存。在這樣一個被污染的信息環境中，記者們不斷遭到人們的詆毀，他們被描述為破壞者，而不是 真相的守門人，對公眾的信任產生了長期影響。針對記者的暴力事件正在成倍增長，今天在戰區外被殺害的記者比過往任何時候都多，這也許就不足為奇了。世界各國領導人將媒體視為“敵人”的攻擊和詆毀記者的企圖證明，虛假信息的盛行符合北方世界和南方世界許多政府的政治議程。如果任由其發展，Web 3.0可能會使其更難 識別、監測和追蹤錯誤信息和假新聞的范圍和流通。媒體行業的最新發展例如歐盟出臺數字服務法，英國對在線安全法案的審查，甚至埃隆馬斯克（E

27、lon Musk）收購Twitter都說明了人們對公眾信任的日益擔憂。媒體行業的核心人士表示需要改變公眾的心態。關于公眾如何理解客觀的新聞報道，這個問題從未像現在這樣突出。然而，如果不大幅增加對媒體素養的投資，加強年輕一代的批判性思考和評估主要信息流的能力，這就不可能發生。大規模和可持續的媒體素養培訓將有助于在新的信息、數字和通信環境中最大限度地發揮優勢和減少傷害。它是對人的投資、11 ，特別是對年輕人的心理、信息、甚至身體健康的投資。它使人們能夠負責任地、有效地接觸信息、內容、機構和數字技術。出于這個原因，媒體行業的從業人員堅持認為，在學校、大學和所有的專業環境中提供媒體素養培訓 是有長期好

28、處的，無論是定期培訓還是臨時性培訓。從小學習了解偏見、批判性思維和事實核查的重要性，可以改變信息的使用和傳播方式。在分享內容之前檢查其真實性，尤其是在Twitter等社交媒體平臺放松對內容審核的相關政策的情況下，仍然是一個全行業的挑戰。社交媒體的算法當然會使錯誤信息的循環永久化。鑒于社交媒體日益成為年輕一代的首選通訊方式，必須讓他們參與進來 以贏得對數字空間中虛假信息的斗爭。政府應與社交媒體平臺合作，通過制定適用于不同文化和語言的標準，更好地進行自我監管。同樣，如果不向政治家和政策制定者提供媒體素養培訓，幫助他們了解數字化的原則，以及這些原則如何為解決虛假 信息的法規提供依據，就不可能實現這一

29、點。這種方法應該有助解決對采用現有建議的興趣不足，這些建議可以提高政策制定者、教育者和青年組織在這一領域的能力。聯合國教育、科學及文化組織（UNESCO）制定的媒體和信息素養 政策和戰略指南就是最好的示例。在政界缺乏對公共媒體素養方面提供支持的情況下，12 媒體組織可以親自處理問題。大型新聞編輯室可以通過招聘專家為記者提供專門的培訓來解決虛假信息的問題。規模較小的新聞編輯室可以利用人工智能（AI）等技術進步，不僅以事實核查的形式為公民進一步制定保障措施，還可以作為培訓工具，讓更多受眾了解。此外，媒體從業者建議媒體機構 承諾至少20%的報道直接來自當地，并附有視覺和真實內容。最終，通過提高公眾的

30、媒體素養，以橫向的方式解讀媒體數據，可以在打擊虛假信息方面產生有效而持久的效果，并有利于行業的復原力。24個個國家已經采取措施，制定關于媒體和信息素養的國家政策和戰略。2020年9月至11月，Instagram采集的錯誤信息中有57.7%包含有關新冠疫情的內容，21.2%的 錯誤信息帖子包含 有關疫苗的內容 在2022年2月、全球45 and 55%的新聞消費者目睹了有關 新冠疫情的虛假或誤導性報道，其次是政治事務（34-51%）、名人（20-48%）、氣候變化（15-32%）和移民（9-27%）。2021年初，超過35%的受訪Z世代和千禧一代坦言，他們通常會忽略他人在社交媒體或信息平臺上分享

31、的新冠疫情信息，因為他們知道這些信息是虛假的。以上所有信息來自Statista進行的一項調查 13 專家見解 無盡內容的無盡內容的開開始始 作者：作者：Sofie Hvitved是哥本哈根未來學研究所的未來學家和媒體主管，她目前正在研究元宇宙的未來以及它將如何影響我們的生活和業務。想象一下十年后的情景，人工智能像過去幾年一樣繼續發展。在這樣的未來，我們將很難消費到沒有以某種方式被人工智能塑造的內容，而我們消費的內容中高達99%將是由計算機生成的。我們看到人工智能軟件的民主化，如ChatGPT和Midjourney等產品-類似于WordPress在網頁制作方面所取得的成就。隨著人工智能技術在普及

32、、效率和能力方面的增長，媒體專業人士開始考慮這些新技術如何影響他們的行業，以及它將如何塑造未來媒體和創造力的作用。生成式人工智能工具可用于制作故事、圖像、電影、聲音和沉浸式3D內容，而且質量不斷提高。這無疑會提高對創意人才的門檻，給媒體公司內部的一些任務和職位帶來壓力。冰山一角冰山一角 在媒體行業使用人工智能和自動化方面，我們只看到了冰山一角。無論它的發展速度有多快或朝什么方向發展，我們都在使用人工智能尋找更用戶友好的版本和面向消費者的產品。而且這并不像聽起來那么遙遠。我們已經在Vogue、Cosmopolitan和The Economist等雜志上看到了第一批AI封面。Boomy公司創造的人

33、工智能計算機生成的音樂已經達到1100多萬首，根據他們自己的數字，相當于全球錄制音樂的近11%。人工智能工具可以提供的不僅僅是內容創建。它可以用來識別重要故事，自動執行日常任務，并 通過創造更個性化的溝通方式來增加讀者群。這樣的示例不勝枚舉。但是，使用人工智能也可能導致與受眾的負面互動，例如創造出無意中帶有偏見的文章，甚至是傳播錯誤信息。媒體市場可能會迅速充斥著合成內容和深偽技術，它們傳播迅速且難以檢測。通過自動翻譯，它可以在每種可以想象的語言中乘以一千萬，無需任何人工干預。最糟糕的情況是，互聯網最終是元宇宙可能會充斥著虛假內容。觀眾是否能辨別出這種合成生成的內容和人類編輯創造的新聞內容之間有

34、何區別？炒作炒作還是是長期的影期的影響響？成為一名未來學家意味著要從長期角度處理許多不確定性。顯然，媒體業務必須避免將戰略重點放在新興技術和基于假設和證據甚少的敘述上。然而，我們不應該讓數據的稀缺性掩蓋一個事實，即媒體行業正在經歷翻天覆地的改變，迫切需要激進的、以未來為導向的創新。人工智能不會一夕之間徹底改變媒體行業。監管有助于實現這一目標。但人工智能 是一個來自未來的警鐘，可以幫助我們理解內容創作的未來。而這個未來有可能是一個由人工智能創造的無盡內容。媒體行業必須為此做好準備。14 4.Z世代的（不）忠 重新想象媒體重新想象媒體報道和道和報導的機的機會會 媒體行媒體行業從從業者者對傳統媒體機

35、媒體機構構與年與年輕一代的接一代的接觸情況表示觸情況表示關關注。不同年注。不同年齡段的媒體消段的媒體消費習慣不不同，同，Z世代主要世代主要對視覺、短篇內容感、短篇內容感興趣。趣。業界希望通界希望通過使用技使用技術、新的敘事方法和更、新的敘事方法和更多的多的實地地報道來彌合道來彌合這一差距。大力一差距。大力應用新用新聞業的基本原的基本原則 誠信、信、透明、透明、問責也可以提高年也可以提高年輕一代一代的可信度。的可信度。作為出生在數字時代的第一代人，Z世代使用社交媒體作為首選媒介來尋找有關本地、國家和 世界新聞的信息。這一代人的關注點從主流媒體轉向社交媒體，這說明 他們對主流媒體的報道缺乏信任，尤

36、其是對傳統媒體機構的報道。在Z世代的眼中，傳統的新聞品牌未必能反映現代世界的現實。他們往往對其報道的真實性和有效性持懷疑態度。同時，基于意見的新聞報道模糊了意見和事實之間的界限，使人們更難真正了解手頭的信息。因此，至少似乎能解決年輕一代關切的其他網站和報道方法被認為更真實，因此更值得他們信任。媒體和技術專家們都在探討，這是否是傳統媒體報道的終結，并且由此延伸到 傳統的新聞機構。沒有年輕一代的支持和忠誠，他們的未來將岌岌可危。同時，他們也可以借此機會重新評估和想象他們報道新聞故事的方法。雖然Z世代沒有特別忠誠于媒體和新聞機構，也沒有長時間消費傳統新聞報道，但他們仍然很想了解 世界不同地區面臨的不

37、同挑戰。他們積極參與對不公正的呼喚，并倡導他們所相信的事物。正如阿聯酋青年事務國務部長沙瑪馬茲魯伊（HE Shamma Al Mazrui）先生在2022年全球媒體大會的主題演講中所說：“內容至上。是的，他們希望新聞內容具有娛樂性，但他們希望以不同的方式接收新聞。他們希望在智力上接受挑戰。他們希望所接收的新聞發人深省。他們希望能夠通過媒體學習新的技能，獲得新的見解。他們希望能夠解決生活中最緊迫的問題。他們希望能夠通過尋找解決他們的社會和他們這一代人的問題的辦法來追尋意義”。這無疑是一份新聞機構需要完成的苛刻清單。簡而言之，挑戰在于如何讓Z世代以他們所要求的簡潔 和視覺上有吸引力的方式盡可能快地

38、獲得新聞。針對資深記者和政策制定者的擔憂，許多媒體從業者都認為，按照Z世代的思路進入內容創作的空間，不應視為對媒體機構的威脅，而應視為加速回歸新聞 報道的核心要素：提供即準確又可靠的信息。15 在這種情況下，一些記者和媒體行業的專業人士堅持認為，新聞機構需要變得更加靈活和反應迅速。他們認為，實現這一目標的方法之一是加強直接報道，即引進一批受過培訓的新記者，對事件作出實時反應，并以快速、直觀和簡潔的方式進行報道。無論是雇用具有區域專業知識的本地記者還是國際記者，這些記者在與消息來源打交道時都必須遵循尊重和誠實的關鍵原則，以保證可信度。媒體機構能夠激發忠誠度并確保其未來復原力的另一種方式是，通過加

39、大對事實核查和內容審核的投資，改善其媒體素養實踐。媒體專家們認識到，即使有越來越多的高質量開源技術，媒體機構需要進行大量投資，以處理公共領域的大量數據。提供額外資金以增強媒體組織（尤其是公共廣播公司）的能力，可以幫助他們建立誠信和可信度，騰出時間從事批判性新聞，并對他們與Z世代的互動產生積極影響。同時，社交媒體平臺在彌合這一差距方面也可以發揮核心作用。這是 因為與其他媒體相比，他們提供了鋪設變革之路的更大力量。TikTok上的Z世代創作者就是良好例證。無論是通過為社會正義事業站臺，為他們的價值觀發聲，還是提出改善世界的想法，創作者們都以簡短、易消化、但有趣和有沖擊力的形式將一切內容放在網上，因

40、為無論他們的粉絲規模如何，他們可以通過“病毒式傳播”來快速吸引大量受眾。這種能力滿足了這一代人充分表達自己的想法和倡導自己的信念的總體需要。94%大約94%的Z世代每天都使用社交媒體?！皟热葜辽?。是的，他們希望新聞內容具有娛樂性，但他們希望以不同的方式接收新聞。他們希望在智力上接受挑戰。他們希望所接收的新聞發人深省。他們希望能夠通過媒體學習新的技能，獲得新的見解。他們希望能夠解決生活中最緊迫的問題。他們 希望能夠通過尋找解決他們的社會和他們這一代人的問題的辦法來追尋意義”。阿聯酋青年事務國務部長沙沙瑪馬茲魯伊（伊（HE Shamma Al Mazrui）閣下下在2022年全球媒體大會上。認識到

41、這一點，一些傳統新聞機構已經采取了措施來吸引年輕受眾、例如，通過在推特上直播新聞，在Tik Tok上發布信息，以及主持以青年領袖、活動家和藝術家為主角的播客。為了塑造一個可持續的行業未來，媒體從業者們正在呼吁 報道新聞的方式要多樣化。社交媒體使人們能夠實時了解各地正在發生的事情。這意味著與世界各個角落的記者合作，建立或擴大區域辦事處，以促成周邊地區的直接報道，并增加與中立國家廣播公司的合作。利用西方的散居社區，也可以作為南方世界和北方世界之間的橋梁。盡管取得了一些進展，但要獲得Z世代的信任和忠誠，仍有很長的路要走。主流媒體機構和組織有責任與當前和未來幾代人保持同步，否則就會面臨著落伍的危險。7

42、9%79%的Z世代通過社交媒體 10.6 接收新聞。2022 年年 Z世代平均每天在網上花費超過10.6小時。來源：Morningconsult；Adobe；AP-NORC 2022年Z世代使用最多的社交媒體平臺：Snapchat（96%）、TikTok（91%）、YouTube（87%）、Instagram(83%)。16 5.進入元宇宙 媒體行媒體行業的一的一場革命？革命？Facebook更名更名為Meta，將曾，將曾經小小眾眾的元宇宙概念的元宇宙概念推入主流。推入主流。這個個沉沉浸式世界浸式世界為新新聞機機構構提供了廣提供了廣泛的機會，無泛的機會，無論是提高參與度、是提高參與度、訪問量、

43、廣告收量、廣告收入入還是社會影是社會影響響。但猶豫不決的情況比比皆然，。但猶豫不決的情況比比皆然，許多媒體行多媒體行業尚未尚未 放手一搏，理由是放手一搏，理由是對成本、成本、監管和受管和受眾眾興趣的擔趣的擔憂。面。面對猖獗的虛假信息，提供可信猖獗的虛假信息，提供可信報道的挑道的挑戰對于于許多媒體從多媒體從業者來者來說仍然是一個比信息仍然是一個比信息傳播播媒介更媒介更關關鍵的的問題。當然，當然，這兩者并行不悖。者并行不悖?！霸钪婵赡苁翘摂M的，但影響將是真實的?！敝辽?，這是這家前身為Facebook的公司希望我們所相信的內容。當馬克-扎克伯格宣布在2021年10月將Facebook更名為Meta

44、時，公司發布了意向聲明，表示其希望有效地“擁有”正在興起的元宇宙。理論上，互聯網的下一次迭代將看到物理世界和數字世界的融合，創造一種所謂的“物理數字化”體驗，簡單來說就是物理世界與數字世界的無縫銜接。這種物質數字化的存在將充滿著可以使用數字化身訪問的沉浸式虛擬體驗，以及改變我們對現實的感知的增強體驗。新興技術，包括人工智能，尤其是近幾個月風靡互聯網的ChatGPT這樣的生成式人工智能、將定義這種4D互聯網。而這些技術可能會改變媒體行業未來的復原力，為記者提供身臨其境且引人入勝的方式，既可以收集經過驗證的故事，打擊假新聞，也可以準確地向受眾報道。毋庸置疑，新聞業一直在根據最新的技術創新進行調整和

45、 發展。那么，我們是否正處在新聞媒體的另一場真正革命邊緣，就像印刷術或萬維網的發明一樣？乍一看似乎是這樣的。視頻，尤其是以TikTok或卷軸為例的短視頻，已經鞏固了其作為現在即將成年的一代的核心敘事機制的地位。同時，出版工具的便利性意味著內容制作已經大規模民主化。每個有意愿的人，只要有互聯網連接，都可以成為公民記者。從理論上看，利用這些趨勢的最佳媒介莫過于元宇宙，在這個環境中，每個視頻和故事都可以在每個用戶身邊活靈活現，并與他們互動。這種由公民主導的或沉浸式的新聞報道已在發生，新聞機構部署了360視頻，讓消費者親身體驗所報道的情況。正如虛擬現實先驅Nonny de la Pea通過洛杉磯的饑餓

46、等紀錄片所展示的那樣，沉浸式新聞報道可以引起受眾前所未有的共鳴和參與。對于在棘手的經濟環境中航行并 17 尋求建立彈性的新聞機構來說，不可小覷任何可以加強與讀者或觀眾關系的創新。重大新聞采訪已經在元宇宙中進行了。2021年12月，金融時報的首席特約撰稿人亨利-曼斯（Henry Mance）與英國前副首相尼克-克萊格（Nick Clegg）在元宇宙中 進行了一次關于沉浸式數字世界的未來和監管挑戰的談話。去年11月在阿布扎比舉行的首屆全球媒體大會上，阿聯酋國家通訊社負責人穆罕默德賈拉勒阿爾雷西（Mohamed Jalal Al Rayssi）出現在旁觀者面前，走下舞臺，直接進入人造世界，與虛擬主持

47、人進行現場采訪。有了正確的應用，這項技術可以在幾毫秒內縮小采訪者和被采訪者之間的巨大差距而不是20小時的飛行并提高日常消費者的可及性。它也可以縮小新聞機構內部的差距，正如Vice Media Group去年在去中心化元宇宙中推出虛擬總部 以作為同事的全球聚會點所做的那樣。元宇宙為大規模實時部署區塊鏈驅動的事實檢查和內容驗證等技術提供了有利的環境，如果應用正確，這對媒體行業來說可能具有革命性意義。而對于廣告商來說，元宇宙提供了無與倫比的潛力，可以用新的方式和即時訪問來定位受眾，盡管這必須謹慎行事，以避免讓消費者感到不安。問題和擔憂自然多了起來。人工智能技術的開發和采用成本很高，使得資金緊張的新聞

48、機構對是否采取這種做法猶豫不決。許多記者、編輯和媒體 高管們無法花時間去理解更不用說實施這些創新了。而且，幾乎沒有人可以對以下問題給出很好的答案，即如何監管元宇宙，或訂閱普遍接受的道德證書，或保護未成年人或弱勢用戶。還有一個問題是，元宇宙是否真的代表了一場革命，或者它是否只是另一個讓記者和媒體主管們頭疼的社交媒體平臺。有相當一部分人傾向于后一種立場。在阿布扎比舉行的全球媒體大會上，即使是最具創新精神的新聞機構的代表，也對他們的受眾是否有興趣通過元宇宙參與其中表示懷疑。而且，關鍵的是，他們稱媒體行業所面臨的挑戰將保持不變，即使是向虛擬世界的重大轉變。無論是通過目前的主流媒體、社交媒體，還是虛擬媒

49、體，消費者仍然需要準確性、可信度和相關性。消費者說，在面對錯誤或虛假信息時，提供這些信息仍然是一個比信息傳播的媒介更顯著的問題。除了少數擁有必要的財政和人力資源的大膽先驅者（更不用說愿意接受失敗的大膽先驅者）之外，元宇宙似乎只能停留在媒體行業的邊沿。18 然而，對媒體行業來說，忽視元宇宙及其相關技術（從增強現實到區塊鏈驅動的內容驗證）的潛力 是目光短淺的。過去與顛覆性技術相關的興奮往往伴隨著失望和懷疑可以說是我們現在所處的位置 然后隨著它進入主流并變得普通人所能負擔，最終出現繁榮。新聞機構將會明智地與這塊充滿機遇的虛擬土地保持聯系，并向未來學家請教如何進入到這一空間并在這一空間內工作。最重要的

50、是，他們應該將重點放在區塊鏈技術上能夠在當前增加最大價值的地方。這未必是深度沉浸在虛擬世界中，但很可能是將人工智能應用于整個新聞編輯室，讓記者們有更多時間 處理虛假信息。這絕非易事，未來幾年的元宇宙增長也不會呈現線性趨勢。但它作為一個盡管不一定是人類互動 的主導平臺的出現似乎已成定局。因此，認真對待元空間是媒體行業的生存問題。4億 51%每月有4億獨立的活躍用戶訪問元宇宙平臺（截止到2022年中期）。整個元宇宙虛擬世界市場中，超過一半（51%）的活躍用戶年齡未超過13歲以上（由Metaversed咨詢公司提供的統計數據，2022年3月）。5萬萬億美元美元 元宇宙的潛在經濟價值=到2030年達到

51、5萬億美元（根據麥肯錫的數據，2022 年 10 月）19 專家見解 元宇宙將如何元宇宙將如何徹底改底改變媒體媒體 作者：作者：馬克克 馮 里吉里吉門納姆（姆（Mark Van Rijmenam）博士，又稱）博士，又稱“數字演說家”，是一位戰略未來學家、主題演講者和作家（五本著作）。他的最新著作未來愿景（Future Visions）是由人工智能在短短一周內完成寫作、編輯和設計的。元宇宙似乎是元宇宙似乎是馬克克扎克伯格（扎克伯格（Mark Zuckerberg）的一個）的一個過于昂于昂貴的的業余余項目，但它將在未來幾年重新定目，但它將在未來幾年重新定義我我們所知的所知的媒體?；ッ襟w?；ヂ摼W（或

52、網（或沉沉浸式互浸式互聯網）的下一次迭代，將網）的下一次迭代，將顯著改著改變媒體行媒體行業，即提供了全新機會，即提供了全新機會，創造獨特的造獨特的沉沉浸式體浸式體驗，創造收入，并改造收入，并改變媒體的媒體的傳播和消播和消費方式。方式。元宇宙是物理世界和數字世界的融合，即數字世界與物理元宇宙是物理世界和數字世界的融合，即數字世界與物理世界無世界無縫銜接。接。雖然然認為元宇宙等同于元宇宙等同于Web3、虛、虛擬現實（VR）或游）或游戲是一個是一個神神話，但它可以是上述所有內容。，但它可以是上述所有內容。當元宇宙到來當元宇宙到來時，在未來，在未來 5-7年內，年內，訪問互互聯網的最重要網的最重要設備

53、將從將從筆筆記本本電腦、平、平板板電腦或智能手機或智能手機轉移到移到VR和和AR頭盔。事。事實上，在未上，在未來來十年，十年，許多智能手機制造商將停止多智能手機制造商將停止 生生產智能手機，因智能手機，因為時尚的尚的AR眼眼鏡將提供比智能手機更好將提供比智能手機更好的互的互聯網網訪問體體驗。這種范式范式轉換將將徹底改底改變媒體消媒體消費，要，要求媒體公司立即采取行求媒體公司立即采取行動，為明天做好準明天做好準備。元宇宙將使媒體公司能元宇宙將使媒體公司能夠創造獨特和造獨特和沉沉浸式的體浸式的體驗，如如AR音音樂會和會和戲劇表演，表演，這些體些體驗 以一以一種種前所未有的方式將物理世界和數字世界相

54、融合。前所未有的方式將物理世界和數字世界相融合。進入入元宇宙的最令人元宇宙的最令人興奮品牌之一是品牌之一是華特特迪士尼，它在迪士尼，它在2021年年12月申月申請了一了一項“虛虛擬世界模世界模擬器器”的的專利。利。這項技技術將使用將使用戶能能夠 體體驗高度高度沉沉浸的、個性化的浸的、個性化的3D虛虛擬體體驗，而不需要，而不需要AR觀看看設備。華特特迪士尼迪士尼還在在Disney+上上發布了其第一部布了其第一部AR短片，展短片，展示了示了AR對講故事的人的潛力，故事的人的潛力，因因為這種體體驗確實進入了人入了人們的客的客廳。更重要的是，元宇宙將更重要的是，元宇宙將開啟開啟巨大的新收入機會。非虛巨

55、大的新收入機會。非虛擬代代幣（NFTs）允）允許藝術家和媒體公司出售數字家和媒體公司出售數字資產，并以新，并以新穎的方式與他的方式與他們的粉的粉絲直接互直接互動，推，推動忠忠誠度和收入，而度和收入，而沉沉浸式廣告將浸式廣告將為廣告商提供與廣告商提供與觀眾或或讀者互者互動的獨特方式。的獨特方式。想象一下，在想象一下，在電視節目中的增目中的增強現實體體驗，將，將節目目帶入入客客廳，并允并允許用用戶直接從直接從該體體驗中中購買廣告商提供（作廣告商提供（作為NFT出售）出售）的增的增強資產。如果。如果運運作得當，作得當，這種沉浸式體浸式體驗無疑會引起無疑會引起轟動。元宇宙將使數以百萬元宇宙將使數以百萬

56、計的此的此類獨特體獨特體驗成成為可能，任何人可能，任何人現在都可以成在都可以成為媒體媒體創造者，并接觸到數以百萬造者，并接觸到數以百萬計的受的受眾眾。特。特別是隨著生成式人工智能和合成媒體的是隨著生成式人工智能和合成媒體的發展，展，創意人意人員在幾在幾周甚至幾天內周甚至幾天內創建獨特的媒體內容建獨特的媒體內容變得越來越容易，得越來越容易，而無需媒體制作目前所需的大量而無需媒體制作目前所需的大量預算。第一部使用合成媒體算。第一部使用合成媒體制作的人工智能制作的人工智能電影影鹽已已經成成為事事實。而而這是在是在ChatGPT和和2022年底上市的所有其他生成性人工智年底上市的所有其他生成性人工智能

57、工具的炒作之前能工具的炒作之前創作的。作的。當然，隨著生成性人工智能和合成媒體當然，隨著生成性人工智能和合成媒體進入游入游戲，元宇，元宇宙將引宙將引發倫理理問題。深度。深度偽造技造技術的迅速崛起威的迅速崛起威脅著個著個人、企人、企業、社會和民主的福祉，甚至可能使本已、社會和民主的福祉，甚至可能使本已減減弱的弱的 對媒體的信任度不斷下降。因此，媒體公司媒體的信任度不斷下降。因此，媒體公司應該實施正施正確確的的措施，以避免被吸入深度措施，以避免被吸入深度偽造技造技術的兔子洞，或者隨著人的兔子洞，或者隨著人們在自己的虛在自己的虛擬世界中花世界中花費更多的更多的時間而而導致致兩極兩極分化的加分化的加劇

58、。無無論我我們喜喜歡與否，元宇宙都是互與否，元宇宙都是互聯網的未來，網的未來，因此，任何不想被因此，任何不想被甩甩在后面的媒體公司今天都在后面的媒體公司今天都應該探索探索這種新的模式。從小新的模式。從小處著手，著手，進行探行探討，這樣您就會明白，當元就會明白，當元宇宙最宇宙最終到來到來時，該如何在如何在這個數字世界里個數字世界里運運作。作。20 6.對“大減員”宣戰 新冠疫情之后，媒體行新冠疫情之后，媒體行業和世界上其他行和世界上其他行業一一樣，正在，正在經歷許多人所描述的多人所描述的“大大減減員”，以及在留住以及在留住員工方面工方面創紀錄的的掙扎感。然而，新扎感。然而，新聞機機構構在留住、提

59、高技能和激勵在留住、提高技能和激勵記者方面所面者方面所面臨的的許多挑多挑戰在新冠疫情之前就已存在。在培在新冠疫情之前就已存在。在培訓員工和工和為媒體媒體領域配域配備處理大量信息（和虛假信息）理大量信息（和虛假信息）流流動的工具方面的投的工具方面的投資，對于建立有于建立有彈性的性的組織來來說比以往任何比以往任何時候都更加重要。候都更加重要。顛覆性的智能覆性的智能技技術可以可以發揮作用，使作用，使記者重新者重新專注于其角色的注于其角色的核心原核心原則和有益要素。和有益要素。由新冠疫情引起的全球混亂和悲哀，隨之而來的是一系列的社會余震。咨詢公司麥肯錫去年將其中一項描述為“大減員”，指的是許多行業自愿

60、辭職的員工人數創下歷史新高。悲傷、失落和倦怠是為抗擊新冠疫情而連續封鎖期間的共同經歷，這并不是新聞報道。這段經歷鼓勵 許多人重新考慮他們在職業生活中的重要性，這也不是什么新聞。媒體行業，像其他許多行業一樣，正在經歷一個拐點，因為它涉及到我們在新冠疫情后重新塑造的生活。一方面，一代記者和媒體高管要求更好地平衡工作與生活，而另一方面，而 另一方面，受眾要求更多的實時、準確的新聞。新聞機構在留住、提高技能和激勵優秀員工方面所面臨的許多挑戰在新冠疫情爆發之前就已存在，但在新冠疫情之后卻變得更為嚴重。與媒體行業的幾乎所有人交談，他們普遍承認，該行業需要全面調整，以適應 并投資于記者和新聞編輯室現在和未來

61、所需的技能。是時候對“大減員”宣戰了。對許多從事新聞工作的人來說，新聞工作是一種生活方式。民主國家和非民主國家普遍認為 新聞工作對當代社會至關重要。而且，過去很少有一個時期出現更多的突發新聞，更多的不確定性，以及更多報道未被報道的可能性。這些因素相結合，意味著年輕人對新聞工作的熱情，至少在原則上，仍然像以往一樣強烈。但業內人士認為，現實中的角色會迅速熄滅這種激情，導致年輕員工另謀出路，或完全離開這個行業。緊張的經濟環境限制了新聞機構的財政資源。政府資助的廣播公司必須大幅削減其業務，英國廣播公司國際頻道的不斷解體就是這一趨勢的明顯示例。這使得記者的工作更艱難，高管們施加壓力，要求記者在每一篇報道

62、、每一次與消息來源的會面、每一個小時的研究中都要顯示出資金效益。這不是一個優質或深入的新聞報道 21 可以蓬勃發展的環境。它可能導致匆忙的報道、不準確的報道和誘騙點擊的新聞報道，毫無職業滿足感可言。媒體從業者們幾乎普遍呼吁，適當的新聞報道應該獲得充足資金，并提供充足的培訓和發展支持。他們表示：“我們無法擊敗實地報道”。過度依賴社交媒體用戶、謠言或道聽途說是一個危險的做-盡管他們急忙補充說，公民記者和用戶生成的內容在新聞業中絕對有一席之地。顛覆性技術的部署空間很大，讓記者們有更多時間能夠正確地完成他們的工作，并確保該角色令人愉快且專業回報豐厚。人工智能可以實現角色的自動化，從實時抄寫和翻譯采訪內

63、容，到標記虛假信息，以及為一篇文章智能匯編事實背景，以便作者能夠專注于新的內容。新技術也是創造有吸引力的新聞的基礎，可以與消費者的眾多娛樂選擇競爭（正如本白皮書其他章節所探討那樣）。去年11月在阿布扎比舉行的全球媒體大會上，幾位發言者強調，與幾十年前相比，記者們將活躍于更多的平臺上。有些人把它稱為當今新聞事業取得成功所需的首要技能：不僅能夠撰寫優質的報紙文章，或者提供可靠 的廣播報道，而且在Twitter上發布獨家新聞、出現在電視小組中，以及定期參加播客的同時，還能同樣出色地完成這兩項工作。對于培訓學院和大學來說，一個重要教訓是，許多學院和大學已經從根本上調整了他們的課程，以應對席卷整個行業的

64、新形式，尤其是位于欽奈的亞洲新聞學院。聯合國教科文組織最近表態，世界比以往更需要獨立的事實信息。在很大程度上，這意味著嚴格的、資源充足的新聞工作。然而，盡管全球媒體行業不斷發展，但許多從業者認為新聞業本身已經萎縮。一些主要的新聞機構通過尋求同時出現在各個地方，或者率先報道突發事件，使自己分身乏術。一位領先的媒體CEO在全球媒體大會上說，某些媒體機構已經 被“創新左右”，未能確保其核心業務模式的可持續性。22 重新關注新聞業的核心原則可以說是勢在必行。消費者對準確性和可信度仍有相同的基本期望。優質的報道并不意味著最快的報道，敘事的質量應該是任何自尊自重新聞機構的首要條件。這些都是媒體界前線人士

65、屢次發出的呼吁，既是為了行業的生存，也是為了他們自己的職業樂趣和對自己角色的投資。為記者和新聞編輯室配備工具和技能，以處理大量傳入的內容，核實他們的消息來源，事實核查他們的信息，并以多種可訪問的格式發布，這對這個行業是一個巨大的挑戰。但從根本上說，這也是新聞機構如何留住高素質人才，維持員工對行業的投資。投資于提高技能和培訓，以及多樣化進入該行業的途徑，是為了獲得長期收益的短期支出。23 7.倡導靈活的 媒體規則和準則 為媒體提供指媒體提供指導是一是一項具有挑具有挑戰性的任性的任務，它需，它需要一個一致的、要一個一致的、動態的、的、靈靈活的方法。在活的方法。在這方面，方面，社會媒體平臺可能是社會

66、媒體平臺可能是這個行個行業所需要的先所需要的先鋒，然，然而，即使是科技巨而，即使是科技巨頭也在也在為手手頭的任的任務而而掙扎，扎，證明了明了這個個問題的的復復雜性。即使沒良方，也有一性。即使沒良方，也有一些些創新的新的選擇，這些些選擇的的結合可以合可以幫幫助在媒體助在媒體在我在我們社會中的社會中的傳統角色與角色與 確確保所保所傳播的信息準播的信息準確確且無害的需求之且無害的需求之間取得平取得平衡。衡。為媒體行業制定全面的規則和準則通常存在著多種挑戰。沒有適用于所有市場和文化的全球標準，一些媒體正在倡導非常具體的主題，其他媒體對內容沒有完全的編輯控制權，總的來說，并非所有媒體都采取相同的手段，而

67、每天推動新聞的主題和專題的超快速發展使得這一切更趨復雜。那么，社交媒體平臺能否樹立榜樣？歐盟最近推出了數字市場法和數字服務法，規定了社交媒體技術巨頭在“非法內容”方面的增大責任。即使在這些舉措出臺之前，社交媒體上錯誤信息的增多已經促使了對主要數字平臺上內容審核大幅增加的需求。根據Morningconsult的一項調查，80%的受訪者希望看到仇恨言論從這些平臺上移除。為了應對用戶日益增長的挫敗感，Meta承諾在2019年將公 司收入的 5%用于解決這項挑戰，總額約為 37 億美元。這種觀點認為，媒體行業負責制定和執行自己的規則和標準的自我監管可能由于多種原因 而無效。首先，它可能會受到利益沖突的

68、影響。媒體機構可能更注重保護自己的經濟利益，而不是確保其報道的準確性和公正性。第二，自我監管可能不足以解決虛假或誤導性信息的傳播等問題，因為媒體機構可能沒有動力或能力有效地進行事實核查和自我監管。第三，自我監管可能不足以確保弱勢群體的代表權或保護權，例如少數群體或邊緣化社區的代表權或保護權。因此可以推斷，媒體（無論是傳統媒體還是數字媒體）的自我監管可能不足以確保所傳播信息的準確性、公正性和多樣性，也可能無法有效保護公眾免受有害或誤導性內容的影響。然而，公眾對媒體的監督可能同樣易于受到偏見的影響。它可能會逐漸將媒體的重點轉移到對監管機構重要的話題上。此外、公共監管可能難以以公平和透明的方式實施和

69、執行，并可能對媒體的傳統角色構成挑戰。監管機構可能會帶來挑戰和擔憂，必須仔細考慮。在過去的十年中，該對話已被反復使用。24 媒體行業普遍認為，即到目前為止，還沒有可用于確保行業復原力的普遍規則和準則。但一些建議可能會賦予媒體權力，為新聞機構帶來進一步的可信度，同時確保信息流的公平和平衡。這樣的建議之一是 是促進公眾的媒體素養，如本白皮書其他部分所探討的那樣。另一個途徑是就媒體組織資助制定明確的規則和標準。一位學者在全球媒體大會上指出，英國廣播公司收入模式的透明度在很大程度上 保證了其可信度。這種方法不僅有可能擴展到私營媒體組織，而且還有可能以公開聲明的形式擴展到媒體專業人員和關鍵輿論人物個人。

70、對于行業和監管機構來說，關鍵的下一步是在 言論自由和對可靠信息的需求之間的平衡達成共識在傳統 和數字媒體中都是如此。為了說明這一點，一位媒體專家指出，在新聞辯論中代表雙方的做法已經過時。他們以氣候變化為例。在這場對話中，否認氣候的人不再是辯論的合法部分，但限制他們對故事的貢獻會被惡意指責為審查制度。這是一個自我監管更有潛力的領域，例如通過道德準則。如果就這一關鍵問題達成共識，便可推出一些框架，使媒體組織有能力保護言論自由，保持信息流通，同時也確保所傳播的信息準確且具有代表性，最重要的是，不會對社會造成危害。一個明顯的額外步驟是利用技術來跟上當今媒體格局日益復雜的步伐。25 80%根據Morni

71、ngconsult的一項調查，80%的受訪者希望看到社交媒體移除仇恨言論。3.7億美元美元 賓夕法尼亞大學沃頓商學院表示，2019年，Meta承諾將公司收入的5%（即約37億美元），分配 用于改善監管。6%的全球收入的全球收入 數字服務法使歐盟能夠對Facebook、谷歌和推特等平臺進行罰款，最高可達其全球收入的6%。本文件的其他章節闡述了這些先進工具的潛在好處，但重要的是也要理解需要一套全面的規則來指導它們的使用。一個相關見解是將聯合國等機構認可的一些標準做法轉化為具有約束力和非自由裁量的建議。聯合國教科文組織提供的寶貴建議未被實施，因為它們并非強制性。為使任何技術或監管舉措獲得動力，由上而

72、下需要團結-這可以通過與媒體行業 以及公眾的協商加以實現這些選擇可以幫助平衡媒體在我們社會中的傳統作用與確保所傳播的信息準確且對社會無害的需要。一個明智的媒體發展方向有助創造一個公平、多樣化和可信賴的媒體環境，并滿足社會所有成員的需求。26 專家見解 以人以人為本的新本的新聞的公正的公正方法方法 作者：作者：Suha Mohamed是Aapti研究所的高級經理，該研究所是一個全球性的公共研究機構，專注于技術和社會之間的交叉問題。我們社會中日益嚴重的兩極分化正在改變我們相互聯系、傾聽和學習的方式。由于媒體格局已經充滿了信任赤字，情況進一步復雜化。在這個時代，媒體作為民主的第四個支柱也面臨著挑戰-

73、我們期望它能代表不同的觀點，提高透明度，并作為加強問責制的途徑。雖然社交媒體平臺為多種觀點的分享提供了一個去中心化舞臺，但現實情況是，大多數內容都是根據根深蒂固的權力結構放大的，讓小的內容創作者/用戶受到不透明的算法的擺布。媒體領域也因數字化而迅速轉變。在大量信息的壓迫下，個人和社區的發言空間有限，而且往往沒有足夠的能力或工具來擺脫精心構建的回聲泡沫。虛假信息、錯誤信息和出于政治目的的敘事借用，只是在為媒體定義一個更公正的未來時必須解決的幾個危害。我們有機會研究如何解決這些差異，并探索更積極的方法，從根本上消除虛假信息。這就要求我們更深入地思考如何建立一個系統，讓社區的聲音得到放大，并通過更有

74、影響力的媒體形式重建信任。該解決方案的一個方面是共同建立生態系統，使人們能夠安全地獲得負責任地收集和管理的數據，這可以作為基于證據的新聞、事實核查 和調查性報道的基礎。這也將需要 重新認識數據，將其視為一種關系性的公共產品-一個社區可以貢獻、管理和利用數據來重新獲得對其敘述的權力。通過集體的努力塑造可信的數據生態系統，在有組織犯罪和腐敗報告項目（OCCRP）的工作和巴拿馬文件的發布中已經顯示出巨大的成功。在另一個示例中，像Tattle的“WhatsApp存檔器”這樣的組織已經提出了符合道德的方法，從封閉的信息應用中匯集或刮取信息，以支持 致力于解決錯誤信息的研究人員和公民社會組織。與數據的收集

75、和管理有關，確保新聞以人為本，需要探索自下而上的報告方法、創新和對促成這項工作的中介機構或管理人的支持。在這個領域出現的示例包括101Reporters，它建立了一個平臺，鼓勵并使當地的基層記者為國際媒體機構/出版物的網絡做出貢獻并與之聯系。為了響應為我們的數字社區塑造更多樣化的多媒體內容的呼吁，視頻志愿者正在為印度農村地區的公民進行能力建設，使其成為社區生產者并成為非政府組織媒體單位的一部分。這種模式代表了一種因地制宜敘事的方法，并展示了公民新聞如何能夠轉化為一種更可持續和有意義的做法。像這樣的倡議是為了最大限度地參與數據收集、豐富（通過將故事建立在生活現實和經驗的基礎上）和傳播的過程在敘事

76、構建練習中應優先考慮公民參與這些階段。無論是直接還是通過最后一公里的中介機構，我們必須繼續確定社區如何能夠被賦予權力，成為他們自己的數據和敘述的管理者-這是一個強有力的方法，必須成為向公正、有行動力和有代表性的未來媒體轉變的一部分。27 8.本地人做本地 新聞的案例 長期以來，西方媒體機期以來，西方媒體機構構在在 全球新全球新聞界界擁有不成比例的影有不成比例的影響響力。由當地人力。由當地人進行的本地行的本地報道可以道可以為與他與他們的的環境有境有關關的事件、的事件、問題和故事提供更好的和故事提供更好的視角，角，并有助于促并有助于促進居民的居民的歸屬感和屬感和聯系。地方新系。地方新聞在在追究地方

77、官追究地方官員和和組織的的責任方面也任方面也發揮了了關關鍵作作用，用，為社區成社區成員提供了一個表提供了一個表達達他他們的的關關切和切和意意見的平臺。的平臺。這促促進了透明度和可信度，并在了透明度和可信度，并在新新聞機機構構中嵌入了中嵌入了長期的期的復復原力。原力?！澳戏绞澜纭睂嶋H上高度多樣化，各個地區的文化、觀點和經驗不盡相同，它在世界人口中的比例快速增長。長期以來，“北方世界”的媒體（往往是西方媒體）一直在國際上 報道了南方世界的新聞，近年來人們對這種情況的可持續性提出了質疑。多年來，多樣性一直是媒體行業的一個挑戰。當一個社區團體沒有代表時，他們的故事也將消失。西方媒體有時會對來自南方世界

78、的新聞持有偏見，強化了陳規定型觀念，歪曲了這些地區的復雜性和多樣性。一些國家因某些故事成為塑造全球對其看法的決定性因素而受到影響。一個典型的示例是西方媒體對中東地區重大事件的 報道方式。從2022年世界杯到COP28，默認立場是悲觀主義，而不是積極尋求平衡-更不用說積極因素。就阿聯酋而言，西方媒體幾乎沒有報道該國面對氣候變化而出臺的大膽和雄心勃勃的政策，而是選擇僅僅關注于其石油和天然氣的歷史，進而在COP28開始前整整一年就對其提出了歪曲觀點。統計數據通常顯示，南方世界的公民比北方世界的公民更擔心錯誤信息。路透社研究所2021年的數字新聞報告顯示，74%的非洲人（相比于54%的歐洲人）對錯誤信

79、息和虛假信息表示關切。全球不平等現象在媒體內部發揮作用并得到鞏固，例如，當外國新聞報道優先于當地記者的真實報道時。在報道沖突或戰區的情況下，這歷來是由于西方護照提供了不成比例的保護?！皯卸鑸蟮馈背３１辉试S泛濫成災。如今，記者不一定會去到事發現場，而是求助于從不太可靠的第三方收集的二手信息。盡管如此，這種用戶生成的內容-如果可以核實的話-可以成為為全球受眾收集當地情報和報道故事的絕佳方式，而無需“空降”缺乏必要背景的記者。媒體機構可以更好地利用已經存在于西方的散居社區，作為北方世界和南方世界之間的橋梁。作為自己所在地區的專家，他們可以提供寶貴的見解、觀點和聯系，幫助媒體機構更好地理解和報道全球各

80、地的新聞。通過與散居社區的公民和記者接觸，并將他們的聲音和觀點納入報道，媒體機構最終可以對更廣泛的世界提供更細致和準確的看法。最終，這可以挑戰定型觀念和偏見。幾十年來，世界各地的媒體機構都將BBC視為可效仿的終極新聞模式。在持續發展、培訓和提高技能方面，BBC學院同樣 被看作是一個值得效仿的模式。然而，BBC的報道也顯示出類似的傾向，即訴諸偏見，并傳達一種根植于刻板印象的世界觀。在英國，僅有5%的記者是有色人種，這并非偶然。一些學者甚至認為，目前的新聞業狀況是被迫進行殖民主義和后殖民主義國家建設的結果。創客經濟為南方世界的記者揭開了許多機會，讓他們的聲音能夠超越國界，并反擊對世界事件的歪曲觀點

81、。近年來，一些平臺為記者推出了建立產品的項目，這些產品可以在培養全球新聞社區的同時 實現貨幣化。谷歌新聞計劃（GNI）就是這樣的示例，它為使用YouTube的獨立記者提供了高達5萬美元的資助。幾乎一半的GNI贈款接受者都來自北美和歐洲以外的地區。這些項目使媒體行業能夠培養出一個多樣化、創新和包容的記者群體，無論是從國際新聞臺還是地方新聞編輯室。如果南方世界的記者力爭為其平臺增加更多的全球受眾而青睞于這樣的計劃，那么除西方和中國之外更廣泛地使用新技術也將有助于新聞編輯室的信息來源采購、組織和故事傳播。路透社2020年年度報告強調了對具備能力納入機器學習和自動化的新聞機構與那些資源有限的機構之間的

82、差距表示關切。為南方世界媒體行業未來領導人的教育提供更多資金，并進行能力建設，可以為這個行業提供一條前進的道路，因為其未來將取決于其使聲音多樣化和重新平衡歷史不平等的能力。2021年數字新聞報告顯示，74%的人對非洲的錯誤信息和虛假信息感到擔憂，而只有54%的歐洲人感到憂慮。28 鳴謝 阿聯酋新聞社感謝亨利杰克遜協會在制定和出版本白皮書方面提供的支持。我們特別感謝在2022年11月首屆全球媒體大會上主持辯論、討論、研討會和小組討論的許多專家貢獻者。他們深刻的觀點對本白皮書至關重要，并將他們置于塑造媒體行業未來的最前沿。如果您想進一步了解本白皮書中討論的任何觀點、問題或建議，我們很樂意為您提供相

83、關資料。wam.ae wamnews_eng wamnewsen wamnewsen 29 1White Paper Building resilient media organisations in the age of disinformationMarch 20232ContentsExecutive Summary31.On reforming legacy media sustainably4Expert Insight:Accelerating high-value journalism through AI62.The evolving balance between enter

84、tainment,profitability,and information73.Tackling public media illiteracy in the age of disinformation 10Expert Insight:The beginning of endless content134.Gen Z(dis)loyalty:An opportunity to re-imagine media coverage and reporting145.Into the metaverse:A revolution for the media industry?16Expert I

85、nsight:How the metaverse will revolutionise media196.Taking the fight to the Great Attrition207.Advocating for smart media regulation23Expert Insight:A just approach to people-centric news268.The case for local news by local people27Acknowledgements29Copyright 2023 Emirates News Agency.All rights re

86、served.Photography Credit:Capital Events part of ADNEC GroupExecutive SummaryOver three days in November 2022,nearly 14,000 media professionals,experts,specialists,and visitors came together at the inaugural Global Media Congress in Abu Dhabi,hosted by the Emirates News Agency(WAM)and ADNEC Group.Wi

87、th 193 media brands involved and more than 140 different countries represented,it was a rare and truly global gathering of the media industry.Across dozens of panel events,keynote speeches,interactive workshops,future labs,and debates,participants discussed how they can work together to shape the fu

88、ture of the media industry.A number of key themes emerged,not least the rise of artificial intelligence,the impact of disruptive new technologies,the demands of Gen Z consumers,and the role of the burgeoning metaverse.These are analysed at various points in this White Paper.But what this Paper reall

89、y seeks to tackle are two topics that continually concern media professionals,whether they have been in the industry for three years or fifty-three years.The first is internal,and concerns the sustainability of the very organisations they are part of.The media industry has transformed radically in r

90、ecent decades,and audience expectations are altering even faster.How can legacy organisations and the traditional behemoths of the industry adapt and survive?What does a successful news company look like in the 21st century,and what are the vectors of its long-term resilience?The second is external,

91、and concerns what is fast becoming one of the defining trends of our era:mis-and dis-information(the difference between the two coming down to intent).Both have of course been around since time immemorial in various guises.But the amplification,and in many cases weaponisation,of false information th

92、rough real-time online communication channels has changed the game,leaving the media industry playing catch-up.How can news organisations upskill their teams and deploy new technologies to fight against this fast-moving threat?Could the decline in trust in news media evident almost globally prove fa

93、tal to the industry?This White Paper presents eight different perspectives on these fundamental questions around news organisations resilience in the age of disinformation.These perspectives are based on the anonymised contributions and insights of dozens of participants at last years Global Media C

94、ongress.Many of these individuals who include newsroom editors,veteran correspondents,CEOs of global news organisations,academics specialising in the field of news media,futurists,and many more have been generous enough to expand on their verbal contributions through written submissions.Four of thes

95、e expert insights are published with the authors permission in full in this White Paper.I hope that you enjoy reading this White Paper,and that it proves to be a stimulating basis for continuing the discussion on how we can come together to shape the future of the media industry.I furthermore hope t

96、o welcome you this November to the next edition of the Global Media Congress in Abu Dhabi.February 2023 His Excellency Mohammed Jalal Al Rayssi Director-General of the Emirates News Agency(WAM)34On Reforming Legacy Media SustainablyLegacy media organisations face significant challenges from the rise

97、 of online-only media,competition from social media platforms,mis-and dis-information,and a disconnected audience.Sustainable reform,according to global media experts,requires increased investment in digital offers,developing unique content,and adopting a creative approach to analysis and reporting.

98、A key insight stressed by media executives is the importance of not getting carried away with innovation,but keeping focused on the quality of content and the organisations long-term objectives.1.Many of todays leading media organisations were established and thriving before the advent of the digita

99、l age.For decades these organisations dominated the media landscape,benefitting from monopolistic positions and public funding.Over the years,outlets such as the BBC,CNN,and Le Monde became household names and points of reference for reliable and credible information.However,in todays global media i

100、ndustry,their position of authority is under threat.One of the biggest and most obvious challenges facing these legacy media organisations is the rise of digital or online-only media.With the proliferation of the Internet and the widespread adoption of smartphones,more and more people are finding an

101、d consuming their news online.Social media has become in many geographies the main source of news.According to the Thomson Reuters Institute 2022 Digital News Report,75%of the global population now regularly seek their news from social media networks such as Twitter,YouTube,and Meta(owners of Facebo

102、ok,Instagram,and WhatsApp).These social platforms are often more agile,turbocharged by the extensive data collected from their users,and able to quickly adapt to changes in the market.They constantly offer new and innovative ways for people to consume media and to tell their own stories too.Some leg

103、acy media organisations have struggled to keep up and adapt to the changing landscape.What this all points to is an existential need for reform,a theme which recurred across the debates and conversations at the inaugural Global Media Congress in Abu Dhabi in November 2022.As pointed out by leading e

104、xperts at the forum,it is a real challenge to turn around unwieldy global organisations.However,there are many ways to reform from within and become more innovative,while at the same time maintaining an embedded culture and strengths.One way forward,successfully adopted by most legacy brands,is to i

105、nvest in the digital sphere and develop a strong online presence.That said,simply being present online or on social media is not enough.These organisations must also prioritise the creation of digital-first content,optimised for these platforms.This can include short-form videos,podcasts,and human-i

106、nterest stories.Sustainable reform for legacy news organisations also depends on increased engagement with the communities they serve,listening and responding to their concerns and needs.This may be obvious for a local newspaper,but it is just as relevant for an international broadsheet.Community en

107、gagement involves a range of efforts,including managing relations with readers on social media and hiring local correspondents.On the point of digital community management,this is increasingly understood as the best avenue for gathering real-time feedback from readers.By triangulating this feedback

108、with other data,news organisations can tease out lessons and strengthen the appeal of their offer.This is where data analysis has increasingly become an indispensable skillset within news organisations.Other media executives however stress the importance of not“getting carried away with innovation”,

109、but rather focusing first and foremost on the quality of the content.It is a delicate but perhaps crucial compromise to reach a wider audience and better engage with young consumers,while at the same time not undermining integrity or identity by obsessively chasing clicks and likes.In an example cit

110、ed at the Global Media Congress,certain outlets live reporting on the fall of Kabul in 2021 was markedly more successful than others.One news organisation 5was able to secure a Q&A for its online followers with representatives of the Taliban,with real-time content moderation and verification.Here we

111、 see that,with the right tools and approach,media organisations can convert the dual challenges of speed and access from a risk to an opportunity.Investing in local or investigative reporting is expensive,but representatives across the media industry remain convinced it is a cornerstone of ensuring

112、news organisations future resilience.Anything less risks a gradual reduction in journalistic standards,and the dissemination of news devoid of proper local context.A salient example concerns the 2022 wildfires in the United States.Local news organisations found themselves playing not just a critical

113、 reporting role,but a public interest role by advising on best practice behaviour during the crisis.This role could only be performed to the degree that it was by reporters with proper local knowledge.Another case for the sustainable reform of legacy news organisations put forward by practitioners i

114、s,perhaps counterintuitively,sticking to what they know best:the fundamentals of journalism.Yes,the business model of a news organisation must remain sustainable.Like any other enterprise,they have to respond to changes in the market and to new opportunities.This may involve implementing agile worki

115、ng practices,fostering a culture of innovation,and cutting down on so-called vanity costs(e.g.an office in a prime location).It can also mean diversification of revenue streams beyond traditional advertising and subscriptions,such as finding new sponsors or partners,selling merchandise,or offering p

116、aid services such as consulting.But innovation should not take place for the sake of innovation.In summary,many media practitioners believe that plans for reforming media organisations can be overcomplicated,when the actual priority is simple:building a structure that makes your business model susta

117、inable and providing the rigorous facts and analysis that the general public demand.By keeping this in mind,legacy news organisations can become more sustainable and better positioned to thrive in the digital or disinformation age,irrespective of size,resources,or location.An IPSOS study of 27 count

118、ries found that over a five-year period from 2014-2019,public trust in newspapers and magazines dropped by an average of 16%.The study also found that interest in news has fallen sharply across markets,from 63%in 2017 to 51%in 2022.According to IPSOS,the proportion of news consumers who say they avo

119、id news often or sometimes has increased sharply across most countries.This type of selective avoidance has doubled in Brazil(54%)and the UK(46%)over the last five years,with many respondents saying news has a negative effect on their mood.6Expert Insight Accelerating high-value journalism through A

120、IThe crisis of economic sustainability in the media sector is well documented,with organisations and journalists facing mass layoffs,closures,salary cuts,and furloughs.Media leaders must consider how the application of new digital capacity generates opportunities for increased efficiency reducing co

121、sts,while creating new value by centering human work.Three trends emerging in the use of AI present notable promise:With AI,media outlets can repurpose journalistic investigations to build content designed for segmented audiencesAI empowers reporters to produce dynamic and responsive content based o

122、n the interests of the target population.While the reporter continues to drive the investigative process and craft a compelling narrative,generative algorithms can help repurpose those narratives to reach a broader audience.Using the same core reporting,AI can help a reporter synthesize new prose to

123、 transform one body of reporting into breaking news articles,long-form reports for respected journals,and short-form,accessible content on social media platforms.AI paves the path for new forms of data-driven journalism and ground-breaking stories The capacity of data analytics and predictive modell

124、ing built on top of immense datasets equips reporters to tell stories previously left untold.They can harness AI technologies to reveal surprising patterns,uncover mass-scale injustices,make credible predictions,and Authors:Vilas Dhar is the President of the Patrick J.McGovern Foundation,a 21st cent

125、ury philanthropy committed to bridging the frontiers of artificial intelligence,data science,and social impact.Yolanda Botti-Lodovico is the Policy and Advocacy Lead of the Patrick J.McGovern Foundation.help influence future policy.From revealing racial biases in eviction patterns,to uncovering huma

126、n rights abuses by major corporations,the combination of big data and AI enables an investigative capacity that supplements and accelerates public interest storytelling.AI can automate low-intervention tasks,cutting costs while freeing up time and resources for high-value journalismCreation of media

127、 content aggregates different tasks,ranging from low-skill,tedious labour to empathy-driven,critical thinking and creative development generally referred to as uniquely human work.AI has the potential to become an augmentation device for reporters.By automating lower-intervention or time-consuming t

128、asks,reporters can redirect their time,resources,and attention to not just the facts and figures,but the human connections and stories behind them.The ongoing digital transformation of the media industry is often viewed as a threat to traditional media institutions.As journalists look ahead,innovati

129、on and widespread adoption of digital tools are necessary to sustain the capacity for fact-based reporting that serves the public.By applying these three AI-driven interventions at scale,a newly agile,cost-efficient,and high-value organisational model is well within reach.Developing a pathway to bot

130、h leverage and work alongside the AI of today will provide a compass for the AI-driven journalism of tomorrow.7The evolving balance between entertainment,profitability,and informationMedia organisations are pulled between the necessity to please their investors on the one hand,and audiences on the o

131、ther.It is important for media organisations to not only provide engaging and entertaining content,but to find ways to monetise that content and generate revenue all while providing accurate and reliable information to their consumers.This can be a difficult balance to strike,and different media org

132、anisations approach it in different ways.Some prioritise entertainment and profitability,while others focus more on providing information and news.2.The balance between entertainment,profitability,and information for media organisations is constantly evolving as technology and consumer preferences c

133、hange.In recent years,there has been a significant increase in the demand for infotainment,resulting in a shift towards more audience-focused and engaging formats.At the same time,there is a growing demand for high-quality,accurate,and reliable information,particularly during conflicts,in the wake o

134、f mass events such as the COVID-19 pandemic,and the rise of disinformation.Media organisations must navigate this complex landscape to ensure that they meet the demands of their audience,while also generating profits for their shareholders.The elephant in the room is the reliance of most media organ

135、isations on investors to continue operating,particularly as public broadcasters worldwide face deeper cuts to their funding.Investors prefer to focus on the metrics:the number of readers and viewers,the number of clicks,or the time spent on websites,which in turn determine their profit.This has push

136、ed the media sector towards entertainment-style journalism,theoretically in the pursuit of larger audiences.Journalists increasingly comment on demands to make headlines or ledes as controversial as possible,especially as their managers have precise access to data on who reads or views their employe

137、es work.New technologies have equipped the media with the ability to report quasi-instantaneously on what is happening around the world.There is a real pressure for media organisations to have a voice everywhere,including Instagram,Twitter,TikTok,and YouTube,besides TV,radio,or the written press.Thi

138、s has some downsides as journalists are now urged to get the story out,whatever the form and however verified(or not)the information is.Twitter saw dozens of journalists around the world desperate to report on Her Majesty Queen Elizabeth IIs passing last year as breaking news before it was formally

139、announced to the wider public.Media organisations need to build a structure that makes their business model sustainable,and that means balancing their interests with those of their main investors and the expectations of advertisers.The emergence of new technologies has also changed the type of media

140、 that is requested by audiences.If lengthy pieces and documentaries were once praised for the level of detail and insight they could provide,nowadays short and sensational videos on TikTok or Instagram appear to be the most popular format.This trend has moved the emphasis away from the content and d

141、rawn the spotlight back onto the ability to tell a story in a compelling way often a synonym for the 8shortest way possible.As much as there are challenges in this evolving balance between entertainment,profitability,and information,there are also opportunities.Industry leaders have seen a clear shi

142、ft in how their audiences want to engage in the stories,going from mere spectator to active participant in the content.As a result,media organisations are increasingly turning to formats that allow for greater audience participation and engagement.This can include interactive content think live voti

143、ng and polls,user-generated content,and participatory journalism where audiences contribute their own stories,opinions,and perspectives.The rise of user-generated content and social media has given individuals the ability to directly create and interpret events.This has led to a more democratised me

144、dia landscape where individuals have greater control and agency over the content they consume and create.At the same time,it begs a broader question around the distinction between news and opinion.Media organisations need to be cautious about what can be qualified as news and what constitutes opinio

145、n.Gen Z in particular has proven highly receptive to opinion-based journalism and often seeks out news from media outlets that reflect their own views on the world.This poses significant issues for overall media literacy and how to engage with someone who does not share their opinions.“Social media

146、is a place for opinions;media for objective reporting”,said one leading practitioner at the Global Media Congress.Yet this line is increasingly blurred.Some media companies have opted for a subscription model for their content and services,meaning that users must pay a fee to access certain content

147、and features.Example cases include the famous Financial Times,Buzzfeed,or Frances BrutX which offers paid-for long-form videos alongside its free snappy videos on social media.This model enables media organisations to generate revenue from their content and services,while also providing users with a

148、 more tailored experience.Subscribers to the platform have access to exclusive content,as well as personalised recommendations and alerts based on their interests and preferences.This,however,isnt necessarily aligned with better news and does not remove the weight of commercial pressures.While the s

149、ubscription model works well for the Financial Times,Brut.have shifted course again to a“freemium”model.The rationale behind“freemium”is that content can be accessed on a single platform for free in a limited way,then users can pay for a subscription to access content in full.Brut.thinks it has now

150、found the perfect formula,but this case shows us the complexity of finding a balance between entertainment,profitability,and information.9Does all of this mean the media would be better off as a public asset?Publicly funded media can arguably provide unbiased and independent reporting,access to qual

151、ity journalism,and greater understanding or empathy among different communities.However,there are also potential challenges and drawbacks,including concerns about objectivity.Media industry practitioners are concerned about polarisation of the media.Many of them recommend that newspapers do not endo

152、rse one political candidate over another.One expert from Europe highlighted that for news outlets to receive money from a political party might pose credibility issues,as well as put their objectivity in question.Ultimately,the success of media organisations in this evolving landscape will depend on

153、 their ability to strike a balance between entertainment,profitability,and information,and adapt to changing consumer preferences and market conditions.Gen Z typically have an attention span of just 8 seconds;a few seconds shorter than millennials,who come in at approximately 12 seconds.8 seconds-3-

154、5 screens-Covid 19-TikTok-On average,millennials bounce between 3 screens at a time while Gen Z tends to juggle 5 screens at onceDue to COVID-19,73%of users reported spending more time on their smartphones,with the biggest increases occurring among Gen Z and millennials.TikTok experienced a signific

155、ant surge in users during the COVID-19 pandemic.During March 2020,the platform added over 12 million users,and the average user time went up 48%.GENERATION ZSources:Forbes,2017;Statista 202210Tackling public media illiteracy in the age of disinformation In what is widely being described as the age o

156、f disinformation,individuals and media organisations face unprecedented challenges in navigating a polluted information environment.Interaction with false information has become an inevitable part of daily life.Traces of its harmful effects on international security and human health are already visi

157、ble.If the COVID-19 pandemic is any indication of how fast societies can become polarised through inaccurate information,it also serves as a sign of the importance of media literacy in the public space.3.Disinformation can be traced back to the invention of the printing press,and indeed to the dawn

158、of recorded history,though historical uses tended to be for a specific purpose.Today,as the cost of production has significantly decreased and the use of social media has drastically increased,the rise of misinformation and the spread of disinformation have never been so overwhelming.For clarity,the

159、 distinction between the two concerns intent,with misinformation classed as the spread of misleading,false,or out-of-context content without the intent to deceive.The toxicity introduced as a result of both trends has generated damaging effects on the media industry,arguably threatening its survival

160、 in the long run.In such a polluted information environment,journalists are increasingly maligned as disruptors rather than gatekeepers of the truth,with a long-term impact on public trust.It is perhaps no surprise that violence against journalists is growing exponentially,with more reporters being

161、killed outside war zones today than at any other time in history.Attacks from world leaders targeting the media as the enemy and attempts to discredit journalists are evidence that the prevalence of disinformation suits the political agenda of many governments across the Global North and the Global

162、South.Left to its own devices,Web 3.0 could make it even harder to identify,monitor and track the extent and circulation of misinformation and fake news.Recent developments within the media industry such as the introduction of a Digital Services Act in the EU,the review of the Online Safety Bill in

163、the UK,or even the acquisition of Twitter by Elon Musk speak to these growing concerns around public trust.Those at the heart of the media industry speak of a need to shift the public mindset.The question of how the general public understands objective journalism has never been more salient.This can

164、not happen,however,without a significant uptick in investment in media literacy,strengthening young generations ability to think critically and assess major information flows.Wide-scale and sustainable media literacy training would help maximise advantages and minimise harm in the new information,di

165、gital,and communication landscapes.It represents an investment in people,11and particularly young peoples psychological,informational,and even physical wellbeing.It enables people to engage with information,content,institutions,and digital technologies responsibly and effectively.For this reason,med

166、ia industry practitioners insist on the long-term benefits of offering media literacy training at schools,universities,and in all professional environments either on a regular or ad hoc basis.Learning the importance of understanding biases,thinking critically,and fact checking from a young age could

167、 transform the way information is used and distributed.Checking the veracity of content before it is shared,particularly with social media platforms such as Twitter loosening their policies related to content moderation,remains an industry-wide challenge.Social media algorithms of course perpetuate

168、the recycling of misinformation.Given that social media is increasingly the preferred method of communication for the younger generations,they must be engaged in order to win the battle over disinformation in the digital space.Governments should work with social media platforms to better self-regula

169、te by generating standards applicable across cultures and languages.Again,this cannot happen without providing media literacy education to politicians and policymakers to help them understand the tenets of digitalisation and how these can inform regulations addressing disinformation.This approach sh

170、ould help overcome any lack of interest in adopting existing recommendations that enhance the capacities of policymakers,educators,and youth organizations in this area.A prime example is the Policy and Strategy Guidelines for media and information literacy developed by the United Nations Educational

171、,Scientific and Cultural Organisation(UNESCO).In the absence of political support for public media 12literacy,media organisations can take matters into their own hands.Big newsrooms can address the issue of disinformation by recruiting experts that offer specialised trainings to journalists.Smaller

172、newsrooms could take advantage of technological advancements such as artificial intelligence(AI),not only to further develop safeguards for citizens in the form of fact checking,but also as a training tool to reach a wider audience.In addition,media practitioners suggest that media organisations com

173、mit to delivering at least 20%of their reporting straight from the ground,accompanied by visual and authentic content.Ultimately,by boosting public media literacy,the interpretation of media data in a transversal manner could yield effective and long-lasting results in the fight against misinformati

174、on and benefit the resilience of the industry.24 countries have taken steps to develop national policy and strategy on media and information literacy.From September to November 2020,57.7%of misinformation captured by Instagram contained content about COVID-19 and 21.2%of misinformation posts contain

175、ed content about vaccinesIn February 2022,between 45 and 55%of news consumers worldwide had witnessed false or misleading reporting on COVID-19,followed by political affairs(34-51%),celebrities(20-48%),climate change(15-32%),and immigration(9-27%).At the beginning of 2021,over 35%of surveyed Generat

176、ion Z and Millennials confessed they would usually ignore COVID-19 information shared by others on social media or messaging platforms that they knew was false.All according to a survey conducted by Statista13Expert Insight The beginning of endless contentImagine a scenario ten years from now in whi

177、ch artificial intelligence has continued to develop as it has over the past few years.A future where it will be difficult to consume content that hasnt somehow been shaped by AI,and up to 99%of the content we consume will be computer-generated.We are seeing a democratisation of AI software with prod

178、ucts like ChatGPT and Midjourney similar to what WordPress accomplished for web page production.As AI technology grows in popularity,efficiency,and capacity,media professionals are starting to consider how these new technologies may affect their industry and how it will shape the role of future medi

179、a and creativity.Generative AI tools can be used to produce stories,images,movies,voices,and immersive 3D content,and the quality continues to improve.This will undoubtedly raise the bar for creative talent and put pressure on some tasks and positions within media companies.The tip of the icebergWe

180、have only seen the tip of the iceberg when it comes to the use of AI and automation in the media industry.No matter how fast or in what direction it develops,we are looking into more user-friendly versions and consumer-orientated products using AI.And its not as far-out as it might sound.We have alr

181、eady seen the first AI covers on magazines like Vogue,Cosmopolitan,and The Economist.AI computer-generated music created by Boomy has reached over 11 million songs,equivalent to almost 11%of the worlds recorded music according to their own numbers.AI tools can help with much more than content creati

182、on.It can help identifying important stories,automate routine tasks,and increase readership through new kinds of audience engagement by creating Author:Sofie Hvitved is a Futurist and Head of Media at the Copenhagen Institute for Futures Studies,where she is currently working on the future of the Me

183、taverse and how it will affect our lives and businesses.more personalised communication.The list goes on.But using AI can also result in negative interactions with audiences,for example creating articles that are unintentionally biased or even spread misinformation.The media market may rapidly be fl

184、ooded with synthetic content and deep fakes that spread fast and are hard to detect.Via automatic translation,it can be multiplied by ten million in every language imaginable,without any human intervention.The worst-case scenario is that the Internet and eventually the metaverses could be flooded wi

185、th content that is not telling the truth.Will the audience be able to tell the difference between that kind of synthetic generated content and journalistic content created by a human editorial?Hype or long term impact?Working as a futurist means dealing with a lot of uncertainties for the long-term

186、perspective.Obviously,the media business must avoid focusing strategy on new emerging technologies and narratives that are based on assumptions and little evidence.However,we should not let the scarcity of data overshadow the fact that the media sector is undergoing massive tectonic shifts with an u

187、rgent need for radical,future-driven innovation.AI is not going to revolutionise the media industry overnight.Regulation will help with that.But it is a wakeup call from the future that can help us understand the future of content creation.And that future is potentially one with endless content crea

188、ted by AI.The media industry has to be ready for that.14Gen Z(dis)loyaltyAn opportunity to re-imagine media coverage and reportingMedia industry practitioners are concerned by traditional media organisations engagement with younger generations.Media consumption habits differ between age groups,with

189、Gen Z primarily interested in visual,short content.There is a desire in the industry to bridge this gap through the use of technology,fresh storytelling methods,and more on-the-ground reporting.Vocally applying the basic principles of journalism integrity,transparency,accountability can also strengt

190、hen credibility among the younger generations.4.As the first generation to be born in the digital age,Gen Z uses social media as its preferred medium to seek out information about local,national,and world news.This generations shift in focus away from mainstream media towards social media speaks to

191、its lack of trust in mainstream media reporting,in particular that of legacy media organisations.In the eyes of Gen Z,traditional news brands do not necessarily reflect the realities of the modern world.There is often scepticism as to the truthfulness and validity of their coverage.At the same time,

192、opinion-based journalism has blurred the lines between opinion and fact,making it harder to get a real understanding of the situation at hand.As a result,alternative websites and methods of reporting which at least appear to address the concerns of younger generations are considered more authentic a

193、nd thus more worthy of their trust.Media and tech professionals are asking if this is the end of traditional media reporting,and by extension of legacy news organisations.Without the support and loyalty of younger generations,their future is hanging in the balance.At the same time,this is an opportu

194、nity to re-evaluate and re-imagine the way that they cover news stories.While Gen Z might not have particular loyalties to media and news organisations,nor the longer attention span required to consume traditional news reporting,they remain curious to learn about the different challenges faced in di

195、fferent parts of the world.They are highly engaged in calling out injustices and advocating for what they believe in.As HE Shamma Al Mazrui,UAE Minister of State for Youth Affairs,put it in her keynote address at the 2022 Global Media Congress:“Content is king.Yes,they want it to be enjoyable,but th

196、ey want to be entertained differently.They want to be intellectually challenged.They want to be thoughtfully provoked.They want to be able to learn new skills and gain new insights from the media.They want to be able to answer lifes most pressing questions.They want to be able to find meaning throug

197、h finding solutions to their society and their generations problems.”This is undoubtedly a demanding checklist for news organisations to complete.In short,the challenge is how to give Gen Z access to news as quickly as possible in the concise and visually attractive way they demand.Responding to con

198、cerns by veteran journalists and policymakers,many media practitioners agree that moving into the space of content creation along the lines of Gen Zs interests should not be seen as threatening to media organisations,but rather as an accelerated return to the core elements of news reporting:deliveri

199、ng accurate and reliable information.To this extent,some journalists and media industry 15professionals insist on the need for news organisations to become more agile and responsive.One way to achieve this,they argue,is by boosting direct reporting,that is bringing in a new breed of journalists trai

200、ned to respond to events in real time and report in a fast,visual,and concise manner.Whether that involves employing local or international journalists with regional expertise,it is imperative that these reporters apply the key principles of respect and honesty when dealing with their sources to gua

201、rantee credibility.Another way that media organisations can inspire loyalty and ensure their future resilience is by improving their media literacy practices through greater investment in fact checking and content moderation.Media experts recognise that this requires significant investment from medi

202、a houses to handle the wealth of data in the public domain even with the increasing availability of quality open-source technologies.Channelling additional funding to enhance the capacity of media organisations specifically of public broadcasters could help them build up their integrity and credibil

203、ity,free up time for critical journalism,and positively impact their interactions with Gen Z.At the same time,social media platforms have a central role to play in bridging this gap.This is because they offer greater power to set the road for change than any other medium.The Gen Z creators on TikTok

204、 are the ideal illustration of this.Whether through standing up for social justice causes,speaking up about their values,or producing ideas to improve the world,creators are putting everything online in a short,digestible,but fun and punchy format,because they can quickly reach large audiences by go

205、ing viral,regardless of the size of their following.This ability feeds into this generations overarching need to amply their voice and advocate for their beliefs.Recognising this,some legacy news organisations have already taken steps to engage younger audiences,for example by live tweeting news as

206、they occur,by publishing feeds on Tik Tok,and by hosting podcasts featuring young leaders,activists,and artists.Media practitioners are,in the interests of shaping a sustainable future for the industry,calling for a diversification of the ways by which news is reported.Social media enables people to

207、 remain aware of what is going on everywhere in real time.This means working with journalists in all corners of the world,creating or expanding regional offices to facilitate direct reporting from surrounding areas,and increasing collaborations with neutral,national broadcasters.Making use of diaspo

208、ra communities in the West could also serve as a bridge between the Global South and Global North.Despite some progress,there is still a long way to go to gain Gen Zs trust and loyalty.It is up to mainstream media outlets and organisations to get in sync with current and future generations or risk b

209、eing left behind.“Content is king.Yes,they want it to be enjoyable,but they want to be entertained differently.They want to be intellectually challenged.They want to be thoughtfully provoked.They want to be able to learn new skills and gain new insights from the media.They want to be able to answer

210、lifes most pressing questions.They want to be able to find meaning through finding solutions to their society and their generations problems.”HE Shamma Al Mazrui,UAE Minister of State for Youth Affairs,at the 2022 Global Media CongressThe top social media platforms used by Gen Z in 2022:Snapchat(96%

211、),TikTok(91%),YouTube(87%),Instagram(83%).Approximately 94%of Gen Z use social media every day.94%79%202210.6The average Gen Zer spends more than 10.6 hours online each day.79%of Gen Z receive their news via social media.Sources:Morningconsult;Adobe;AP-NORC16Into the metaverseA revolution for the me

212、dia industry?Facebooks rebrand to Meta thrust the once niche idea of the metaverse into the mainstream.The opportunities presented by this immersive world for news organisations appear extensive whether it be boosting engagement,access,advertising revenue,or social impact.But hesitancy abounds,and m

213、uch of the media industry is yet to take a leap of faith,citing concerns around cost,regulation,and audience interest.The challenge of delivering credible reporting in the face of rampant disinformation remains,for many media practitioners,a more critical issue than the medium by which information i

214、s transmitted.Of course,the two are not mutually exclusive.5.“The metaverse may be virtual,but the impact will be real”.At least,this is what the company formerly known as Facebook wants us to believe.When Mark Zuckerberg announced a rebrand to Meta in October 2021,it was a clear statement of intent

215、 by his company that it wanted to effectively own the burgeoning metaverse.This next iteration of the Internet will in theory see the convergence of the physical and digital worlds,creating a so-called phygital experience where the physical moves into the digital and the digital moves into the physi

216、cal.This phygital existence will be filled with immersive virtual experiences that can be accessed using digital avatars,as well as augmented experiences that change our perception of reality.Emerging technologies,including artificial intelligence,and in particular generative AI of the likes of Chat

217、GPT that has taken the internet by storm in recent months,will define this 4D internet.And these technologies could be game changing for the future resilience of the media industry,providing journalists with immersive and engaging ways of both gathering verified stories,countering fake news,and repo

218、rting accurately to their audience.Undoubtedly,journalism has always adapted and evolved in line with the latest technological innovations.So,are we on the cusp of another genuine revolution for the news media,at the level of the printing press or the invention of the World Wide Web?It appears at fi

219、rst glance to be the case.Video,particularly short-form video of the type exemplified by TikTok or reels,has cemented its position as a core storytelling mechanism for the generation now coming of age.Simultaneously,the ease of access to publishing tools means content production has been massively d

220、emocratised.Every willing individual with an internet connection can be a citizen-reporter.On paper,there can be no better medium for exploiting these trends than the metaverse,an environment where every video and story can come to life around and in interaction with every user.Such citizen-led or i

221、mmersive journalism is already happening,with news outlets deploying 360 videos to give consumers a first-person experience of the situation being reported.As virtual reality pioneer Nonny de la Pea has demonstrated through documentaries such as Hunger in Los Angeles,immersive journalism can engende

222、r unprecedented levels of empathy and engagement from the audience.For news organisations navigating a tricky economic climate and seeking to 17build resilience,any innovation that can strengthen their relationship with readers or viewers is not to be overlooked.Major news interviews are already tak

223、ing place in the metaverse.In December 2021,the Financial Times Chief Features Writer Henry Mance met the UKs former Deputy Prime Minister Nick Clegg in the metaverse for a chat about the future of immersive digital worlds and the challenges of regulation.At the inaugural Global Media Congress in Ab

224、u Dhabi last November,the head of the UAEs national news agency Mohamed Jalal Al Rayssi appeared to onlookers to walk off stage and straight into an artificial world for a live interview with a virtual host.With the right application,this technology can close the often-vast gap between interviewer a

225、nd interviewee in milliseconds rather than,say,20-hour flights and boost accessibility for everyday consumers.It can close the gaps within news organisations too,as Vice Media Group has sought to do with the launch last year of a virtual HQ in the Decentraland Metaverse to serve as a global meeting

226、point for colleagues.The metaverse provides a favourable environment for the deployment of technologies such as blockchain-powered fact-checking and content verification on a massive real-time scale,which again with the right application could be revolutionary for the media industry.And for advertis

227、ers the metaverse provides unparalleled potential for targeting audiences in novel ways and with instant access,albeit this must be done with care to avoid unsettling consumers.Questions and concerns naturally abound.AI technologies are costly to develop and adopt,leaving cash-strapped news organisa

228、tions hesitant to take the plunge.Many journalists,editors,and media executives are unable to devote time to understanding let alone implementing such innovations.And almost no one has a good answer to how the metaverse can be regulated,or subscribe to universally acceptable ethical credentials,or p

229、rotect underage or vulnerable users.And then theres the question of whether the metaverse really represents a revolution,or whether it is just another social media platform for journalists and media execs to get their heads around.A notable proportion lean towards this latter position.At the Global

230、Media Congress in Abu Dhabi,representatives of even the most innovative news organisations voiced scepticism as to their audiences interest in engaging through the metaverse.And,critically,they said the challenges facing the media industry will remain exactly the same,even if there was a significant

231、 shift to the virtual world.Whether via current mainstream media,social media,or virtual media,consumers still demand accuracy,credibility,and relatability.Delivering this in the face of mis-or dis-information remains a more salient issue,they said,than the medium by which information is transmitted

232、.With the exception of a handful of bold pioneers with the requisite financial and human resources,not to mention a willingness to fail,the metaverse could seem stuck on the sidelines of the media industry.18It would however be short-sighted to dismiss the potential of the metaverse and its associat

233、ed technologies,from augmented reality through to blockchain-powered content verification,for the media industry.The excitement associated with disruptive technologies in the past has often been followed by disappointment and doubt arguably where we are now before an eventual boom as it hits the mai

234、nstream and becomes widely affordable.News organisations would be wise to stay connected to this virtual land of opportunity,and to engage futurists for advice on how to engage with and within this space.Above all,they should focus on where blockchain technology can add the most value in the immedia

235、te.That may not be deep immersion into a virtual world,but it could well be the application of AI across the newsroom to free up journalists time and tackle disinformation.It wont be simple,nor will the coming years of growth in the metaverse be linear.But its emergence as a albeit not necessarily t

236、he dominant platform for human interaction appears inevitable.Taking it seriously is therefore an existential matter for the media industry.Potential economic value of the metaverse=$5 trillion by 2030(according to McKinsey,October 2022).400 million unique monthly active users accessing a metaverse

237、platform(as of mid-2022).Over half(51%)of active users of the entire metaverse virtual worlds market are aged 13 and under(statistics provided by Metaversed consultancy,March 2022).400m51%$5 trillion19Expert Insight How the metaverse will revolutionise mediaThe metaverse might seem like a too-expens

238、ive hobby project of Mark Zuckerberg,but it will redefine media as we know it in the coming years.The next iteration of the internet,or the immersive internet,will significantly change the media industry by offering new opportunities to create unique and immersive experiences,generate revenue,and ch

239、ange how media is distributed and consumed.The metaverse is the convergence of the physical and digital worlds,where the physical moves into the digital world and the digital moves into the physical world.While it is a myth that the metaverse equals Web3,virtual reality(VR),or gaming,it can be all o

240、f the above.When the metaverse has arrived,in the next 5-7 years,the most important devices to access the internet will shift from laptops,tablets,or smartphones to VR and AR headsets.In fact,in the next decade,many smartphone manufacturers will stop making smartphones because sleek AR glasses will

241、offer a much better experience to access the internet than a smartphone.This paradigm shift will revolutionise media consumption,requiring media companies to act today to be ready tomorrow.The metaverse will enable media companies to create unique and immersive experiences,such as AR concerts and th

242、eatre performances,which merge the physical and digital worlds in a way that has never been possible.One of the most exciting brands to enter the metaverse is Walt Disney,which filed a patent for a“virtual-world simulator”in December 2021.This technology would allow users to experience highly immers

243、ive,Author:Dr Mark van Rijmenam,a.k.a.The Digital Speaker,is a strategic futurist,keynote speaker and five-times author.His latest book,Future Visions,was written,edited,and designed by AI in just one week.individualised 3D virtual experiences without the need for AR viewing devices.Walt Disney has

244、also released its first AR-enabled short film on Disney+,showcasing the potential of AR for storytellers as the experience literally enters a persons living room.More importantly,the metaverse will open vast new revenue opportunities.Non-fungible tokens(NFTs)which allow artists and media companies t

245、o sell digital assets and interact directly with their fans in novel ways,drive both loyalty and revenue,while immersive advertising will offer advertisers unique ways to interact with your viewers or readers.Imagine an augmented reality experience during a TV show,bringing a show into the living ro

246、om and allowing users to purchase augmented assets provided by advertisers,sold as NFTs,directly from that experience.If done correctly,such immersive experiences will undoubtedly create a buzz.The metaverse will enable millions of such unique experiences,and anyone can now become a media creator an

247、d reach an audience of millions.Especially with the developments around generative AI and synthetic media,it is rapidly becoming easier for creatives to create unique media content in weeks or even days without the large budgets currently required for media productions.The first AI-produced film,Sal

248、t,created using synthetic media is already a fact,and that was created before the hype of ChatGPT and all the other generative AI tools that came to market at the end of 2022.Of course,with generative AI and synthetic media entering the game,the metaverse will raise ethical concerns.The rapid rise o

249、f deepfakes threatens the well-being of individuals,businesses,society,and democracy and may even worsen the already waning trust in the media.Hence,media companies should implement the right measures to avoid being sucked into a deepfake rabbit hole or contributing to increased polarisation as peop

250、le spend more time in their own virtual worlds.Whether we like it or not,the metaverse is the future of the internet,so any media company that does not want to be left behind should explore this new paradigm today.Start small and experiment so that you understand how to act in this digital world whe

251、n the metaverse finally arrives.20Taking the Fight to the Great AttritionPost-pandemic,the media industry like others worldwide is experiencing what many are describing as a great attrition,and a sense of record-breaking struggles with employee retention.Yet many of the challenges news organisations

252、 face with retaining,upskilling,and motivating journalists pre-date COVID-19.Investment in training staff and equipping the media sector with the tools to handle massive information(and disinformation)flows is more important than ever for building resilient organisations.Disruptive and intelligent t

253、echnologies have a role to play in enabling journalists to refocus on the core principles and rewarding elements of their role.6.The global disruption and sadness caused by the COVID-19 pandemic has been followed by a number of societal aftershocks.One of these was described last year by the consult

254、ancy McKinsey as the Great Attrition and refers to the record number of employees across numerous sectors who are voluntarily quitting their jobs.It is not news to report that grief,loss,and burnout were common experiences during successive lockdowns to fight the pandemic.Neither is it news to appre

255、ciate that this experience encouraged many individuals to reconsider what matters to them in their professional lives.The media industry,like many others,is experiencing an inflection point as it comes to terms with our reshaped post-pandemic lives.On the one hand,a generation of journalists and med

256、ia executives are demanding a better work-life balance,while on the other hand audiences are demanding more and more real-time,accurate news.Many of the challenges news organisations face in retaining,upskilling,and motivating talented employees pre-date the pandemic,but have been exacerbated since.

257、Speak to almost anyone in the media industry,and there is widespread acknowledgement that the sector needs a comprehensive reset to come to terms with and invest in the skills required for journalists and newsrooms now and in the immediate future.Its time to take the fight to the Great Attrition.Jou

258、rnalism is,for many of those who practise it,a way of life.It is widely accepted as being critical to contemporary society in democracies and non-democracies alike.And there has rarely been a period in history with more breaking news,more uncertainty,and more possibility to cover unreported stories.

259、These factors combine to mean that the passion for journalism,at least in principle,among young adults remains as strong as ever.But those within the industry suggest that the reality of the role can quickly extinguish this passion and cause young employees to look elsewhere,or leave the profession

260、altogether.The tight economic climate has restricted news organisations financial resources.Publicly-funded broadcasters have been asked to make significant cuts to their operations,with the steady dismantling of the BBC World Service serving as a clear example of this trend.This makes journalists j

261、obs harder to do,with pressure from executives to show value for money with every story,every meeting with a source,and every hour of research.This is not an environment in which quality or in-depth journalism can flourish.It can lead 21to hurried reporting,inaccurate stories,and click-bait journali

262、sm that provides little professional satisfaction.Media practitioners are almost universal in their plea that proper news reporting remain properly financed,with ample training and development support provided.“We cannot beat on-the-ground reporting”,they say.Building in overreliance on social media

263、 users,rumour,or hearsay is a dangerous track to follow although,they hasten to add,there is absolutely a place for citizen-reporters and user-generated content within journalism.There is significant space for the deployment of disruptive technologies to help free up journalists time,allow them to d

264、o their jobs properly,and ensure the role is enjoyable and professionally rewarding.AI can automate elements of the role,from transcribing and translating interviews in real-time,to flagging disinformation,and intelligently compiling the factual background for an article so the author can focus on w

265、hat is new.New technologies are also fundamental for creating engaging journalism that can compete with the multitude of entertainment options available to consumers(as explored in other chapters within this White Paper).Several speakers at the Global Media Congress in Abu Dhabi last November highli

266、ghted that journalists are expected to be active across many more platforms than just a couple of decades ago.Some referred to it as the number one skill required to make a successful career in journalism now:the ability to not only write good newspaper articles,or deliver a solid radio report,but t

267、o do both equally well,at the same time as publishing scoops on Twitter,appearing on TV panels,and participating in a regular podcast.There is a key lesson here for training colleges and universities,many of which have already radically adapted their curriculum in response to the new formats sweepin

268、g the sector,not least the Asian College of Journalism in Chennai.UNESCO recently said that the world needs independent factual information more than ever.To a significant extent,this means rigorous and well-resourced journalism.Yet,despite the growth of the global media industry,there is a sense am

269、ong many practitioners that journalism itself has shrunk.By seeking to be everywhere at once or be the first to report a breaking story,some major news organisations have spread themselves too thin.One leading media CEO said at the Global Media Congress that certain media organisations have got“carr

270、ied away with innovation”and failed to ensure their core business model is sustainable.Refocusing on the core principles of journalism is 22necessary.Consumers still have the same basic expectations of accuracy and credibility.Good reporting does not mean the fastest reporting,and the quality of sto

271、rytelling should be primordial at any self-respecting news organisation.These are the calls that those on the frontline of the media sector are repeatedly making,both for the survival of the industry but critically for their own professional enjoyment and investment in their roles.Equipping journali

272、sts and newsrooms with the tools and skills to process the vast quantities of incoming content,to verify their sources,to fact-check their information,and to publish it in multiple accessible formats is an enormous challenge for the profession.But it is fundamentally how news organisations will reta

273、in quality people and sustain their workforces investment in the industry.Investing in upskilling and training,as well as diversifying routes of entry into the profession,is a short-term outlay for a long-term gain.23Advocating for agile media rules and guidelinesProviding direction to the media is

274、a challenging task and it begs a consistent,yet dynamic and flexible approach.In that regard,social media platforms might be the pioneers the industry needs,however even the tech giants are struggling with the task at hand,attesting to the complexity of the issue.Even if there is no silver bullet,th

275、ere are some innovative options,a combination of which can help strike the balance between the traditional role of the media in our societies with the need to ensure that the information being disseminated is accurate and not harmful.7.Systematically,there are multiple challenges associated with set

276、ting up comprehensive rules and guidelines for the media industry.There is no global standard applicable to all markets and cultures,some outlets are championing very specific topics,others do not have full editorial control over the content and,overall,not all outlets have the same means,all of whi

277、ch is compounded by the ultra-fast evolution of topics and themes that drive the news each day.Can social media platforms,then,set the example?The European Union recently rolled out its Digital Markets Act and Digital Services Act,which provides for increased liability for social media tech giants w

278、ith regards to“illegal content”.Even before such initiatives,the increase in misinformation on social media had spurred demands for vast increases in content moderation on the leading digital platforms.According to a survey by Morningconsult,80%of respondents want to see hate speech removed from the

279、se platforms.In response to increasing frustration from its users,Meta committed to allocating 5%of the firms revenue in 2019 to the challenge,which totals around$3.7 billion.The argument goes that self-regulation,in which the media industry is responsible for setting and enforcing its own rules and

280、 standards,can be ineffective for a number of reasons.First,it can be susceptible to conflicts of interest.Media organisations may be more focused on protecting their own economic interests than on ensuring the accuracy and fairness of their reporting.Second,self-regulation can be insufficient to ad

281、dress issues such as the spread of false or misleading information,as media organisations may not have the incentive or ability to effectively fact-check and police themselves.Thirdly,self-regulation can be inadequate to ensure representation or protection of vulnerable groups such as minorities or

282、marginalised communities.It could thus be inferred that self-regulation of the media traditional and digital outlets alike can be inadequate in ensuring the accuracy,fairness,and diversity of the information being disseminated,and may not be effective at protecting the public from harmful or mislead

283、ing content.However,public supervision of the media may be equally susceptible to bias.It might gradually shift the focus of outlets to topics that are important to the supervisory body.In addition,public regulation can be difficult to implement and enforce in a fair and transparent manner and can p

284、ose challenges with respect to the traditional role of the media.Supervisory bodies can create challenges and concerns that must be carefully considered a conversation that has repeatedly been instrumentalised over the last decade.There is broad consensus in the media industry that,24so far,there ar

285、e no universal rules and guidelines available to ensure the resilience of the industry.But some recommendations have the potential to empower media and bring further credibility to news organisations,while ensuring a fair and balanced stream of information.One such recommendation is to promote media

286、 literacy among the public,as explored elsewhere in this White Paper.Another avenue is to establish clear rules and standards regarding the funding of media organisations.One academic at the Global Media Congress pointed out that the credibility of the BBC is,to a significant degree,guaranteed by th

287、e transparency of its revenue model.Such an approach has the potential to not only be extended to private media organisations,but also to individual media professionals and key opinion-makers,in the form of public declarations of interest.A critical next step for the industry and supervisory bodies

288、is to reach a consensus on what constitutes a balance between freedom of expression and the need for credible information across both traditional and digital media.To put this into perspective,one media expert pointed to the outdated approach of representing both sides in a news debate.They used cli

289、mate change as an example.This is a conversation in which climate deniers are no longer a legitimate part of the debate,but limiting their contribution to the story can be maligned as censorship.This is an area where self-regulation has more potential,for example through codes of ethics.If consensus

290、 on this key issue was reached,it could enable a roll out of frameworks that would empower media organisations to protect free speech and maintain the flow of information,while also ensuring that the information being disseminated is accurate,representative and,above all,not harmful to society.An ob

291、vious additional step is to employ technology to keep up with the increasing complexity of todays media landscape.The potential benefits of such advanced tools are laid out in other chapters in this 25Paper,but it is important to also understand the need for a comprehensive set of rules to guide the

292、ir use.A related insight is to transform some of the standard practices endorsed by the likes of the UN into binding and non-discretionary recommendations.Valuable recommendations provided by UNESCO are not implemented because they are not mandatory.For any technological or regulatory initiatives to

293、 gain momentum there is a need for wide-ranging solidarity which could be achieved through consultations with the media industry as well as the general public.These options can help balance the traditional role of the media in our societies with the need to ensure that the information being dissemin

294、ated is accurate and not harmful to society.A smart direction for the media can help to create a media landscape that is fair,diverse,and trustworthy,and that serves the needs of all members of society.The Digital Services Act enables the EU to fine platforms such as Facebook,Google and Twitter up t

295、o 6%of their global revenue.According to a survey by Morningconsult,80%of respondents want to see hate speech removed from social media.80%In 2019,Meta committed to allocating 5%of the firms revenue,i.e.around$3.7 billion,to better regulation,per the Wharton School of the University of Pennsylvania.

296、$3.7 billion6%global revenue26Expert Insight A just approach to people-centric newsGrowing polarisation within our societies is changing how we connect,listen and learn from one another.This is complicated further by a media landscape already fraught by a trust deficit.In this time,it is also challe

297、nging for the media to function as the fourth pillar of democracy-one we expect to represent diverse perspectives,enhance transparency,and act as a pathway for greater accountability.While social media platforms offer a decentralised stage for multiple viewpoints to be shared,the reality is that mos

298、t content is amplified based on entrenched power structures,leaving smaller content creators/users to the mercy of opaque algorithmic workings.The terrain of media has also rapidly transformed through digitalisation.Overburdened by the vast volumes of information,individuals and communities have lim

299、ited room to be heard and often are not equipped with the critical capacity or tools to escape carefully constructed echo bubbles.Disinformation,misinformation,and co-option of narratives for political ends are just a few of the harms that must be addressed in defining a more just future for media.T

300、here is scope to examine how we can address these disparities and explore more proactive approaches to dispel disinformation at the root.This requires thinking more deeply about how to build systems where community voices are amplified,and trust is rebuilt through more agential media forms.One dimen

301、sion of the solution is to co-build ecosystems that enable secure access to responsibly collected and governed data which can serve as a foundation for evidence-based journalism,fact-checking,and investigative reporting.This will also require reconceptualising data Author:Suha Mohamed is a Senior Ma

302、nager at the Aapti Institute,a global public research institution focused on the intersection between technology and society.as a relational and public good-one that communities can contribute to,govern,and leverage in reclaiming power over their narratives.Shaping credible data ecosystems through c

303、ollective efforts have already demonstrated immense success most evident in the work of the Organized Crime and Corruption Reporting Project(OCCRP)and the release of the Panama Papers.In another example,organisations like Tattles WhatsApp archiver have proposed ethical approaches to pool or scrape i

304、nformation from closed-messaging apps to support researchers and civil society organisations committed to tackling misinformation.Related to the collection and governance of data,ensuring news is people-centric requires the exploration of bottom-up reporting methodologies,innovations and support for

305、 the intermediaries or stewards that enable this work.Examples emerging in this space include 101Reporters which has built a platform that encourages and enables local grassroots journalists to contribute to and connect to a network of international media houses/publications.Responding to calls for

306、shaping more diverse multimedia content for our digital communities,Video Volunteers are building capacity among citizens located in rural parts of India to transform into community producers and be a part of NGO media units.This model represents one approach to contextualised storytelling and showc

307、ases how citizen journalism can be translated into a more sustainable and meaningful practice.Initiatives like these are structured to maximise participation in the process of data gathering,enrichment(by grounding stories in lived realities and experiences)and dissemination involvement of citizens

308、in these phases should be prioritised in narrative building exercises.Whether directly or through last-mile intermediaries,we must continue to identify how communities can be empowered as stewards of their own data and narratives-a powerful approach that must be part of the shift towards a just,agen

309、tial,and representative future of media.27The Case for Local News by Local PeopleWestern media organisations have long held a disproportionate influence on the global news scene.Local reporting by local people can provide a better perspective on the events,issues,and stories that are relevant to the

310、ir context,and can help to foster a sense of belonging and connection among residents.Local news also plays a critical role in holding local officials and organisations accountable,providing a platform for community members to voice their concerns and opinions.This promotes transparency and credibil

311、ity,and embeds long-term resilience among news organisations.8.The Global South is in reality a highly diverse range of cultures,perspectives,and experiences,which represents a fast-growing proportion of the worlds population.For a long time,its story has been told internationally by media based in

312、the Global North,more often than not Western,and questions have rightly been raised in recent years about the sustainability of this situation.Diversity has been a challenge in the media industry for years.When a community group isnt represented,their stories arent either.Western media has at times

313、presented a biased view of news from the Global South,reinforcing stereotypes and misrepresenting the complexity and diversity of these regions.Some countries have suffered from the way certain stories have become a defining factor in shaping the way they are perceived globally.A topical example of

314、this is the way Western media reports on the organisation of major events in the Middle East.From the 2022 World Cup to COP28,the default position is pessimism,as opposed to any active search for balance let alone positives.In the case of the UAE,Western media give little or no space to the countrys

315、 bold and ambitious policies in the face of climate change,and choose to focus only on its oil and gas history,thereby presenting a skewed perspective of COP28 a full year before the event begins.Statistics typically show that citizens in the Global South are more worried about misinformation than t

316、heir counterparts in the Global North.The Reuters Institutes Digital News Report of 2021 revealed that 74%of people are worried about misinformation and disinformation in Africa,compared to 54%of Europeans having those same fears.Global inequalities play out and are consolidated within the media,for

317、 example when foreign news reporting is prioritised over authentic reporting by local journalists.In the case of reporting on conflict or within war zones,this has historically been due to the disproportionate protection offered by Western passports.“Lazy reporting”has all too often been allowed to

318、proliferate.Nowadays,journalists do not necessarily travel to the places where the story is happening and instead resort to secondary information gathered from less-than-reliable third parties.That said,such user-generated content if verifiable can be an excellent way to gather local intelligence an

319、d reporting on stories for a global audience without“parachuting in journalists”who lack the necessary context.Media organisations could make better use of the diaspora that already exists in the West to act as a bridge between the Global North and the Global South.As experts of their own regions,th

320、ey can provide 28valuable insight,perspectives,and connections that can help media organisations to better understand and report on news from around the globe.By engaging with citizens and journalists from the diaspora and incorporating their voices and perspectives into their reporting,media organi

321、sations can ultimately provide a more nuanced and accurate view of the wider world.This can in turn challenge stereotypes and biases.For decades,media houses worldwide have looked up to the BBC as the ultimate news model to follow.The BBC Academy is similarly seen as a model to follow in terms of co

322、ntinuous development,training,and upskilling.However,BBC reporting can show similar tendencies to resort to bias and relay a perception of the world rooted in stereotypes.It is not an accident that a mere 5%of journalists in the UK are journalists of colour.Some scholars have even argued that the cu

323、rrent picture of journalism is the result of a forced colonial and post-colonial nation-building exercise.The creator economy has unveiled a number of opportunities for journalists in the Global South to have their voices heard beyond borders,and to counter skewed perspectives on world events.In rec

324、ent years,several platforms have launched initiatives for journalists to build products that can then be monetised while cultivating a global news community.Such is the case of the Google News Initiative(GNI)that offers grants of up to$50,000 to independent journalists who use YouTube.Almost half of

325、 GNI grant recipients are based outside of North America and Europe.Such initiatives enable the media industry to cultivate a diverse,innovative,and inclusive community of journalists,from international news desks to local newsrooms.If such programmes are appealing to journalists in the Global South

326、 as they bid to grow more global audiences for their platforms,a wider use of new technologies outside the West and China will also help newsrooms in their information sourcing,organisation,and story distribution.The Reuters Institute 2020 Annual Report underlined concerns about the disparity betwee

327、n news organisations with the capacity to incorporate machine learning and automation,and those with limited means.More funding towards the education of future leaders in the Global Souths media industry,as well as capacity-building,can offer a way forward to an industry whose future will depend on

328、its ability to diversify voices and rebalance historic inequalities.The Digital News Report 2021 revealed that 74%of people are worried about misinformation and disinformation in Africa,while only 54%of Europeans have those fears.29AcknowledgementsThe Emirates News Agency would like to thank the Hen

329、ry Jackson Society for their support in developing and publishing this White Paper.In particular,we thank the many expert contributors who led the debates,discussions,workshops and panels at the inaugural Global Media Congress in November 2022.Their incisive perspectives shaped this White Paper,and places them at the forefront of those shaping the future of the media industry.If you would like to find out more about any of the perspectives,questions,or recommendations discussed in this Paper,we would be pleased to hear from you.wam.aewamnews_engwamnewsenwamnewsen30