The Age of Everyone as Media

Name: The Age of Everyone as Media
ISBN: 9787508657936

腾讯研究院CITIC Press2016

3.8

Word count: 300K words
Chapters: 24
ISBN: 9787508657936

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Summary

The Age of Everyone as Media was compiled by the Tencent Media Research Institute under Tencent News and published by CITIC Press Group in 2016. The book centers on the concept of "the age of everyone as media": the internet has broken the traditional media's monopoly on a single mode of dissemination; everyone can become a creator and disseminator of content; every person is media; people are the seeds and media become the soil, and content distribution enters an entirely new stage. The book unfolds along three threads. Part One, "Vanishing Boundaries," discusses the triple migration of medium, sociability, and culture—how our information gateways shift to mobile devices and Moments, how our eyes fixate only on "100,000+" articles, and how subcultural tribes revel on social platforms. Part Two, "Facing Dimensional Strikes," examines tech giants such as Facebook, Apple, and Google invading the news world, the scenario revolution brought by virtual reality, drones, and wearable devices, and how capital and the sharing economy are reshaping the newsroom. Part Three, "Is There Still a Way Out?," focuses on practical paths: institutional transformation, innovation in reporting forms, the methodology of 100,000+, and O2O media transformation. Part Four collects signed articles by industry figures such as Zhou Yuan, Wu Xiaobo, Zhang Quanling, Fan Yijin, and Fan Zhixing on transformation and entrepreneurship. The examples and data in the book are drawn from overseas observations and Tencent's own innovation cases around 2015, offering historical and reference value for understanding the dramatic changes in the content ecosystem in the early years of the mobile internet.

Editor's review

这是一本由国内互联网媒介研究团队执笔、直接面向内容行业现实问题的“洞察之作”，而不是学院派的媒介理论教材。它的价值主要体现在三处：第一，问题意识清晰。全书从信息入口的迁移讲起，一路追问科技巨头入侵、场景革命、资本博弈与编辑室重构，最终落到机构转型与内容变现的实操路径，形成“现象—冲击—出路”的完整链条。第二，案例与数据新鲜。作者身份使其能调取腾讯新闻的一手运营数据与内部创新案例，并配以大量海外媒体观察，比一般传媒评论更具信息密度。第三，行业声音真实。周源、吴晓波、张泉灵、范以锦等人的署名文章，不是应景的序言，而是从创业、内容、身份转型等不同位置给出的经验判断，对正在转型的媒体人有直接启发。需要提醒的是，书中的具体案例与数据停留在2015—2016年，头条算法、短视频格局、直播电商等此后发生的变化都已超出本书范围。把它当作理解移动内容业“上一个转折点”的坐标，比当作操作手册更合适。

Who it's for

A good fit for

媒体从业者，尤其是传统媒体转型一线的内容与经营人员
互联网内容平台的产品、运营与编辑岗位从业者，想理解行业底层逻辑
新闻传播、新媒体相关专业的本科生与研究生，可作为案例型补充读物
内容创业者与自媒体作者，想看清平台、资本与内容之间的关系
对媒介变迁与信息生态感兴趣的通识读者

Not a good fit for

希望学到可直接套用的当下短视频与算法运营实操方法的人
偏好严格理论体系、学术规范引证的传播学研究者
对2016年前后的媒体案例与互联网术语缺乏兴趣的读者

Reading tips

先读三篇序言和第二部分的第四至七章，抓住“科技巨头入侵＋场景革命＋资本博弈”这一冲击链条，再回看第一部分的现象描述。
阅读时对照书中2015年左右的案例，标注哪些判断已被后来的事实印证、哪些已过时，形成自己的媒介变迁对照笔记。
第四部分业界人士的署名文章可单独用作案例，配合第三部分的转型方法论一起读，比较“机构路径”与“个人路径”的差异。
若关注内容生产实务，可重点读第十章“10万+方法论”，并结合自身内容项目做一次复盘。

About the publisher

CITIC Press China · Founded in 1988

Founded in 1988 and affiliated with China CITIC Group, CITIC Press focuses on business and economics, social sciences, literature and children's books, with common categories covering social sciences, finance, literature, Eastern philosophy and literary appreciation. Its library holds 91 titles, including Yuval Noah Harari's Sapiens trilogy, Thomas Piketty's Capital in the Twenty-First Century, Wu Xiaobo's Thirty Years of Strife: Chinese Enterprises 1978–2008, Nelly Sachs's The Weight of Butterflies: Selected Poems of Nelly Sachs, as well as New Interpretations of the Analects and Chiang Hsun's lectures on Dream of the Red Chamber. Its authors and translators include Lin Junhong, Ba Shusong, Chen Li and Chang Fen-ling. Overall, the press introduces influential works in finance and social sciences while balancing classic translation and local appreciation in literature and Eastern philosophy, combining academic depth with accessible reading.

Preface 1 Chen Juhong: How Do We Live with Information
Preface 2 Hu Zhengrong: Where Is Media Convergence Heading? The Age of Shared Media and the Age of Smart Media
Preface 3 Wang Yongzhi: The Way to Survive
Part One Vanishing Boundaries: We Reconnect with the World
Chapter 1 Migration of Medium: Who Rules Our Eyes and Ears
Chapter 2 Social Migration: Understanding the World Through Moments
Chapter 3 Cultural Migration: Subcultural Tribes in Revelry
Part Two Facing Dimensional Strikes: Media May Be Caught Naked!
Chapter 4 Tech Giants' Frenzied Invasion of the News World
Chapter 5 The Way to Survive Under the Scenario Revolution
Chapter 6 The Power Game of Capital: Whose Struggle and Compromise
Chapter 7 New Newsroom Ideas Under the Sharing Economy
Part Three Is There Still a Way Out? Who Is Transforming Smartly
Chapter 8 Institutional Transformation: From 1 to 0
Chapter 9 Innovation in Reporting Forms: Personalized Reporting Adapted to Scenarios
Chapter 10 The 100,000+ Methodology: How We Write Correctly
Chapter 11 Media Transformation O2O: Cross-Boundary Upgrades
Part Four Standing on the Crest of the Wave
The Superbody of New Media (Zhou Yuan)
Self-Media Requires a Craftsman's Heart (Wu Xiaobo)
Entrepreneurship Is Not Chasing Fashion but Choosing a Mode of Life (Zhang Quanling)
Transformation: The Extension of a Media Person's Identity (Fan Yijin)
One Video: The Danger and Beauty of the "Media + E-commerce" Path (Fan Zhixing)
Appendix What They See in The Age of Everyone as Media

FAQ

《众媒时代》是不是那本讲内容写作的外国书？

不是。市面上另有一本《众媒时代，我们该如何做内容》，是安·汉德利（Ann Handley）《Everybody Writes》的中文版，讲内容营销与写作。本条目指的是腾讯传媒研究院编写、中信出版集团2016年出版的《众媒时代》。

这本书现在读还有价值吗？

有，但角度要调整。书中案例与数据集中在2015年前后，具体的平台格局已大不相同；不过它对“内容分发权转移”“编辑室被技术与资本重塑”等结构性问题的分析仍有参照意义，适合作为观察移动内容业转折点的历史样本。

作者是谁，背景可靠吗？

作者为腾讯传媒研究院，是腾讯新闻旗下集信息聚合、智库资源与项目孵化于一体的媒体研究机构。其优势在于能获取平台内部数据与海外案例，因此书中案例较新、数据较密，但也带有平台视角。

这本书适合当作教材使用吗？

可作为新闻传播课程的案例型辅助读物，但不建议作为唯一教材。书中缺少系统理论框架与学术引证，且时效性强，教学中需补充更新的行业资料与理论文献。

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About the author

腾讯研究院 Author

Tencent Research Institute is a research body established by Tencent that publishes under a collective byline, working on topics related to the internet industry, the digital economy, and management practice. Public information is limited, and its founding date, organizational structure, and staffing are not recorded in the available sources. The library currently holds one work by the institute, Future Habitat, commonly classified under management. Judging from the subject matter of this book, the institute's writing tends to combine industry observation with case-based analysis, discussing how technological change interacts with business and society, and addressing managers and readers interested in the digital economy. Writing of this kind by an institution usually stresses the practical relevance of its topics and the ability to integrate materials, in a plain and clear style that seeks to turn complex technological and industrial issues into readable narrative. Future Habitat offers an entry point for understanding the institute's editorial orientation.