网易传媒副总裁田华：一切流行的背后，都是内容的生产以及消费

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《2021网易未来大会》专题报道

12月18日，2021网易未来大会迎来收官之战，国潮、灵感无界、和文化、元宇宙四大论坛压轴登场，想象、智慧、灵感诸多元素，激烈碰撞。大会中，网易传媒副总裁田华发表《内容新潮流》主题演讲。他指出，一切流行的背后，本质都是内容的生产以及内容消费；内容如何最好的满足用户的消费需求，意义重大；实际上，网易一直是以内容见长的科技公司，不管是网易新闻、网易文创，乃至音乐、游戏，背后的底层逻辑都是内容逻辑，传播载体一直在变，但好内容有很多不变的规律。现场，田华通过大量案例，将网易近年优秀内容蕴含的共情性、趣味性、反叛与重塑、Z时代视频化、创作的社交属性等，为大众揭示了内容规律。

他认为，当下内容的特征，反叛与重塑是永恒的欲望，对于内容的形式我们永远反抗、严肃刻板，追求新鲜出奇，但始终贴合人性对美好、对自由的追求。另一方面，剧变的世界下，疫情、经济、垄断、教育，所有所有这些不确定性，我们每个人迫切需要重建内心安全感的确定性，从而我们需要诉诸文化自信的建立，以及对外界认知的拓展。“内容的尽头是元宇宙吗？”展望未来，田华认为，优质的内容始终蕴藏人性力量，今后内容价值去中心化将会放大，由数字经济系统支撑，将更好刺激内容创作，内容也将由创作转向创造。在元宇宙里面内容更多的是创造，创作是既定规则，线下的内容生产，为什么讲创造？它指向了构建新世界的一种可能。

谈及“第二人生”话题，他认为内容虚实之辨本身值得商榷：“人的一生都在做梦，最深的一层，是现实。命运的陀螺是旋转还是倒下不重要，在思想碰撞、灵魂共振的那一刻，一切才是最真实的存在。”

作者：记者 陈文婧

编辑：徐洁

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