【摘要】自2021年3月起，“元宇宙”成为世界上最火热的词，各大技术厂商与公司纷纷进军，各路媒体平台争相报道，爆炸式的“元宇宙”之热席卷全球。而同质化的概念宣传与营销炒作、现阶段“元宇宙”技术的不成熟以及社交平台上存在的信息茧房，使得公众较为一致性地对“元宇宙”概念产生某种抵触心理。对“元宇宙”的持续争议进一步引发了诈骗乱象丛生、公众情绪极化、反智主义盛行等社会影响。
【关键词】元宇宙；劝服传播；反传播
[keywords] meta-cosm; persuasion to spread; counter-dissemination
【Abstract】Since March 2021, "metaverse" has become the hottest word in the world, and the explosive "metaverse" fever has swept the world.Major technology manufacturers and companies have entered the market, various media platforms have rushed to report.However,the homogenization of concept publicity and marketing hype, the immaturity of "metaverse" technology at this stage, and the information cocoon room existing on social platforms have made the public more consistent in their resistance to the concept of "metaverse". The ongoing controversy over the "metaverse" has further triggered social impacts such as fraud chaos, polarization of public sentiment, and prevalence of anti-intellectualism.
【Key words】Metaverse; Persuade the communication;Anti-propagation
【案例介绍】
Case description
“元宇宙”，被视作是互联网的“终极形态”，借用3D、AR、VR等技术，依托区块链、NFT等核心技术支持构成一个与现实世界相平行的虚拟数字世界。人们得以跨越时空界限，以数字的形式存在于这样一个“开源世界”中。
The metacosystem is seen as the “final form” of the Internet, building on core technical support such as 3D, AR, VR, etc., to form a virtual digital world parallel to the real world. People are able to cross the spatial and temporal boundaries, and live in such an “open-source world” in numbers.
2021年3月，“元宇宙”概念第一股Roblox在美国纽约证券交易所上市，首日市值突破400亿美元；Facebook创始人扎克伯格宣布公司将改名为meta；国内，字节跳动斥巨资收购VR创业公司Pico，海尔宣布发布首个智造元宇宙平台；12月21日，百度发布首个国产元宇宙产品“希壤”正式开放定向内测；2022年4月26日，重庆市元宇宙先导试验区正式揭牌；国内更有南开大学、南京信息工程大学等高校开放“元宇宙”相关专业……
In March 2021, Roblox, the first share of the dollar cosmos concept, was listed on the United States stock exchange in New York with a market value of $40 billion on its first day; Facebook founder Zuckerberg announced that the company would change its name to Meta; domestic, byte, the acquisition of the VR business firm Pico, and Haile announced the release of the first intellectual cosmos platform; on December 21, 100th, the first national production of the cosmos product, “Hyoma”, was officially released; Chongqing City’s Yuan cosmopolitan pilot zone was officially unveiled on April 26, 2022; and higher schools such as the University of South China and the Nanjing Information Engineering University opened up the “Mysun cosmos”-related specializations...
从2021年上半年开始，元宇宙一时间在资本市场上仿佛“风光无限”，大量的媒体和企业营销文案反复地对“元宇宙”进行概念宣传和劝服传播，试图劝服公众对“元宇宙”的未来充满憧憬，或通过这一热点来获取一定的流量，或是为相关企业博得股票投资上的关注与支持。与此同时，在诸如微博、知乎、豆瓣、贴吧、B站、抖音等各大主要社交平台上，有关“元宇宙”话题的帖子和新闻下公众较一致地表达了“批判”的态度，具有明显的反营销、反传播倾向。2021年11月18日 ，人民日报微信公众号《万物皆可元宇宙？》一文表达了对元宇宙较客观的看法。到2022年10月28日，数据显示meta公司股价暴跌，季度收入下降。
From the beginning of the first half of 2021, the meta-cosm appeared to be “unlimited” in capital markets, with a large number of media and business marketing cases repeatedly promoting and persuading the concept of the meta-cosmos, trying to persuade the public to dream about its future, or to obtain a certain amount of flow through this hot spot, or to generate equity investment support for the firms involved. At the same time, on major social platforms such as micro-blogging, Knews, peas, bar, station B, tremors, etc., posts on the topic of the meta-cosmos and the public in the news expressed a clear anti-market and anti-dissemination stance. On November 18, 2021, People’s Daily News, “All things are in the universe?” expressed a more objective view of the meta-cosm. By October 28, 2022, the data showed a sharp fall in market prices for Meta’s companies and a decline in quarterly income.
【部分案例来源】
_Other Organiser
https://mp.weixin.qq.com/s/8GJrJ0rNo6hPL9E64WHVFA
https://baijiahao.baidu.com/s?id=1719378273822558837
https://www.zhihu.com/question/542175309/answer/2565839037
https://www.bilibili.com/video/BV14q4y167PZ/
【案例分析】
Case Analysis
一、媒体平台上的“元宇宙”概念宣传
I. Promotion of the concept of the “mass universe” on the media platform
单从百度指数（如图1和2）这一个维度来看，元宇宙在国内真正掀起热度的时间是10月底到12月。可见10月28日，社交平台巨头Facebook正式宣布改名为“meta”，一系列大厂公司在“元宇宙”上的动作刺激了全球资本市场和媒体平台宣传；与此同时，同时期描述虚拟世界的科幻电影《失控玩家》上映，进一步为“元宇宙”添加势头，疫情带来的在线社交也催热了国外学术界对虚拟现实等计算机科学领域的讨论小浪潮。业界、学界的热讨借由媒体引出，而由于互联网本身的开放性和低门槛，使得专业媒体、非专业媒体、界内人士和界外人士几乎能在同一时间不同平台上进行讨论和辩驳，公众的大规模参与最终催生了“元宇宙”之热。通过对B站上以“元宇宙”为关键词的最高热度帖子与视频的相关评论进行数据抓取，可以一定程度上得见元宇宙概念传播的效果整体上是偏向于负面的,以视频“【元宇宙】5分钟带你体验元宇宙的一天”为例（如图3）。元宇宙这样一个科技概念在作为传播内容时，媒体和平台应该如何去表达？元宇宙在公众那里的反馈与评价呈现怎样的一个特定？本文立足于元宇宙传播与反传播的现象探析媒体劝服在涉及科技的传播内容上的表现及变化，探究公众态度的形成原因，分析其社会影响，并最后给予一定的反思与启示。
From the dimension of the 100-degree index (e.g., figures 1 and 2), the epidemic’s online socialization has triggered a small wave of discussion among foreign academics in the field of computer science, such as virtual reality. On October 28, the social platform’s giant Facebook officially announced a change of name to “Meta”, and the actions of a series of major companies on the “Meta” have stimulated global capital markets and media platforms; at the same time, the science fiction film, Uncontrollable Players, which describes the virtual world, has been shown on a different platform at the same time; and the epidemic’s online socialization has triggered a small wave of discussion by foreign academics in the field of computer science, such as virtual reality.
图1 图2 图3
（一） 同质化的概念炒作与媒体劝服
(i) Conversation of the concept of homogenization with the media
“Metaverse”这个词起初是在1992年史蒂芬森的小说《雪崩》里所创造。而深究“元宇宙”所表达的“与现实世界平行的虚拟世界”的本质，其概念可以追溯到以1981年弗诺·文奇《真名实姓》和1984年威廉·吉布森《神经漫游者》。换言之，“元宇宙”并非是一个标准化的业界概念，甚至于将“meta”这个单词回溯到古希腊时期也有进一步斟酌的空间。在Facebook宣布改名后，《雪崩》作者斯蒂芬森发文澄清自己与脸书交流为0，主动撇清与脸书的关系。所谓的“元宇宙”更多的只是描述性的、发散的带有预言性质的用词。不同的人、资本、媒体组织根据自身的理解拓展着元宇宙的概念，在自己臆想的赛道上拼命抢占着先机。初期如出一辙的文章标题诸如“带你解读元宇宙是什么？”“元宇宙大揭秘”轰炸着社交平台和新闻网站，开头便同质化地引用着斯蒂芬森《雪崩》科幻小说，就着VR、AR、区块链泛泛而谈。媒体们不是为了去探讨一项技术的可能性，而是为了跟风一个被商业公司套用的概念去蹭热度、下文章。元宇宙的流量热度的上涨促使平台把关的偏斜，而这种偏斜又反过来刺激内容的生产，形成一个反复炒作的逻辑闭环。海量庞杂的碎片化信息短时间内被同质化的内容替代，引发了受众新一轮的焦虑和反感。
In other words, the term “Metaverse” is not a standardized concept of industry, and even the term “meta” is reminiscent of the ancient Greek era. After the change of name on Facebook, Stephenson, the author of the “Screen” wrote clarifying his relationship with the facebook as zero, actively desecrating his relationship with the facebook. More of the so-called “Metavers” is a descriptive, probative term for William Gibson in 1984. Different people, capital, media organizations, based on their understanding of the concept of expanding the metaspace, and even space for further reflection in the ancient Greek era. After the change of name on Facebook, Stephenson, the author of the “Stampon,” wrote a message clarifying his relationship with the facebook as zero.
同时，元宇宙和商业的深度勾连驱使大众传媒试图说服消费者对特定商品和产业产生积极的态度和购买行为。2021年3月，roblox上市后市值暴涨，国内以中青宝为代表的A股一批上市公司股价持续上涨，从2021年9月6日至11月16日，中青宝股价由8.20元/股上涨至37.68元/股，涨幅超过三倍（数据来源msn），股市上涨催生大量相关元宇宙概念股的文章发布，将元宇宙的经济价值奉为圭臬，而闭口不谈其技术本质，这种行为无疑是受到公众所鄙夷的。
At the same time, the deep connection between the metaspace and commerce prompted the mass media to try to persuade consumers to develop a positive attitude and purchasing behaviour toward specific commodities and industries. In March 2021, the market value of Roblox rose sharply, the country’s share of the A stock group, represented by China’s Qingbao, continued to rise, from 6 September to 16 November 2021, and the share price of China’s Qingbao was raised from $8.20/equity to $37.68/equity, with an increase of more than three times (data source msn) and the stock market’s rise led to the publication of a large number of articles on the concept of the meta-cosmos, in which the economic value of the meta-cosmos was enshrined rather than the technical essence, which was undoubtedly stigmatized by the public.
（二） 忽视理想与现实的差距
(ii) Ignore the gap between vision and reality
刘慈欣在“克拉克想象力服务社会奖”颁奖礼上提到自己创作科幻小说的初衷：在一切变得平淡前将其写出来。科幻小说总是带着对未来的幻想而保持着前瞻性，元宇宙同样如此。尽管我们能够略有知晓元宇宙和当前VR、AR、区块链、NFT等技术的关联性，但不可否认的是，元宇宙所描绘的未来与人类社会尚且存在着一定的差距。一方面上述提到的诸多技术目前尚处于开发阶段，留存于商业和业界小圈层中，远没有达到日常民用的程度。例如Facebook2014年投资VR公司Oculus至今尚未完全盈利，尽管这可以视作Facebook在元宇宙宣传上的历史原因；另一方面，元宇宙背后涉及的不仅仅是技术层面的问题，社会经济、政治制度和伦理法规等方面也是不容忽视的，而针对于这方面的探讨在绝大多数媒体平台和文章中鲜有闻见。忽视了这样一种差距导致了传播者传播视角的偏差——在对待一项可能的技术概念时，缺乏基本的科学精神和人文情怀，而仅仅将其作为一种现象去推销介绍。这样一种传播最易脱离现实和生活，变成无用的说教和盲目的乐观。
Although we have some knowledge of the relationship between the meta-cosmos and current technologies such as VR, AR, block chains, NFT, etc., it is undeniable that there is a gap between what the meta-cosmos describes and what human society still has. On the one hand, many of the above-mentioned technologies are currently at the exploitation stage and remain in commercial and industrial circles, far from daily civilian.
（三） 技术的双刃剑本质
(iii) The dual-edged nature of technology
技术如一把达摩克里斯之剑悬挂在人类的头上。长久以来，科学的发展击破了桎梏人类许久的宗教与迷信，但也引发了人文主义的又一轮复兴。20世纪以来的人文主义、法兰克福学派、存在主义、后现代主义无一不是表达了对技术隐患的担忧。在《资本论》中，马克思反复论到“技术正在变成全球性的力量,它开始染指于人类历史的根基,而且正在向人类历史注入极不稳定的因素”。
Technology, like the sword of Damocles, hangs on the head of humanity. For a long time, scientific developments have broken down a long history of religion and superstition, but they have also triggered yet another round of renewal of humanism.
元宇宙最终指向一项技术，一种社会未来，其背后所存在的资本主义的商业逻辑、政治话语权力、伦理道德与隐私甚至关于人类身体与意识的哲学悖论等诸多问题是无法忽视的。技术的“双刃剑”本质为元宇宙带来了这种争议性的逻辑基点，当媒体平台和商业公司越是鼓吹和幻想着这样一种技术的未来，越是容易遭到公众的质疑和反思。
At the end of the day, the meta-coast points to a technology, a society’s future, and the commercial logic of capitalism behind it, the power of political discourse, ethics and privacy, and even the philosophical paradox of the human body and consciousness cannot be ignored. The “double-edged sword” of technology, by its very nature, creates such controversial logical fundamentals for the meta-coast, and the more media platforms and commercial companies promote and imagine the future of such technology, the more susceptible to public questioning and reflection.
二、 “万物皆可元宇宙”的负面影响
The negative impact of the “All is the universe”
（一） 诈骗乱象屡出
(i) Frequent frauds
“元宇宙”概念的火热所带来的蹭热度的现象催生了一批不法分子和不法活动，以各种名目进行非法集资和诈骗，套用着“元宇宙”这样一个描述性的概念，游走在法律的边缘，藏匿在纷繁复杂的“元宇宙”宣传中。2021年12月，央视就报道了一场元宇宙区块链游戏骗局，商家宣传这是一款能够“躺赚”的游戏，而实际上这类游戏暗藏庞氏骗局，由于要用虚拟货币结算，其本身或可能已经涉嫌非法集资或金融诈骗。2021年12月，一款名为“元未来家族”的海报在网上流传，宣称可以通过9.9元购买“元宇宙令牌”在元宇宙领域通行无阻，引来了网友的嘲讽。编造虚假元宇宙投资项目、打着元宇宙区块链游戏旗号进行诈骗、恶意炒作元宇宙虚拟产品圈钱、变相从事虚拟货币牟利……一系列打着“元宇宙”的幌子，利用公众的信息差诱发犯罪行为已然成为不可忽视的社会问题。
In December 2021, the phenomenon of heatlessness brought about by the hotness of the concept of the meta-cosmos led to an illegal collection of funds and frauds by a group of outlaws and by a variety of names, using a descriptive concept such as the meta-cosm, travelling on the margins of the law and hiding in a complex publicity campaign called the meta-cosmos. In December 2021, a video of a meta-cosm “cosm” game, which commercials promoted as a game that could be “keep on the ground” and which, in fact, hides the punctuated punctuations of the Pon-cos, which they themselves or may already be suspected of illegally collecting money or financial fraud by using a virtual currency. In December 2021, a poster called the “Path of the Future” was circulated online, claiming that it would be possible to buy the “Mesun-cos” in the realm of the meta-cos, which led to the mockery of their friends.
（二） 公众情绪的群体极化
(ii) Group polarization of public sentiment
产生群体极化的途径可以概括为信息影响途径和社会比较途径。凯斯·桑斯坦的定义最广为认可“团体成员一开始即有某种倾向，在商议后人们朝偏向的方向继续移动，最终形成极端的观点。元宇宙火热与出圈引发了业界、学界和其他各个圈层的关注。在元宇宙概念爆发式的炒作与宣传上，这样一类偏颇性的文章引发了专业者和非专业者的一致抵制。前者质疑着概念的源头与产生，技术的隐患思考，后者则抵触着铺天盖地的同质化信息和无脑的吹捧。在信息茧房和算法推荐的加持下，公众最终形成了对元宇宙这项技术普遍的负面评价，以至于在绝大多数元宇宙的帖子中，那些高居榜首的高赞评论往往充斥着嘲讽与解构，表达了对这项技术的不屑，无情揭穿其背后的商业的逻辑，并催生大批的附和者。元宇宙本身成为了一种网络符号，内嵌于大众娱乐的话语之中，充满了戏谑与调侃，象征着滑稽与杂耍。
The most widely accepted definition of Keys Sanstein is that “group members have a certain tendency from the beginning to move in a biased direction after negotiation, eventually forming extreme views. The heat and expansiveness of the meta-cosm has triggered concerns in industry, academia, and all other circles. In the context of the euphemism of meta-cosmological concepts and publicity, biased articles such as this have provoked a consensus among professionals and non-professionals. The former questions the origin and creation of the concept, the dangers of technology, while the latter contradicts the pervasive homogenous information and mindlessness that surrounds it, and has given rise to a large number of attachments.
（三） 反智主义泛滥
(iii) The proliferation of anti-intellectualism
因此，在探讨这样一种公众情绪的群体极化时，我们进而需要思考到这种情绪化的表达使得元宇宙技术本身不再成为探讨和关注对象，而是成为符号化的象征，成为大众用来消遣娱乐的对象，这最终是不利于科学传播的，会导致一种反智主义的泛滥。反智主义的现象并不稀奇，以美国为例，美国民调机构YouGov在2018年的一项调查显示，在美国18-24岁的年轻人里，只有66%的人坚信地球是圆的，剩下的34%，则不确定、甚至是反对地圆说的。倘若用反权威和不信任掌权者这类的理由去解释其政治上的意义，那么从新闻传播角度上讲，它最终落脚到公众对媒体的不信任，科学传播从而遭受着前所未有的挑战——人们兴许回去相信一项技术的可能性，但没有人会去深究技术背后的意义，一切都成为了娱乐和戏谑的玩物。
Thus, in exploring the social polarization of such a public sentiment, we need to think about the emotional expression that the meta-cosm technology itself is no longer the object of exploration and concern, but rather a symbolic symbol of popular entertainment, which is ultimately detrimental to the dissemination of science and leads to a proliferation of anti-intellectualism. The anti-intellectual phenomenon is not uncommon. In the United States, for example, a survey by the American poll agency, YouGov, in 2018 showed that only 66% of young people aged 18-24 in the United States believe that the Earth is round, while the remaining 34% are uncertain and even negative.
三、启示与反思
III. Ideas and reflections
（一）实际出发，贴近现实
(i) Physical departure, closer to reality
元宇宙概念的炒作和宣传启示着新闻媒体和平台在针对任何一个对象的传播时，都必须考察其“真实性”。在这里，探讨的“真实性”并不局限于新闻学意义上的真实性，而是延展到对内容对象的本身，一种存在主义式的“符合客观实际”，即其说法是可以得到社会与公众认可，能够考证的。一味地忽视现实，幻想未来式的泛泛而谈最终是脱离了社会大众和人民群体，忽视了社会现实问题，放大了传播者人文情怀和科学精神的缺失。
The rhetoric and propaganda of the meta-cosm concept has inspired the media and platforms to look at the “reality” of communication for any target. Here, the “reality” of the discussion is not limited to the truth in the journalistic sense, but extends to the content object itself, with a presenceist “objective reality”, that is, a statement that can be accepted by society and the general sense of the public and can be tested.
（二）聚焦问题，科学传播
(ii) Focus issues, scientific dissemination
元宇宙是一个新兴的技术概念，不可否认的是任何新技术的产生都必不可少的经历一段充满争议的时期。而倘若媒体业界在科学技术的发展中充分发挥好科学传播的作用，是能够引导科学技术更早地走向大众社会。最终是要向社会公众传播科学知识方法、精神来提升公共的科学知识水平、素养，促进公众对科学的理解、支持和参与。正如前文所言，元宇宙的探讨不局限于技术层面，而涉及到社会经济、政治、伦理乃至哲学各个方面，树立问题意识，聚焦问题，引导思考，始终是对待一项新技术的最为正确的态度。
And if the media industry takes full advantage of the role of scientific dissemination in the development of science and technology, it will be able to guide science and technology into society earlier. The ultimate goal is to disseminate scientific knowledge to the public, spiritually raise the level of public scientific knowledge, culture, and promote public understanding of science, support, and participation.
每一个受到热捧的新兴概念和产业都一定程度上会产生泡沫，而当泡沫消散后，我们又怎样去避免重蹈覆辙呢？正如《人民日报》发表的一篇文章“万物皆可元宇宙？”中的结尾所谈：
Every emerging concept and industry that has been celebrated has to a certain extent created bubbles, and when the bubbles dissipate, how do we avoid repeating them? As the People’s Daily concludes with an article, “All is within the universe?”:
是镜花水月还是触摸得到的未来，是资本炒作还是新的赛道，是新瓶装旧酒还是科技新突破，下结论前不妨“让子弹飞一会儿”。
Whether it is the mirror moon or the touch of the future, whether it's capital or the new track, or whether it's a new bottle of old wine or a new breakthrough in technology, it would be better to “let the bullet fly for a while” before concluding.
【参考文献】
[Reference]
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