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THUBA DAO is a decentralized organization initiated by members of the Tsinghua University Blockchain Association (THUBA). THUBA DAO is committed to bringing the Web3 world to every student, becoming a bridge connecting blockchain communities at home and abroad, and cultivating the best next-generation Web youth and pioneers.

DAOrayaki is a fully functional decentralized media platform and research organization representing the will of the community. It aims to link creators, funders, and readers, and provide multiple governance tools such as Bounty, Grant, and prediction markets, and encourage the community to freely conduct research, curate, and report on various topics.

THUBA DAO is a decentralized organization initiated by members of the Tsinghua University Blockchain Association (THUBA). THUBA DAO is committed to bringing the Web3 world to every student, becoming a bridge connecting blockchain communities at home and abroad, and cultivating the best next-generation Web youth and pioneers.

introduction

Media is an essential ecological support in the Web3.0 era. Expand and generalize the definition of media ecology. In the present and future when everything is media, media does not belong to any track but is closely related to every track. Because of its ubiquity, few research reports analyze it: Media from Web2 Where does .0 fit in the transition to Web 3.0? For example, if the media ecology is narrowed down and regarded as a subset of the content ecology, different forms of media are the atoms of content production. Is it possible for the content native to the encrypted world to escape the stereotype of Web2.0 and use "possessibility" to detonate And precipitate users into the new world of Web3.0?

These issues need to be explored and imagined. This article focuses on the "media" mentioned by the research object on the on-chain media platform for the large-scale and continuous production of information and knowledge content, on-chain self-media and media DAO (Decentralized Autonomous Organization, Decentralized Chemical Autonomous Organization).

According to the possibility of migration of the overall media market scale, the output value of the global media industry will be about 2.3 trillion US dollars in 2022, but this will not completely migrate to the Web3.0 world, and Web3.0 media will become an important extension and subset of it , if the proportion of Web3.0 information media is underestimated as 10%, there will be a market size of about 230 billion US dollars. In 2022, the number of pan-media application users in China will be about 788 million in online news, and the utilization rate of netizens will be 75% (Ministry of Industry and Information Technology, CNNIC data), and the potential Chinese users of network information media migrating from Web2.0 to Web3.0 are considerable.

Media definition in the Web3.0 era

For ease of understanding, I will define and distinguish the three types of media forms involved. The first is the media platform on the chain: a content production platform based on blockchain technology, which can confirm and trace rights, and encourage content production through the token mechanism, such as UGC’s Mirror, PUGC’s news production platform Civil and DNN (Decentralized News Network ), more emphasizing its characteristics as a platform for production and distribution. On-chain self-media is mainly for individuals or small organizations relying on the on-chain media platform to self-produce content and confirm the rights on the chain, such as Mirror users who open columns on Mirror and carry out content crowdfunding. The media DAO is a relatively new experimental existence, which organizes and decentralizes the individual content production, and carries out the co-selection and co-construction of the content production community without the need for editorial rights, such as PubDAO and some DAO media SubDAO , emphasizing its characteristics as an organizational form of content production. In fact, the development of the three are intertwined, and there is no particularly strong separation. For example, Mirror is actually the DAO tool of Mirror DAO, and Mirror DAO will also publish content on Mirror.

The media under the change of media technology: cheaper or more expensive

In fact, from the pre-Internet era, from Web 1.0 to 2.0, the media is becoming more and more expensive in the form of price reduction or even free. The price reduction and free are the channels for the public to obtain information, and the more expensive is the information place. The overall value of the sum of the information gaps covered. Such a transformation can be realized because advertising, a value converter, devours the value of information, and the media, which has become a channel, acts as an intermediary to package and sell the public receiving information to advertisements, and thus advertisements are confused with value information. As for individuals who use the media, they will not benefit from weakening the good experience of information acquisition in the process of accepting the value information of mixed advertisements. Instead, they have to pay for the advertising costs passed on when consuming, or they themselves It has become an advertisement commodity sold by the media after attracting and classifying information. In the Web3.0 era, the token mechanism is used to encourage the media to create and distribute content, replacing advertising intermediaries, which makes it possible to break the above-mentioned "audience commodity theory" (Dallas Smythe, 1977).

This possibility is currently being tested, and Mirror is the most successful experiment to date, storing content on-chain rather than in a central database. This encrypted native product has nearly 80,000 followers on Twitter and nearly 20,000 de-duplication paying users. It is the most mainstream on-chain media platform in the Web3.0 world. Of course, this is not as good as the Web2.0 media platform It seems niche rather than mainstream. It can be seen that the media development of Web3.0 is still in a very early seed stage, and it is not even possible to form a competitive pattern. Everyone is in their own way.

What currently drives the development of on-chain media is the attraction of content rights confirmation and token incentives, as well as encryption-native identity. However, in fact, there is no reasonable application scenario after the content is confirmed on the chain. The incentive tokens obtained by media content production are of limited value, and large-scale users are still in the consumption concept of "the Internet is free". In training, especially for news information, "news is cheap". The identity of the "crypto veteran" who uses crypto-native products has become an important driving force for the fission of current users with insufficient incentives. For example, when Mirror needs to have $WRITE tokens to try it out in the early days, it has attracted a large number of early crypto explorers. Search for token acquisition channels to use Mirror, and then spontaneously promote it on Twitter.

At this stage, the development of on-chain media is hindered, of course not just because users have not developed payment habits. From a macro point of view, the total number of encrypted currency users also limits the number of on-chain media users. The strong correlation between user identity and user-produced content has led to on-chain media generally focusing on the production of encryption-related information content, forming a relatively stable small production cycle. difficult to proceed to the next stage. On-chain news media platforms such as Civil and DNN produce more time-sensitive news information and need to highlight the value of large-scale dissemination, so obstacles are more significant at this stage.

In addition, in the Chinese area, entering the encrypted world requires operations such as overcoming the wall, linking digital wallets, and recharging. For on-chain media platforms, the use threshold is too high and the conversion rate is low. From a micro perspective, the product functions need to be improved. As an on-chain media platform, Mirror does not have reading volume display, recommendation display, or even a search channel for aggregated information. Follow other users can only use plug-ins to generate feeds or integrate plug-ins into newsletter and send them to mailboxes , for users who have used the products of Web2.0 major manufacturers, the experience is close to returning to their ancestors. In terms of product functions, Mirror, the head player, seems to be working diligently in a wild land.

Media pioneering in wild places: the interweaving of individuals, platforms and organizations

People are the smallest unit of any social activity. The decentralization of Web3.0 gives every individual who produces media content the greatest right to participate independently, and ensures that the labor of individual content production benefits, not just the head of the media, the waist and Content producers in the long tail also need and can benefit from it. The realization of this vision requires an interactive system formed by the combination of people. The platform is an important collection of products throughout the Internet era, and the decentralized autonomous organization is to achieve non-central supervision through smart contracts in the Web3.0 era to determine the rules. new organizational form.

As mentioned earlier, the MVP version of Mirror was born in January 2021 and became available in October of the same year. In fact, as a content production tool, it is positioned as one of the community infrastructures of DAO. This may be the reason why it does not embed functions such as content recommendation and social sharing in the product, but launches functions such as co-funding and NFT release: I hope that by Members of MirrorDAO or the entire community of people interested in Mirror will develop new products based on existing Mirror products, that is, co-creative development. For this reason, the main data of Mirror is also stored on Arweave and fully open , which is convenient for developers to use and link. Mirror’s functional plug-ins such as search, subscription attention, curation recommendation, tracking the latest articles, and crowdfunding are all born and used through the form of community co-creation, but for users, the dispersion of functions is really not that convenient.

How can a non-advertising media platform make money? Mirror's profit actually comes from a 2.5% share of the platform's auxiliary functions such as crowdfunding and casting NFT auctions. In April 22, Mirror's revenue of nearly one million dollars entered the treasury. However, due to the advent of the bear market, the ETH currency price fell by more than 70% and the activity declined. The Mirror treasury increased gradually on the ETH standard, and the U standard shrank sharply. The Mirror treasury will in turn encourage and support DAO contributors to claim project reward tasks. The amount of rewards and DAO salaries are determined by DAO votes, and the additional rewards for DAO contributors are also converted by members' mutual evaluation. The treasury expenditure is mainly USDT rather than High volatility ETH or governance token $WRITE.

There are a large number of encrypted users active on Mirror, some of whom have a certain amount of followers and influence on Twitter and other platforms. However, Twitter and other Web2.0 social media are limited in space and are not suitable for publishing long-form, in-depth and high-value content. It is suitable for on-chain rights confirmation, and migrating to Mirror can be said to be a matter of course. They are also willing to use Web3.0 encrypted native media products such as Mirror to accumulate output, deepen encrypted identity, and build personal brands, thus becoming self-media on the chain. The current on-chain self-media is generally strongly related to encryption. Market analysis, project research reports, daily information, investment growth, encryption science popularization and other topics are what the on-chain self-media is keen to output. High-quality content will be rewarded and can be auctioned to obtain income. In addition to the rewards of Mirror’s governance tokens, Shawn, a strong DAO enthusiast and participant, recorded his thoughts and opinions on participating in various DAOs on Mirror. experience and became a member of Mirror DAO.

Civil and DNN, which are similar to Mirror but focus on news production, are actually earlier on-chain media platforms than Mirror, and have attempted to produce news on the chain. Civil began operations in 2016, aiming to create a decentralized and reliable news media that is all owned and operated by the public. In 2018, it began to officially issue CVL, a functional token based on the Ethereum chain, to motivate news producers (newsmakers) , including producers and verifiers), citizen readers (citizens) buy news through CVL. News organizations such as the BBC, the Associated Press, and the Guardian need to be reviewed by the Civil Council to join Civil, and then register as Newsroom after spending a certain amount of CVL at the Civil Registry and signing the Civil Constitution. ) to publish news topics and content.

Both citizen readers and professional journalists can claim fact-checking tasks to get rewards. If there are false news or bad-quality news, it will be publicly reviewed and dealt with by the committee after the referendum is identified, and the CVL of bad studios will be rewarded to checkers and voters. The user's news release, reading, voting and other behaviors on Civil are time-stamped on the chain, which is open and transparent. All benign behaviors will be rewarded with tokens, but the mechanism for consuming tokens is not perfect, and there is no A large number of readers cost CVL to pay for reading news, and finally Civil failed in 2020 due to the unsustainable economic operation.

The decentralized large-scale news production chain media platform experiment failed. In 2022, a small-scale news DAO——JournoDAO appeared. It is determined to carry out news production in the form of a decentralized autonomous organization. Breaking through the cold start threshold, the number of participants is insufficient, and no news is even produced within half a year. The follow-up development remains to be seen. One of the creators of JournoDAO, Clinamenic, is also a core contributor to PubDAO, a media DAO currently focused on media content production.

Established in October 2021, PubDAO was incubated with the help of Web3.0 media Decrypt and other DAO contributors (such as FWB DAO, etc.). Contributors do special writing. Members can claim article writing tasks in DAO and get rewards in US dollars. The article tasks may come from other project parties, such as an article project that combines Meme.Market to explore the concept of viral spread of memes. 300-500 words reward 150 U.

However, at present, Pub DAO is still not very active, especially after entering the bear market, it accepts submissions but the output is relatively limited. There are about 2-3 updates in a single month, which is evaluated as "flash in the pan"; the output shows It is also relatively scattered, which can be more intuitively reflected in the links to different platforms of the articles published by it on Twitter.

Why did the wasteland become a wasteland, and how should the first flower bloom?

On the whole, the media in the current Web3.0 era can be evaluated in one word: "unrecognized".

First of all, from the perspective of audiences and producers, the threshold for entering Web 3.0 is too high, the scale of users who can reach the media on the chain is insufficient, and the producers of media content are also insufficient. At the same time, users’ awareness of payment is not strong, so the media on the chain The development of the platform is hindered, and the media DAO is also understaffed.

In terms of content, such a scale of content producers and readers cannot support the continuous production of high-impact news. For highly professional media content related to the encryption market, there is a small-scale reading due to the coupling of audience and user interests. market.

In terms of channels, the existence of Web2.0 professional media such as Coin Desk and CoinTelegraph in the English area, Foresight News, Odaily, and Panews in the Chinese area has largely divided up the channel market for encrypted news to reach users, while Web3.0 media content production does not have a highly integrated platform product, and the channels to reach users are scattered, resulting in a situation where on-chain self-media deposits personal brands in the Web3.0 era and seem to rely on Web2.0 products. In addition, the current products are relatively early, and do not integrate co-creation functions so that they do not conform to user habits, or do not solve the core pain points of users such as weak profit incentives and low production efficiency.

In addition to the above three aspects, the macro cycle of the market's bear-bull transition also kills the possibility of supporting the experimental development of the media to a certain extent in a small time window. Although it is said that the bear market builds, there are really so many people staying in the bear market. And stay enthusiastic? Can anyone really invest in or consume media against the trend? The 22-year bear market is undoubtedly worse for the media reclamation in the Web3.0 era.

In an undeveloped wild land, the more barren, the more possibilities there are. After all, the climate cannot be changed by brute force alone, nor can it be seen overnight. Whether it is Mirror's attempt to build content ecology, Civil's attempt to upload news content to the chain, or PubDAO's attempt to organize media content production, these experiments have allowed us to outline the media ecology in the Web3.0 era to a certain extent. Even if you encounter obstacles or fail, you are brave and successful.

It needs to be clear that the media in the Web3.0 era is the supporting facilities of the Web3.0 ecology, not the infrastructure. It is indeed unsustainable to walk alone on the road of reclamation. In the world of consensus, people are always valuable. When the Infra ecology is not complete, and the entry threshold of Web3.0 is still high and it is difficult to break through the circle to obtain large-scale users, here Still no water and no fertilizer. Focusing on the next step, Mirror’s co-construction ecology can also inspire us. Decentralized development of functional modules and assembling one by one may also be the way to grow flowers. Waiting for the influx of borrowers and funds in the next cycle to assemble complete products and optimize user experience. .

In addition, it is necessary to expand the possibility of non-encrypted content circles. For example, Mirror’s film shooting co-financing facilitates the entry of the long-tail part of the film industry into the Web3.0 era. On-chain media can have more connections with the real economy. It is necessary to find a suitable scenario to cut in and show the advantages of on-chain right confirmation and personal identity of data.

I believe that when the first flower blooms on the wasteland, it will not be too far away from the flowers everywhere.

references

[1] Lin Danjing, He Yangming. Development of Citizen Journalism Driven by Blockchain Technology——A Case Study Based on Civil[J]. Young Journalists,

 2022( 04): 36-38.DOI: 10.15997/j.cnki.qnjz.2022.04.052.

[2] Tan Xiaohe. Blockchain-based Journalism: Mode, Influence and Constraints——Civil-centered Investigation[J]. Contemporary Communication, 2018(04): 91-96.

[3] Shi Anbin, Yang Chenxi. International Communication and Public Diplomacy in the Web3.0 Era: Trends and Visions [J]. Young Journalists,

 2022( 15): 93-97.DOI: 10.15997/j.cnki.qnjz.2022.15.030.

[4] Hang Min, Qi Xue. 2021 Global Media Industry Development Report [J]. Media, 2022(16): 16-21.

[5] Hong Jun. How far is the real Web3 from us? Talking about the Creator Ecology of Mirror[EB/OL].https://mp.weixin.qq.com/s/iRymlN7f_sd3eYCrsJQYxA

[ 6 ] CTR Insights. Content Innovation and Business Breakthrough: 2022 China Media Market Trends | Earn Seed Report [EB/OL]. https://mp.weixin.qq.com/s/GLgr7hkSRVQwjfl8fkRlow、

[7] Liu Zhongbo. "Blockchain" news platform scale, how far? | Recommended Reading in Germany[EB/OL].

https://mp.weixin.qq.com/s/T_iF 43 jPMGlT 8 IE 2 D_CB 0 g

[ 8 ] Shawn. "Mirror Analysis" series [EB/OL].

https://shawn.mirror.xyz/slyqZ4T7fkcsVY5QR0vKeAc1R-y3i7J6iMnjMVvFEOk