世界经济论坛-媒体，娱乐和文化产业在危机中对社会的反应和作用（英文）-2020.6-25页_2mb

Summary of "The Media, Entertainment and Culture Industry's Response and Role in a Society in Crisis"

Core Content

This white paper explores the role of the media, entertainment, and culture industry in responding to the societal and economic challenges posed by the COVID-19 pandemic. It highlights the shift in consumer behavior, the industry's adaptive strategies, and the long-term implications of these responses. The paper emphasizes the importance of trust, resilience, and social responsibility in shaping the future of the sector.

Main Viewpoints

1. Fulfilling the Mission to Inform, Entertain and Connect

• Increased demand for information:

  • Consumers spent more time on digital media during the pandemic.
  • Over 66% of consumers said streaming services provided better content than broadcast TV.
  • 76% of consumers believed streaming services were better at helping them find something to watch.

• Adaptation to inform:

  • Media companies expanded access to content, including free news and lowered paywalls.
  • Platforms like YouTube, Facebook, and TikTok promoted WHO content and fact-checked information.
  • Information hubs were created to provide timely updates and resources.

• Entertainment and connection:

  • Remote learning became widespread, with platforms like Alibaba, Tencent, and BBC Bitesize supporting education.
  • Virtual concerts and online gaming became new forms of engagement, with Fortnite, Douyin, and Kuaishou leading the way.
  • Charity events like One World: Together At Home were streamed on multiple platforms to promote unity and support.

Key Information

2. Going Above and Beyond the Core Mission

• Worker support:

  • Major companies like WarnerMedia, NBCUniversal, and Netflix launched coronavirus relief funds.
  • 93% of media CEOs felt a personal responsibility to support society.

• Health and wellness initiatives:

  • Companies provided mental health resources, telemedicine services, and health awareness campaigns.
  • Tencent Health, Alibaba, and Baidu played a significant role in delivering medical support and data collection tools.

• Support for ecosystem and community:

  • Many companies waived fees to support small businesses and local communities.
  • Spotify, TikTok, and Verizon Media launched donation programs and charity support.
  • Disney, Manchester United, and Manchester City donated PPE and funding to local initiatives.

• In-kind contributions:

  • Companies donated ad inventory, technology, and infrastructure to health organizations.
  • Google and Apple developed contact tracing APIs.
  • TikTok and Verizon Media supported mental health organizations with data and resources.

• Technology and tools:

  • Digital tools were used to track the virus, provide accurate information, and support public health efforts.
  • Yahoo Knowledge and Tencent's QR codes helped in data analysis and risk assessment.

3. Building Trust and Building Back Better

• Trust in media:

  • Despite being the least trusted industry in the Edelman Trust Barometer, media trust increased in 9 out of 11 countries.
  • Government became the most trusted institution during the pandemic, surpassing media and NGOs for the first time.

• Consumer expectations:

  • 78% of consumers expect companies to care about employee health.
  • 41% want brands to support hospitals, and 38% expect companies to assist government.
  • User data is crucial for fighting the virus, but harmful content can have serious consequences.

• Trust and loyalty:

  • Positive perception and trust lead to customer loyalty.
  • ESG (Environmental, Social and Governance) practices are linked to financial performance.
  • Trust built during the crisis is a powerful asset but not always sustained.

• Long-term implications:

  • The crisis has accelerated digital transformation.
  • Diversified models and differentiated content will be key to future success.
  • The social contract with the workforce has evolved, with gig workers and freelancers expecting greater support.
  • The industry must understand lasting changes and redefine its role in society.

4. Lasting Implications of the Response

• Consumer behavior:

  • New habits, such as remote learning and streaming entertainment, are likely to persist.
  • The digital shift has increased the importance of online platforms and content accessibility.

• Resilience and trust:

  • Companies that support workers, community, and public health are likely to gain long-term trust.
  • The crisis has created opportunities for the industry to build a more resilient and trusted ecosystem.

• Future focus:

  • The industry must continue supporting society beyond the crisis.
  • Purpose-driven strategies and ethical practices will be essential for long-term success and reputation.

Conclusion

The media, entertainment, and culture industry has demonstrated its ability to adapt and support society during the pandemic. While it has fulfilled its core mission of informing, entertaining, and connecting, it has also taken on new roles in healthcare, education, and community support. The trust built during this time is a valuable asset, but the industry must sustain these efforts and redefine its purpose to build back better. The digital transformation and shift in consumer habits will have lasting effects, requiring the industry to innovate, collaborate, and prioritize social responsibility in the future.