# Research on Blockchain Technology and Media Industry Applications in the Context of Big Data

Authors: Chen Peng; Zhikun Liu; Fang Wen; Jong-Yoon Lee; Feng Cui
Journal: Wireless Communications and Mobile Computing
 (2022)

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## Abstract

With the everyday use of big data technology, using big data resources effectively has become a key area of research. Media consumption creates enormous amounts of data in people’s digital lives. This data is not only very valuable to the company, but it also presents a number of concerns, including privacy breaches and data exploitation. Along with the continuous improvement of blockchain technology, the rational use of big data resources has become possible. Blockchain technology has expanded from the initial Bitcoin to the financial field and has become more widely used in the legal and media industries. This study catches the actual cases of blockchain technology in the media industry through Qingbo Big Data, analyzes the current global blockchain and media industry’s overall development status and the existing problems, and puts forward corresponding countermeasures to accelerate the integration and development of blockchain and media industry in the context of big data. The results show that the technical features of blockchain can solve the painful problems of copyright risk, algorithmic black box, and weak trust mechanism in the media industry, and the combination of the two can form a new burst of media productivity. The article discusses the broad application prospects of blockchain in the media industry, which is essential for big data and blockchain research. This paper composes the pioneering literature on the blockchain, catches the information on blockchain by keywords, analyzes the application prospect of blockchain in the media industry, and promotes the research and application of blockchain technology.


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## Body

## 1. Introduction

Big data is a large volume of various data that emerges at high velocity. With the development of the global economy, the value of data is being valued. Big data represents a new value resource, and media organizations are striving to use big data analytics to improve their competitiveness [1]. Currently, big data, blockchain, and artificial intelligence are rapidly evolving, and these technologies have significant potential to solve real-world problems that arise in the world. Consequently, big data and blockchain technologies are attracting the attention of both public and private sector investors. The rise of the media industry has resulted in a massive amount of data being generated every day. Analyzing customer needs using data mining and statistical models is a key component of big data analytics, which creates new opportunities for business growth. Big data’s rapid expansion is not without its drawbacks. With the development of Internet technology, the total amount of data is growing explosively [2]. The generation of big data also brings many legal, ethical, and moral problems. In the face of these problems generated by big data, humans cannot deal with the problems that arise in real-time. Data security, privacy protection, and reliability of data sources are the challenges facing big data [3]. As a product of the decentralized concept of the Internet, blockchain follows the egalitarian ideology of modern society. It uses technology to pursue values such as equal trading, open sharing and cooperation, and mutual trust [4]. Blockchain technology was proposed by Satoshi Nakamoto in 2008 and was practically applied to Bitcoin the following year [5]. Technically speaking, blockchain is a decentralized distributed database for replicating, sharing, and synchronizing data distribution in different locations. It has three essential features: first, decentralization. There is no traditional central administrator or central data storage mechanism to avoid expensive transaction costs caused by intermediaries; second, traceability. The whole network records the data of each node of the blockchain, so every data on the chain can be traced and restored, which also uses automatic contracts to achieve self-regulation and incentive; its third, tamper-proof. The universal storage of nodes across the network has no centralized privilege to redact data. In practical applications, blockchain applications have gone through the 1.0 phase of Bitcoin and the 2.0 phase represented by the securities and financial sectors. Currently, blockchain applications are starting to move into phase 3.0 beyond cryptocurrency, finance, and markets, such as smart contracts, reputation systems, news traceability, and value measurement [6]. After experiencing the financial “windfall” with Bitcoin, blockchain technology has great potential to change the media industry. Primarily, blockchain’s technical advantages can be used in media copyright traceability, media community trust, and media information security. Currently, research in the field of big data and blockchain is currently focusing on how specific technologies can be applied to research fields [7]. This includes analyzing the impact of new technologies on the construction of theories, thus analyzing the impact of new technologies on the construction of theories [8] and the exploration of how technologies are changing media and social networks [9]. However, few scholars have analyzed the prospect of blockchain technology’s application to the industry from a data and macro perspective. Therefore, using blockchain technology to integrate with the media industry is a question worthy of study. In this paper, we comb through the literature related to blockchain technology and the media industry and keyword crawling of Internet data using the Qingbo data software to suggest ways to integrate blockchain technology with the media industry. The study has the following main contributions. Firstly, we sorted out the application cases of blockchain and the media industry in the context of big data, which enriched the relevant research on blockchain. Secondly, we explain the prospect of blockchain technology and media industry applications, which helps people understand the possibility and necessity of integrating blockchain and the media industry. Third, it proposes practical ideas for using blockchain technology in the media industry, which is advantageous to the long-term growth of blockchain technology.


### 1.1. Blockchain Technology in the Media Industry Integration Development Bottlenecks and Problems

As a basic application technology, although blockchain technology is still in the primary stage, it has begun to integrate with various aspects of society. As the application of blockchain technology continues to mature, technology companies such as Amazon, Google, IBM, and Adobe have ventured into the application area of combining big data and blockchain to provide customized services for the media and communication industries. The value of big data is becoming increasingly crucial for media development [10]. At present, blockchain technology is mainly applied in the logistics field, public service field, insurance field, and digital copyright-related field, especially the media digital copyright field in the context of big data. Although blockchain technology is still in its infancy, it has already started integrating into different parts of society. Companies like Amazon, Google, IBM, and Adobe have jumped into the application field of merging big data with blockchain to create tailored services for the media and communication sectors as the use of blockchain technology continues to expand. Big data is becoming more important to the evolution of the media industry [10]. Currently, blockchain technology is being used primarily in the areas of logistics, public services, insurance, and digital copyright, particularly in the context of big data in the media copyright industry.As for the media industry, there are dangers such as a crisis of public confidence, difficulties in raising funds, regulatory challenges, and a decline in audience size. Rapid and extensive changes in the media sector have occurred with the introduction of the Internet, particularly the mobile Internet. The old mass media’s air of authority is slowly eroding because of the new problems it has created, such as the loss of user private information and a general lack of public confidence.The emergence of the Internet, especially big data, artificial intelligence, and algorithms has changed the business model of the media industry. First, in the setting of big data, the media industry’s content creation has become to be amateurish on a large scale, for example, media platforms encourage users to create content in order to compete with traditional media, namely, professional content agency. Second, to make matters much worse for broadcasters and content providers, the Internet has destroyed the traditional business model of charging for access to content and then reselling it to other advertisers. Gradually, traditional mass media industries, such as newspapers, TV, and radio, have lower economic and social returns. In the face of big data, people cannot get the news they need in time, and the media industry has lost its voice. Because big data can get people lost in a sea of information through algorithmic techniques, traditional content creators have failed to reap the advantages of the Internet’s fast growth, instead of making information distributors without any content input the greatest profiteers. Bad money pushes good money out of the economy, which appears to have established a societal norm. Secondly, the bitter fruit of business difficulties is the loss of users. Due to lower revenue from content production, the media industry is reluctant to invest too much capital for quality content production, such as a sharp decline in traditional media investigative journalists and no quality content to retain the audience, forming a vicious circle in the long run. On the other hand, the low entry threshold for self-media network information transmission has become simple with the media resources in abundance or even excess background. The emergence of platforms such as Weibo, WeChat, and TikTok has given audiences their voice channels, allowing the general public to create content and publish information, allowing audiences to disseminate information at almost zero cost, lowering the threshold for access to the media industry and significantly reducing the threshold for the commercial realization of content copyright, making the traditional media industry ecosystem shrink.In addition, it is difficult for the government and enterprises to regulate the production and distribution of information. For the current era of information explosion, information overload has complicated the network situation, making rumors, abuse, plagiarism, and other illegal phenomena difficult to quickly regulate and stop at the source, making the “butterfly effect” of small events easy to cause, resulting in emotional mass events, raising the cost of regulation. Blockchain technology is the key to fixing the issue because of the large volume of real-time data [11].In the context of the development of the all-media era, the traditional media industry has been impacted by new media, especially self-media. Despite attempts to reform and change their shortcomings, the media industry has passively catered to the Internet and not complemented its advantages. Although traditional media have also set up integrated media departments, there is no better integration and cooperation among them, and there is even the phenomenon of internal consumption of resources. For example, traditional mass media industries such as newspapers and TV stations have each developed client applications with similar content to complete the transformation task. Although the actual effect is not very satisfactory, the official site’s material is also somewhat outdated. The lack of timely updates on the front page puts the site at danger of losing users and the confidence of its audience.Therefore, the integration between various urban media has not achieved satisfactory results. Whether it is the integration of technology in the production process, the integration of channels in the online migration, or the recent integration of the marketing of “web and radio broadcasting,” there is no lack of highlights but also tricky steps. At present, the media industry generally suffers from the lack of news source screening and hot spot capturing ability, unclear positioning of media-user relationship, and unsatisfactory profit model of media integration.In the Internet context, there are many uncertainties, and information publishers, disseminators, and interpreters are prone to bias problems when encoding and decoding information. In the posttruth era, users no longer rely on mass media to obtain information. Self-media and others take advantage of their own short and flexible nature. They can quickly capture event reports while creating false information that attracts the audience’s attention. Faced with many information sources, big data makes it inevitable for traditional mass media to encounter fake news when collecting data. Particularly during the postepidemic period, many enterprises and readers are prone to misinterpret the information released by the media industry, thus forming undesirable public opinion. Therefore, in the mobile Internet era, the media industry needs to be wary of information misunderstanding if they want to maintain their audience and build their authority.


### 1.2. Possible Integration and Development of Blockchain and Media Industry in the Context of Big Data

Because of the shortcomings of the current media industry and the characteristics of blockchain technology, a new method for the integration and development of the blockchain and media industry under the background of big data is proposed. The technical advantages of blockchain can be used in media copyright traceability, media community trust, and media information security. For example, blockchain can realize the low-cost protection of content copyright in the media field. The use of blockchain technology for news traceability can make the information more authentic and solve the problem that readers cannot trust the news [12]. Blockchain innovative contract technology can complete the video audit at a low cost and high efficiency. Based on blockchain as the underlying technology, video content can be analyzed, and intelligent recommendation and intelligent production system can be built. Blockchain technology and big data technologies can work together to provide new benefits. Due to blockchain data’s inherent tamper-evident nature, it is guaranteed to be genuine and accurate. These data can be used by big data technologies to create persuasive predictions. As a result, the best option is to combine blockchain technology with big data technologies.The prospect of integration between blockchain and the media industry is mainly in the scenes of media source authentication, news release audit, digital copyright protection, paid content subscription, communication effect statistics, user privacy protection, and digital asset management. The media industry can use blockchain technology, such as digital signature and source coding, to confirm content copyright to track the whole process of content creation, distribution, and sale, thus reconstructing the media industry ecosystem, promoting the industry development with content quality, and forming a virtuous cycle of closed-loop.For example, Mijin, a platform developed by Japan’s Tech Bureau, grants fundamental rights to directors, spokespersons, or heads of related organizations. Journalists only have the right to write; journalists’ content cannot be written modified privately, and their writing history can be traced.Therefore, blockchain provides an excellent solution to the copyright dilemma faced by mass media today in the era of Internet communication. Blockchain not only uses digital dissemination (storage), machine verification, and password protection to achieve near-zero trust cost and high protection efficiency but also can be used in the news tracking process to provide technical guarantee for combating fake news, tampering with news, and establishing a healthy public opinion environment [13]. Therefore, the essential qualities of blockchain are likely to be a brand new solution to the core value security problem of the media industry in the Internet era, and the blockchain ecology will also provide a good opportunity for the traditional media industry to get rid of the Internet survival dilemma and achieve upgrading and development.The current media industry is plagued with the phenomenon that the existing regulatory technology cannot solve the infringement of digital assets. The centralized management takes up many resources, and the content providers are easily unable to get their due returns, etc. There are different degrees of problems in the incentive mechanism, rights protection mechanism, and regulatory mechanism. Regulators often can only intervene to deal with incidents after they occur, which is inefficient, reduces people’s trust in the government, and quickly puts them in a disadvantageous position in the online public opinion environment [14].TV, radio, newspapers, and other traditional media industries all have different degrees of problems with the security and practical realization of media communication value in the Internet environment—and this is both a fundamental problem for the realization of media industry value and a real problem that the current traditional media industry has never been able to solve well in the process of media convergence. Blockchain technology is expected to reshape the current media industry environment, help us cross the Internet barriers, create a new industrial ecology, and realize the optimization of our value.Although everyone has a voice channel, it is mainly on the platforms of industry giants such as Tencent, Ali, and TikTok to make profits, and it is impossible to bypass the platforms. With the emergence of blockchain technology, content producers and advertisers can independently conduct intelligent contracts to set prices for content, bypass media platforms, and directly interact with “fans” to obtain bounties and subscription fees. Blockchain technology can trace the source of information and track the whole information process.As the program’s value, producers can get the direct consumption data of users (viewers), and the distributed bookkeeping can protect the credibility of their data. It can also ensure that excellent works get the value they deserve, which is undoubtedly a benign promotion mechanism for the creative market. Moreover, once the blockchain payment mechanism is mature, media communication products will be able to get rid of the control of various forces such as advertisers and realize a pure user market. Media practitioners can focus on product quality. This will be a win-win situation for both creators and consumers. Using blockchain technology to authenticate users with digital identity can effectively solve the problem of unreal and opaque marketing effects, such as brushing up clicks and buying fans. The Internet has caused an unprecedented impact on the core value of the traditional media industry and has also given rise to the emergence of a large number of new media, from today’s headlines to a bit of information, from TikTok to Kwai. Blockchain can help us break the barriers between old and new media development, create a new industrial ecology, and realize the optimization of our value.Although the Internet has solved the freedom and symmetry of information, it is uncompromisingly short regarding information security and value reciprocity. Intruders of information and others can perform malicious activities through technical means, such as stealing users’ private data or attacking servers [15]. The media industry in the era of big data is seriously threatening users’ privacy. In using media software for free, third-party applications or intruders can collect, analyze, and manage large amounts of users’ personal information, and users’ private data are subject to security breaches and data misuse. Blockchain offers a variety of solutions to the challenges facing user data. Users can use blockchain technology to control the display of their personal information [16]. While the Internet allows us to chat freely, it has also laid the hidden danger of disorder and chaos. Trust crisis is also rooted in it. Information security has thus become a vulnerable lamb and has deteriorated further with the advancement of Internet technology. This is the paradox of the inherent DNA of the Internet—and it has created an unfavorable situation for the media industry’s online marketing. Therefore, changes must be made in the underlying logic to change this ecology.Since blockchain can provide transparent and credible reading data, convenient and safe payment, and strong copyright protection, if blockchain technology is integrated with the media industry, the difficulties of selling products in newspapers, TV, and other media industries can be solved—competing on quality and no longer need to look at the network giants. The advantages of the media industry will be able to bloom again. In the face of these phenomena, it is necessary to think about the change in the media industry from the underlying structure. Blockchain technology has significant advantages in copyright protection of media content, user privacy protection, and commercial profitability of resources [17].


### 1.3. The Future Prospects of the Integration of Blockchain and Media Industry in the Context of Big Data

Big data is the means of production, artificial intelligence is the productivity, and blockchain is the production relationship. Blockchain can encrypt big data chronologically in a single chain, thus reducing the consumption rate of gas commands, shortening the analysis time of big data, and ensuring more accurate and effective data in the system [18]. Artificial intelligence can be integrated into the blockchain in the future, which means that the blockchain can regulate the role of productivity in the relations of production [19]. With blockchain, big data can also unleash more energy, allowing data privacy and productive value to be recognized, allowing for better utilization of data. Future industrial upgrading and economic growth in the media business can only be achieved by integrating blockchain, artificial intelligence, big data, and 5G technology.With the maturity of 5G, blockchain, artificial intelligence, and big data technologies, the media industry, as a frontier application field of technology development, has an inherent advantage in resource integration. With the support of the media industry, blockchain can help bring together government, business, and industry in a way that benefits everyone involved, therefore establishing a media industry ecosystem. Blockchain technology will be able to work with other cutting-edge technologies once the ecosystem is in place to help develop the media landscape.In the era of big data, media data is not only a valuable resource but also takes up a lot of storage space. Therefore, the value of media big data can only be shown if it is properly collected and analyzed. In the context of big data, the collection and analysis of media data become very important. In the face of the emergence of social media, the massive amount of data generated at any time has become a resource that people need to use rationally. Therefore, there are several main prospects for the integration and development of blockchain and the media industry in the context of big data as follows.The media business might benefit from blockchain technology. Venture capital learned the value of data from Zynga, which first used big data technology to store user behavior information in 2010. However, the lack of application of new technologies like blockchain has made it difficult to scientifically manage the massive amounts of data in media. As a result, many people find themselves in a situation where they have to evaluate the credibility and authenticity of information that they encounter on social media. By using blockchain to authenticate news, the traditional media can take advantage of its perfect information channels and prevent false information from damaging the media’s reputation by reestablishing consumer trust in its sources.In addition, new media and user relationships can be established using blockchain technology. Using blockchain technology, tokens may be created to compensate people for their participation in the news-producing process. Namely, consumers may be encouraged to engage and have a positive experience through this new media user connection. Chain News Headlines use blockchain technology to provide people the ability to publish, evaluate, and audit material by granting them points.As a result of the industrial use of blockchain technology, advertising and copyright may generate significant revenue. Integrating fragmented value into a quantifiable economy is possible with blockchain technology and media. The copyright value of news snippets increases as they spread, and users may purchase them using the virtual currency of the site they wish to use. Media convergence will find a new source of profit by repurposing content fragments.


## 1.1. Blockchain Technology in the Media Industry Integration Development Bottlenecks and Problems

As a basic application technology, although blockchain technology is still in the primary stage, it has begun to integrate with various aspects of society. As the application of blockchain technology continues to mature, technology companies such as Amazon, Google, IBM, and Adobe have ventured into the application area of combining big data and blockchain to provide customized services for the media and communication industries. The value of big data is becoming increasingly crucial for media development [10]. At present, blockchain technology is mainly applied in the logistics field, public service field, insurance field, and digital copyright-related field, especially the media digital copyright field in the context of big data. Although blockchain technology is still in its infancy, it has already started integrating into different parts of society. Companies like Amazon, Google, IBM, and Adobe have jumped into the application field of merging big data with blockchain to create tailored services for the media and communication sectors as the use of blockchain technology continues to expand. Big data is becoming more important to the evolution of the media industry [10]. Currently, blockchain technology is being used primarily in the areas of logistics, public services, insurance, and digital copyright, particularly in the context of big data in the media copyright industry.As for the media industry, there are dangers such as a crisis of public confidence, difficulties in raising funds, regulatory challenges, and a decline in audience size. Rapid and extensive changes in the media sector have occurred with the introduction of the Internet, particularly the mobile Internet. The old mass media’s air of authority is slowly eroding because of the new problems it has created, such as the loss of user private information and a general lack of public confidence.The emergence of the Internet, especially big data, artificial intelligence, and algorithms has changed the business model of the media industry. First, in the setting of big data, the media industry’s content creation has become to be amateurish on a large scale, for example, media platforms encourage users to create content in order to compete with traditional media, namely, professional content agency. Second, to make matters much worse for broadcasters and content providers, the Internet has destroyed the traditional business model of charging for access to content and then reselling it to other advertisers. Gradually, traditional mass media industries, such as newspapers, TV, and radio, have lower economic and social returns. In the face of big data, people cannot get the news they need in time, and the media industry has lost its voice. Because big data can get people lost in a sea of information through algorithmic techniques, traditional content creators have failed to reap the advantages of the Internet’s fast growth, instead of making information distributors without any content input the greatest profiteers. Bad money pushes good money out of the economy, which appears to have established a societal norm. Secondly, the bitter fruit of business difficulties is the loss of users. Due to lower revenue from content production, the media industry is reluctant to invest too much capital for quality content production, such as a sharp decline in traditional media investigative journalists and no quality content to retain the audience, forming a vicious circle in the long run. On the other hand, the low entry threshold for self-media network information transmission has become simple with the media resources in abundance or even excess background. The emergence of platforms such as Weibo, WeChat, and TikTok has given audiences their voice channels, allowing the general public to create content and publish information, allowing audiences to disseminate information at almost zero cost, lowering the threshold for access to the media industry and significantly reducing the threshold for the commercial realization of content copyright, making the traditional media industry ecosystem shrink.In addition, it is difficult for the government and enterprises to regulate the production and distribution of information. For the current era of information explosion, information overload has complicated the network situation, making rumors, abuse, plagiarism, and other illegal phenomena difficult to quickly regulate and stop at the source, making the “butterfly effect” of small events easy to cause, resulting in emotional mass events, raising the cost of regulation. Blockchain technology is the key to fixing the issue because of the large volume of real-time data [11].In the context of the development of the all-media era, the traditional media industry has been impacted by new media, especially self-media. Despite attempts to reform and change their shortcomings, the media industry has passively catered to the Internet and not complemented its advantages. Although traditional media have also set up integrated media departments, there is no better integration and cooperation among them, and there is even the phenomenon of internal consumption of resources. For example, traditional mass media industries such as newspapers and TV stations have each developed client applications with similar content to complete the transformation task. Although the actual effect is not very satisfactory, the official site’s material is also somewhat outdated. The lack of timely updates on the front page puts the site at danger of losing users and the confidence of its audience.Therefore, the integration between various urban media has not achieved satisfactory results. Whether it is the integration of technology in the production process, the integration of channels in the online migration, or the recent integration of the marketing of “web and radio broadcasting,” there is no lack of highlights but also tricky steps. At present, the media industry generally suffers from the lack of news source screening and hot spot capturing ability, unclear positioning of media-user relationship, and unsatisfactory profit model of media integration.In the Internet context, there are many uncertainties, and information publishers, disseminators, and interpreters are prone to bias problems when encoding and decoding information. In the posttruth era, users no longer rely on mass media to obtain information. Self-media and others take advantage of their own short and flexible nature. They can quickly capture event reports while creating false information that attracts the audience’s attention. Faced with many information sources, big data makes it inevitable for traditional mass media to encounter fake news when collecting data. Particularly during the postepidemic period, many enterprises and readers are prone to misinterpret the information released by the media industry, thus forming undesirable public opinion. Therefore, in the mobile Internet era, the media industry needs to be wary of information misunderstanding if they want to maintain their audience and build their authority.


## 1.2. Possible Integration and Development of Blockchain and Media Industry in the Context of Big Data

Because of the shortcomings of the current media industry and the characteristics of blockchain technology, a new method for the integration and development of the blockchain and media industry under the background of big data is proposed. The technical advantages of blockchain can be used in media copyright traceability, media community trust, and media information security. For example, blockchain can realize the low-cost protection of content copyright in the media field. The use of blockchain technology for news traceability can make the information more authentic and solve the problem that readers cannot trust the news [12]. Blockchain innovative contract technology can complete the video audit at a low cost and high efficiency. Based on blockchain as the underlying technology, video content can be analyzed, and intelligent recommendation and intelligent production system can be built. Blockchain technology and big data technologies can work together to provide new benefits. Due to blockchain data’s inherent tamper-evident nature, it is guaranteed to be genuine and accurate. These data can be used by big data technologies to create persuasive predictions. As a result, the best option is to combine blockchain technology with big data technologies.The prospect of integration between blockchain and the media industry is mainly in the scenes of media source authentication, news release audit, digital copyright protection, paid content subscription, communication effect statistics, user privacy protection, and digital asset management. The media industry can use blockchain technology, such as digital signature and source coding, to confirm content copyright to track the whole process of content creation, distribution, and sale, thus reconstructing the media industry ecosystem, promoting the industry development with content quality, and forming a virtuous cycle of closed-loop.For example, Mijin, a platform developed by Japan’s Tech Bureau, grants fundamental rights to directors, spokespersons, or heads of related organizations. Journalists only have the right to write; journalists’ content cannot be written modified privately, and their writing history can be traced.Therefore, blockchain provides an excellent solution to the copyright dilemma faced by mass media today in the era of Internet communication. Blockchain not only uses digital dissemination (storage), machine verification, and password protection to achieve near-zero trust cost and high protection efficiency but also can be used in the news tracking process to provide technical guarantee for combating fake news, tampering with news, and establishing a healthy public opinion environment [13]. Therefore, the essential qualities of blockchain are likely to be a brand new solution to the core value security problem of the media industry in the Internet era, and the blockchain ecology will also provide a good opportunity for the traditional media industry to get rid of the Internet survival dilemma and achieve upgrading and development.The current media industry is plagued with the phenomenon that the existing regulatory technology cannot solve the infringement of digital assets. The centralized management takes up many resources, and the content providers are easily unable to get their due returns, etc. There are different degrees of problems in the incentive mechanism, rights protection mechanism, and regulatory mechanism. Regulators often can only intervene to deal with incidents after they occur, which is inefficient, reduces people’s trust in the government, and quickly puts them in a disadvantageous position in the online public opinion environment [14].TV, radio, newspapers, and other traditional media industries all have different degrees of problems with the security and practical realization of media communication value in the Internet environment—and this is both a fundamental problem for the realization of media industry value and a real problem that the current traditional media industry has never been able to solve well in the process of media convergence. Blockchain technology is expected to reshape the current media industry environment, help us cross the Internet barriers, create a new industrial ecology, and realize the optimization of our value.Although everyone has a voice channel, it is mainly on the platforms of industry giants such as Tencent, Ali, and TikTok to make profits, and it is impossible to bypass the platforms. With the emergence of blockchain technology, content producers and advertisers can independently conduct intelligent contracts to set prices for content, bypass media platforms, and directly interact with “fans” to obtain bounties and subscription fees. Blockchain technology can trace the source of information and track the whole information process.As the program’s value, producers can get the direct consumption data of users (viewers), and the distributed bookkeeping can protect the credibility of their data. It can also ensure that excellent works get the value they deserve, which is undoubtedly a benign promotion mechanism for the creative market. Moreover, once the blockchain payment mechanism is mature, media communication products will be able to get rid of the control of various forces such as advertisers and realize a pure user market. Media practitioners can focus on product quality. This will be a win-win situation for both creators and consumers. Using blockchain technology to authenticate users with digital identity can effectively solve the problem of unreal and opaque marketing effects, such as brushing up clicks and buying fans. The Internet has caused an unprecedented impact on the core value of the traditional media industry and has also given rise to the emergence of a large number of new media, from today’s headlines to a bit of information, from TikTok to Kwai. Blockchain can help us break the barriers between old and new media development, create a new industrial ecology, and realize the optimization of our value.Although the Internet has solved the freedom and symmetry of information, it is uncompromisingly short regarding information security and value reciprocity. Intruders of information and others can perform malicious activities through technical means, such as stealing users’ private data or attacking servers [15]. The media industry in the era of big data is seriously threatening users’ privacy. In using media software for free, third-party applications or intruders can collect, analyze, and manage large amounts of users’ personal information, and users’ private data are subject to security breaches and data misuse. Blockchain offers a variety of solutions to the challenges facing user data. Users can use blockchain technology to control the display of their personal information [16]. While the Internet allows us to chat freely, it has also laid the hidden danger of disorder and chaos. Trust crisis is also rooted in it. Information security has thus become a vulnerable lamb and has deteriorated further with the advancement of Internet technology. This is the paradox of the inherent DNA of the Internet—and it has created an unfavorable situation for the media industry’s online marketing. Therefore, changes must be made in the underlying logic to change this ecology.Since blockchain can provide transparent and credible reading data, convenient and safe payment, and strong copyright protection, if blockchain technology is integrated with the media industry, the difficulties of selling products in newspapers, TV, and other media industries can be solved—competing on quality and no longer need to look at the network giants. The advantages of the media industry will be able to bloom again. In the face of these phenomena, it is necessary to think about the change in the media industry from the underlying structure. Blockchain technology has significant advantages in copyright protection of media content, user privacy protection, and commercial profitability of resources [17].


## 1.3. The Future Prospects of the Integration of Blockchain and Media Industry in the Context of Big Data

Big data is the means of production, artificial intelligence is the productivity, and blockchain is the production relationship. Blockchain can encrypt big data chronologically in a single chain, thus reducing the consumption rate of gas commands, shortening the analysis time of big data, and ensuring more accurate and effective data in the system [18]. Artificial intelligence can be integrated into the blockchain in the future, which means that the blockchain can regulate the role of productivity in the relations of production [19]. With blockchain, big data can also unleash more energy, allowing data privacy and productive value to be recognized, allowing for better utilization of data. Future industrial upgrading and economic growth in the media business can only be achieved by integrating blockchain, artificial intelligence, big data, and 5G technology.With the maturity of 5G, blockchain, artificial intelligence, and big data technologies, the media industry, as a frontier application field of technology development, has an inherent advantage in resource integration. With the support of the media industry, blockchain can help bring together government, business, and industry in a way that benefits everyone involved, therefore establishing a media industry ecosystem. Blockchain technology will be able to work with other cutting-edge technologies once the ecosystem is in place to help develop the media landscape.In the era of big data, media data is not only a valuable resource but also takes up a lot of storage space. Therefore, the value of media big data can only be shown if it is properly collected and analyzed. In the context of big data, the collection and analysis of media data become very important. In the face of the emergence of social media, the massive amount of data generated at any time has become a resource that people need to use rationally. Therefore, there are several main prospects for the integration and development of blockchain and the media industry in the context of big data as follows.The media business might benefit from blockchain technology. Venture capital learned the value of data from Zynga, which first used big data technology to store user behavior information in 2010. However, the lack of application of new technologies like blockchain has made it difficult to scientifically manage the massive amounts of data in media. As a result, many people find themselves in a situation where they have to evaluate the credibility and authenticity of information that they encounter on social media. By using blockchain to authenticate news, the traditional media can take advantage of its perfect information channels and prevent false information from damaging the media’s reputation by reestablishing consumer trust in its sources.In addition, new media and user relationships can be established using blockchain technology. Using blockchain technology, tokens may be created to compensate people for their participation in the news-producing process. Namely, consumers may be encouraged to engage and have a positive experience through this new media user connection. Chain News Headlines use blockchain technology to provide people the ability to publish, evaluate, and audit material by granting them points.As a result of the industrial use of blockchain technology, advertising and copyright may generate significant revenue. Integrating fragmented value into a quantifiable economy is possible with blockchain technology and media. The copyright value of news snippets increases as they spread, and users may purchase them using the virtual currency of the site they wish to use. Media convergence will find a new source of profit by repurposing content fragments.


## 2. Methodology

Blockchain is decentralized, open, tamper-proof, and traceable [20]. At present, blockchain application is still in the primary development stage. According to the search of big data of the whole network conducted by the Qingbo Public Opinion System, from July 09, 2021, to October 06, 2021, 2,661,249 pieces of relevant information were monitored under the program “blockchain.” Weibo has the most significant proportion, with 851,731 articles, accounting for 34.61%; the main reports are concentrated on several important sites such as Weibo, WeChat, Tencent News, TikTok, and http://QQ.com/. We combed through the current blockchain and media industry application cases in the context of big data.


### 2.1. China Blockchain and Media Industry Integration Application

China is a country in the world where blockchain is more widely used. Currently, there are three main areas of blockchain integration in the media industry in China. In digital copyright protection, the tamper-proof feature of blockchain technology can be used to authenticate digital copyright works and prove the actual owners of text, audio, and video, thus ensuring the authenticity and uniqueness of their ownership. The digital copyright data in the media industry is extensive in volume, and it is not easy to trace the source. After the works are authenticated through blockchain technology, it can carry out dynamic tracking and full-cycle real-time recording. It can be used as a technical means of electronic forensics for judicial organs in property disputes [21].In addition, blockchain technology can also enable advertisers and content producers to establish intelligent contracts. For example, when the two agree to pay when the amount of video playback reaches a certain amount, when the effect reaches, without manual operation, blockchain technology can automatically allocate funds to content producers through the intermediate platform signed by smart contracts, which solves the problem of trust between advertisers and content producers and avoids conflicts and disputes [22]. This is also a more common blockchain application in the media industry in the context of big data, avoiding the waste of resources and inefficiency of manual review.Blockchain can also play a key role in public opinion analysis, risk research, and judgment of big data. Tracing the source of massive information and identifying the initial publisher, disseminator, actor, and imitator of the information can significantly avoid the emergence of adverse events such as rumors and fully minimize the risk of a public opinion crisis [23].The current cases of integration of blockchain technology and the media industry in the context of big data are mainly as follows:(1)
Hangzhou Metropolis Express uses blockchain to confirm the copyright. The Hangzhou Metropolis Daily needs to produce a large amount of news every day, and the original news content produced will be blockchain processed through Digital Qin Technology Co. Blockchain technology can automatically capture the program to solidify the infringing pages and webpage source code and reduce the cost of proving the authenticity of electronic evidence through blockchain technology, thus effectively replacing the notary function of notary institutions(2)
The Tianya Community, launched on August 8, 2018, is a blockchain technology-based news community. The media ecosystem is built through the “creation mining” and “voting mining” programs, through the audience to produce and sell media content, dissemination and appreciation, and benefit from it(3)
The copyright alliance chain development project developed by the China Copyright Protection Center in cooperation with Sina and Xunlei, etc., adds a unique “ID number” to digital works by assigning a unique digital copyright mark to them and using the technical characteristics of blockchain technology that cannot be tampered with


### 2.2. The Integration and Application of International Blockchain to the Media Industry

In the era of big data and the face of massive information resources, the international application of blockchain and media industry integration has come out of the primary stage of tool use and started to move towards the community and ecological stage. Establishing news communities, copyright protection, and advertising registration systems through blockchain technology has been initially profitable for development companies. Through literature combing and web-wide search, three typical cases were screened out.(1)
News Civil Community, founded in 2017, uses blockchain technology to ensure the authenticity of each publisher’s identity, thus hoping to establish a decentralized and trustworthy “news community”(2)
Po.et is a company that uses blockchain technology for copyright protection. This company can use blockchain to prove publishers’ original identity and realize cash based on copyright confirmation(3)
ACR Advertising Chain Registration System. This system can authenticate advertisements on the chain and protect original advertisements by authenticating their originality to avoid theft and imitationThe general blockchain application in big data is still in the early development stage, mainly applied in the financial sector. However, there is no more actual progress and benefit in the industry, and it is still at the stage of industry-academia exploration. There are significant gaps and deficiencies in talents, resources, and technologies. Therefore, the government and the industry need to start planning from the top-level design and develop relevant standards for the industry as shown in Figure1.Figure 1
“Blockchain” hot information trend chart.


## 2.1. China Blockchain and Media Industry Integration Application

China is a country in the world where blockchain is more widely used. Currently, there are three main areas of blockchain integration in the media industry in China. In digital copyright protection, the tamper-proof feature of blockchain technology can be used to authenticate digital copyright works and prove the actual owners of text, audio, and video, thus ensuring the authenticity and uniqueness of their ownership. The digital copyright data in the media industry is extensive in volume, and it is not easy to trace the source. After the works are authenticated through blockchain technology, it can carry out dynamic tracking and full-cycle real-time recording. It can be used as a technical means of electronic forensics for judicial organs in property disputes [21].In addition, blockchain technology can also enable advertisers and content producers to establish intelligent contracts. For example, when the two agree to pay when the amount of video playback reaches a certain amount, when the effect reaches, without manual operation, blockchain technology can automatically allocate funds to content producers through the intermediate platform signed by smart contracts, which solves the problem of trust between advertisers and content producers and avoids conflicts and disputes [22]. This is also a more common blockchain application in the media industry in the context of big data, avoiding the waste of resources and inefficiency of manual review.Blockchain can also play a key role in public opinion analysis, risk research, and judgment of big data. Tracing the source of massive information and identifying the initial publisher, disseminator, actor, and imitator of the information can significantly avoid the emergence of adverse events such as rumors and fully minimize the risk of a public opinion crisis [23].The current cases of integration of blockchain technology and the media industry in the context of big data are mainly as follows:(1)
Hangzhou Metropolis Express uses blockchain to confirm the copyright. The Hangzhou Metropolis Daily needs to produce a large amount of news every day, and the original news content produced will be blockchain processed through Digital Qin Technology Co. Blockchain technology can automatically capture the program to solidify the infringing pages and webpage source code and reduce the cost of proving the authenticity of electronic evidence through blockchain technology, thus effectively replacing the notary function of notary institutions(2)
The Tianya Community, launched on August 8, 2018, is a blockchain technology-based news community. The media ecosystem is built through the “creation mining” and “voting mining” programs, through the audience to produce and sell media content, dissemination and appreciation, and benefit from it(3)
The copyright alliance chain development project developed by the China Copyright Protection Center in cooperation with Sina and Xunlei, etc., adds a unique “ID number” to digital works by assigning a unique digital copyright mark to them and using the technical characteristics of blockchain technology that cannot be tampered with


## 2.2. The Integration and Application of International Blockchain to the Media Industry

In the era of big data and the face of massive information resources, the international application of blockchain and media industry integration has come out of the primary stage of tool use and started to move towards the community and ecological stage. Establishing news communities, copyright protection, and advertising registration systems through blockchain technology has been initially profitable for development companies. Through literature combing and web-wide search, three typical cases were screened out.(1)
News Civil Community, founded in 2017, uses blockchain technology to ensure the authenticity of each publisher’s identity, thus hoping to establish a decentralized and trustworthy “news community”(2)
Po.et is a company that uses blockchain technology for copyright protection. This company can use blockchain to prove publishers’ original identity and realize cash based on copyright confirmation(3)
ACR Advertising Chain Registration System. This system can authenticate advertisements on the chain and protect original advertisements by authenticating their originality to avoid theft and imitationThe general blockchain application in big data is still in the early development stage, mainly applied in the financial sector. However, there is no more actual progress and benefit in the industry, and it is still at the stage of industry-academia exploration. There are significant gaps and deficiencies in talents, resources, and technologies. Therefore, the government and the industry need to start planning from the top-level design and develop relevant standards for the industry as shown in Figure1.Figure 1
“Blockchain” hot information trend chart.


## 3. Results and Discussion

Qingbo Big Data crawled the keywords of “blockchain.” The results show that, from the trend graph of blockchain hot information, there are most discussions on blockchain technology and media industry in microblogs and the WeChat platform, and most minor discussions on blockchain and media industry in radio, TV, and newspaper. In other words, there are fewer discussions and fewer hot discussions on the integration of blockchain in traditional media. This also reflects that traditional media do not know much about the application of blockchain technology. On the other hand, there are more discussions on blockchain technology on social media such as Weibo and WeChat, which also aligns with people’s perception of blockchain technology applications. As a social media platform, people are often more eager to pursue the authenticity of information when facing a massive amount of information, so they are more eager to apply blockchain technology. Blockchain technology is tamer for traditional media such as newspapers, radio, and television because the information source channels and information release are more controllable. According to the word cloud analysis, the word “blockchain” appeared most frequently at 1153,221 times, followed by “technology” at 775,357 times. “Data” and “digital” are also keywords that appear more frequently. Blockchain technology needs to be integrated with other technologies to maximize its value. As a distributed ledger technology, blockchain technology is closely related to the development of technology, and data is the carrier of blockchain. Blockchain technology must be widely used in the media industry and other fields. To maximize its value, it must complement big data, cloud computing, and artificial intelligence. Therefore, blockchain technology is often associated with terms like data, tech, media, and artificial intelligence because of this. At this point, blockchain technology is still in its infancy, but it offers a wide range of potential applications that are still to be explored.


## 4. Conclusion

In this paper, we study the application scenarios of blockchain technology and the media industry in the context of big data and analyze the application of blockchain technology through literature combing and data crawling. With the help of big data, we take a look at how blockchain technology may be used to the media industry. Blockchain technology, big data, and artificial intelligence are all explored in relation to the media industry. The results show that blockchain technology has comprehensive application value in the media industry. Blockchain technology is used in digital copyright protection to ensure the authenticity of information and work ownership by authenticating news and digital copyrights. Secondly, blockchain technology also enables content creators and sponsors to create intelligent contracts, which solves the trust issues between users and avoids conflicts and disputes. Blockchain technology eliminates the need for third-party supervision of transactions because it cannot tamper with the data, ensuring data integrity [24]. In addition, blockchain technology can identify the publisher and disseminator of information through the traceability of big data to avoid the risk of public opinion. By employing blockchain technology to ensure data integrity, media companies may utilize big data to better forecast user behavior, which opens up new opportunities for growth in the media business.However, there are challenges in the application of blockchain technology. There is a lot of strain on computation and storage as the number of transactions grows due to the usage of distributed ledger technology, such as in blockchain. The computational load of processing data will increase considerably [25]. Although data security and privacy are provided through decentralized nodes, false alteration of data occurs once a user tampers with more than 50% of the data [26]. In the future, blockchain technology can be upgraded to a design compatible with big data when applied in the media industry [27]. By applying access control to big data in real-time and adding procedures such as identity verification, blockchain technology can be combined with big data to give more powerful advantages. Dimensionality reduction strategies may also be utilized to lessen the complexity of algorithm training and the workload of machine learning when faced with the weight of large data on data storage and computing [2]. Scalable and intelligent blockchain technologies may be developed by combining them with other technologies such as 5G, cloud computing, and AI [28]. Although blockchain technology still faces some challenges, we have contributed to the research of blockchain technology by identifying the broad application prospects of blockchain in the media industry through literature combing and data and pointing out the future development direction of blockchain technology.



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*Source: 3038436-2022-04-28.xml*