"科学发展观与媒介化社会构建"系列报告之二我国受众的媒介角色认知与评价

受众对于媒介角色的认知及其评介是科学建构媒介化社会的重要参照.调查显示,受众对于媒介促进精神文明、物质文明建设等方面的作用趋于赞同,而不同层次的受众对于媒介的可信度和媒介能否解决现实问题的认知情况并不明朗.对于媒介在和谐社会构建中的角色承担,受众对不同的领域有不同的评价,也为信息传播与媒介发展提供了需要解决的一些领域.     

Using Technological Attributes to Study Online Media: The Case of User-Generated Content

This study offers empirical evidence of Mix-of-Attributes (MOA) approach's analytical benefits, and illustrates how the MOA approach can be utilized. The study begins by content analyzing the most popular Web sites containing political user-generated content (UGC) and documenting presence of search efficiency, customizability, manipulability, participation cost reduction, and community orientation technological attributes. A cluster analysis is then used to develop classification of political UGC Web sites based on their attribute scores. The conventional and the attribute-based classifications of UGC are shown to be different, providing evidence of the MOA approach's usefulness. Theory-building implications of the attributes, the attribute-based classification, and the MOA approach are discussed.     

网络时代的媒介与受众

一、受众对传统媒介的疏离 众所周知,很长时间(至少是20世纪下半叶)以来,传统大众媒介、尤其是电视在整个世界范围内的发展方向,始终是扩张——即获得越来越多的受众,堪称欣欣向荣。但最近,事态开始朝相反方向演变。有数据显示,从1955年到1985年的30年间,美国受众对电视的接触时间量一直呈现增长趋势(从每天每户平均不到5小时发展为超过7小时)。但是,     

受众参与的深入与媒体活动的勃兴——从传播学角度分析传媒大型活动的兴起

据不完全统计,2006年仅我国电视举办的各类大大小小的活动就达200多项,其中选秀类节目有49个。[1]本文从传播学的角度,选取受众参与媒体的逐渐深入为切入点,对目前媒体(特别是广电媒体)大型活动的勃兴进行传播理论分析。     

"科学发展观与媒介化社会构建"系列报告之一我国受众的媒介占有与接触情况

我国新闻媒介迎来了前所未有的发展高峰,不仅仅成为人们获取信息的最快捷便利手段,更是人们生活众不可缺少的东西,深刻地影响着人们的生活.本报告通过对受众占有、接触媒介的情况调查,分析媒介发展与经济的关系,不同媒介的受众占有量和接触程度差别,及其受众接触媒介的动机等问题.     

Watching TV Series with Horror Content: Audience Attributes,Motivations, Involvement and Enjoyment

This study is the first to explore the motivational, cognitive, affective, and personality factors that influence the enjoyment of and exposure to TV series with horror content. The most-watched TV series identified by 411 study participants were examined in the study. Results indicate that personality traits significantly predict cognitive and affective involvement with these programs and viewing motivations. Viewing motivations significantly influence viewers’ cognitive and affective involvement with these TV series as well as their viewing enjoyment and frequency. While positive affect and negative affect are significant predictors of viewing enjoyment, viewing enjoyment has a positive effect on viewing frequency.     

Influences on TV Viewing and Online User-shared Video Use: Demographics,Generations, Contextual Age,Media Use,Motivations, and Audience Activity

People are increasingly viewing, providing, and recommending video content through the Internet. Applying the uses and gratifications framework, along with contextual age and generational theory, this study identifies and compares motivations for, and their influence on, traditional TV viewing and online user-shared video use among a U.S. sample of adult Internet users. Further, this study explores the form and role of audience activity through online user-shared video recommendations (type, channel, and social relation). Overall, the basic U&G motivations also apply to the new online media world, but differ in levels and influence.     

Audience Measurement and Media Fragmentation: Revisiting the Monopoly Question

Many studies have examined contests between audience measurement systems in media markets. These suggest that the audience measurement industry is a natural monopoly. This study revisits the question with a novel approach by investigating a market at a time when two measurement services provided data. Executives were interviewed in the Indian television market on how they used information available from two competing ratings services. Although market participants recognized only one system (TAM, which provided weekly ratings) as the currency for trading advertising time, many used the second system (aMAP, an overnight ratings service) selectively for improving network performance. Therefore, fragmented markets can support multiple systems if they serve distinct institutional interests.     

Effects of Media Use on Audience Framing and Support for Welfare

In this study, I examined cognitive structures consisting of frames that people used in the open-ended responses to a survey question about cuts in welfare benefits. The study shows that patterns of individuals' entertainment and news media use are important sources of frames that people adopt in thinking about an important public issue. In turn, those frames partly derived from the media shape the public's policy preferences beyond controls for individuals' social location, ideology, interpersonal communication, and knowledge. Frames that are related to particular patterns of media use (e.g., increase in differences between poor and rich, need for specific approaches, some will go hungry) have power to alter even deep, ideologically motivated welfare preferences. However, the results suggest that the media's most important role may be in spreading out the field of thinkable solutions to public problems rather than making any particular position dominant in policy decision making.     

重新认识受众需求及其对制定媒介策略的影响

信息交流、媒介概念的出现也同时造就了“受众”。受众的认知心理程序一直影响着传播的策略及效果。今天的受众是谁?受众是怎样接受信息的?受众在信息传播中的位置在哪里?媒介的革命给受众     

媒介自律和受众注意力互动关系的经济学分析

本文从经济学视角解读了媒介自律和受众对媒介产品的注意力,媒介自律和消费的交叉弹性,媒介自律和受众效应最大化,媒介自律和媒介机构收益最大化的互动关系。     

我国广播电视对农传播的媒介赋权与价值考量

在我国城乡二元结构的现实国情下,农村受众应当成为大众传媒关照的重点群体,在传播场域中为其留出足够的传播空间,并给予足够的关照.文章以拉斯韦尔的"5W"为分析角度,借助公共经济学、受众研究等研究范式,着重分析我国当前对农传播遭遇的现实困境,探究广播电视对农传播在价值循环过程中的尴尬,廓清在我国特殊的媒介政策环境下,大众传媒在对农传播过程中的媒介赋权不足及传播价值失衡现象.     

The Next Generation Platform: Comparing Audience Registration and Participation in Digital Sound Media

Some radio stations emulate mainstream formats in an effort to attract “niche” audiences, characterized by cultural determinants such as language or religion. This study analyzed stations that follow religious music subgenre formats. The most prominent religious music format. Southern Gospel, along with Country Religious and Black Gospel, was found almost exclusively in the Southern region of the U.S. The majority of stations that featured these formats were AM. In contrast, Worship, Soft Rock, and Rock format emulations were broadcast primarily on FM, with Soft Rock formats most evenly distributed around the country. Religious Rock formatted stations gave significantly greater emphasis to promotion and lowest emphasis to ministry. Findings suggest that niche formats' success in appealing to identifiable cultural groups may rest on the effectiveness of station promotion to the intended audiences.     

区别经营性媒体与公益性媒体的合理性分析

媒体活动所产生的经济利益和社会利益皆为矢量,其和为综合利益。根据媒体经济利益与社会利益间的位置关系,综合利益可分为两类:综合利益有效与综合利益无效。应对外部性和无谓损失的措施可以实现对综合利益有效的追求。将经营型媒体交给市场,将公益性媒体交给政府,应为新一轮媒体管理改革的逻辑起点。     

新媒体与受众习惯的互动关系

20世纪的大众传媒竞技场上,新的媒体不断出现,原有的媒体不断受到挑战。在接触新媒体的过程中,受众接收信息的习惯也在不断改变,而受众的接收习惯又是各种媒体在相互竞争中十分关注的问题。因特网作为连接全世界各种计算机和计算机网     

Predictors of Social Television Viewing: How Perceived Program,Media, and Audience Characteristics Affect Social Engagement With Television Programming

This study investigated social television viewing by introducing the social engagement construct. Three categories of factors, television program related perceptions, social media characteristics, and audience attributes, were proposed to predict the social engagement experience. This investigation tested 10 audience motives for using social media to engage with television content. It was found that social engagement is a complex process driven by multiple factors, particularly, program-related variables such as affinity, involvement, and genre preferences, as well as individuals' innovativeness trait.     

档案信息互动的在线传播媒介与内容分析

[目的]获取当前档案信息互动现状,为档案部门提升档案利用水平提供参考依据。[方法]以49个副省级以上档案机构为调查对象,统计分析档案网站、微博和微信公众号三种在线传播媒介的互动情况,并构建互动数据集,利用文本分析技术获取档案网站互动内容的真实交互主题。[结果]在传播媒介方面,不同媒介的互动特点存在显著差异,网站媒介发展平稳,体现出双向交流的沟通者作用,微博和微信媒介的互动分别处于下降和上升态势,扮演了档案信息的播报者和宣传者角色。在传播内容方面,典型互动主题可分为个人发展类、业务指导类和查询借阅类三大主题。[结论]档案网站是档案用户与管理机构之间双向互动的最重要媒介,对互动内容的文本分析有助于发现真实的用户需求。     

The Impact of Network Size and Financial Incentives on Adoption and Participation in New Online Communities

The success of online communities depends heavily on the providers' abilities to motivate potential users to adopt the service and to actively participate. Because research in this field of media economics is rare, especially with regard to newly established communities, this study analyzes what drives community adoption and how direct and indirect financial incentives influence user participation. Extending Ajzen's (1991) Theory of Planned Behavior, this article shows, in 2 empirical studies, that network size significantly affects adoption in newly established communities. The results of the first study indicate a strong effect of indirect financial incentives (saving money) on the intention to adopt. The second study indicates that direct financial incentives (earning money) may well help increase the network's size without altering user motivation through crowding-out effects. It is interesting to note that the presence of direct financial incentives attracts new users, but it does not increase usage.     

在线信息咨询服务与研究述评

通过对网上参考咨询服务起源的分析,阐述了国内高校图书馆和公共图书馆在线信息咨询的概况,并就图书馆在线信息咨询的服务模式、系统和技术、人员配置、服务质量评价及发展趋势等方面的研究进行了概括、分析。参考文献47。