BuzzFeed的社会化传播研究

发布时间：2018-05-17 00:25

本文选题：社交媒体 + 社会化分享　；参考：《南京师范大学》2017年硕士论文

【摘要】：社交媒体的出现给新闻业带来了革命性的改变。一方面,社交媒体为受众提供了新闻接触的另一入口,且随着受众对社交媒体黏性的增强以及移动技术的发展,新闻入口的移动社交化趋势加深;另一方面,社交媒体的开放性与互动性渗透进新闻业,影响着新闻生产与传播方式。在这种语境下,无论是美国老牌的传统媒体、网站还是新兴的数字新闻媒体无不启动了或深或浅社会化传播的尝试。而在这场社交媒体革命下的新闻业变革中,BuzzFeed作为一家纯数字新闻媒体,在社交媒体上的信息传播以及基于社交文化的传播理念上可以说是开创性的。近两年来,BuzzFeed在互联网,尤其是在社交媒体中的病毒式传播现象层出不穷,甚至蔓延到中国网络,例如“裙子颜色之争”、“橘子哥”等。BuzzFeed以有别于传统的新闻生产方式及理念被称为美国新闻业的颠覆者。本文首先在绪论中从美国新闻业移动社交化趋势加深的现状切入,引出BuzzFeed在社交网络中的媒体布局;其次在国内外研究综述中,对本文的两大核心概念——社交媒体、社会化传播——进行规范与阐释。本文在第二章、第三章和第四章分别从BuzzFeed的社会化传播理念、传播内容以及传播路径三大维度对BuzzFeed在社交媒体平台上,以社会化分享理念为核心的社会化传播进行研究。在第二章BuzzFeed社会化传播理念的革新中,本文提出受众的社交需求日益显著,社会化分享取代搜索,BuzzFeed以分享性为核心重构新闻价值,这样的理念革新也直接呈现在BuzzFeed的网站页面结构之中。在第三章BuzzFeed社会化传播内容的升级中,本文提出BuzzFeed以技术和数据为核心,为差异化的社交媒体定制精确内容;同时还分别对BuzzFeed的清单体、原生广告与视频业务进行分析研究;此外还对BuzzFeed内容文本的易读性做质化分析,其文章的短小精悍、通俗易懂、多配图等特征使其在社交媒体中具有较大的传播优势。在第四章BuzzFeed社会化传播路径的优化中,本文通过BuzzFeed与同类数字新闻媒体的对比分析,以及对其本身的社交团队建设的研究,提出BuzzFeed以技术创新为核心的传播路径监控,围绕核心技术pound,分析其量化传播效果并优化传播路径的方法。此外还以Buzzbot聊天机器人和“裙子颜色之争”两大传播事件为例分别阐释BuzzFeed在内容生产和传播流程中如何实现社交用户的卷入式参与。本文揭示了 BuzzFeed在社交媒体语境中如何革新传播范式,形成受众、社交媒体与新闻业三者的深度卷入与交融态势,并在研究所得的基础上在第五章中对BuzzFeed的社会化传播进行总结反思:指出BuzzFeed在用户和技术的双重导向下重塑传播价值,并探讨聚合新闻的生产方式等争议性问题。
[Abstract]:The emergence of social media has revolutionized journalism. On the one hand, social media provides the audience with another access to news, and as the audience becomes more sticky to social media and the development of mobile technology, the trend of mobile socializing of news portal deepens; on the other hand, The openness and interactivity of social media permeate the news industry and affect the way of news production and dissemination. In this context, both American traditional media, websites and new digital news media have all started the attempt of deep or shallow social communication. BuzzFeed, as a pure digital news media, is groundbreaking in the social media information dissemination and the social culture-based communication concept. In the last two years, BuzzFeed has been spreading through the Internet, especially on social media, and has spread to the Chinese Internet, such as the "skirt color contest." BuzzFeed is known as the subversive of American journalism as opposed to traditional news production and ideas. In the introduction of this paper, from the current situation of the deepening trend of mobile social networking in American journalism, the media layout of BuzzFeed in social networks is introduced. Secondly, in the review of domestic and foreign research, the two core concepts of this paper, social media, are introduced. Social communication-to standardize and interpret. In the second chapter, the third chapter and the fourth chapter respectively from the BuzzFeed's social communication idea, the dissemination content and the dissemination path three dimensions carries on the research to the BuzzFeed in the social media platform, regarding the social sharing idea as the core social communication. In the second chapter, in the innovation of the social communication concept of BuzzFeed, this paper points out that the social demand of the audience is becoming more and more obvious, and social sharing is replacing the search and reconstructing the news value with the sharing as the core. This kind of idea innovation also presents directly in the BuzzFeed website page structure. In the third chapter, in the upgrading of BuzzFeed social communication content, this paper proposes that BuzzFeed customizes precise content for differentiated social media with technology and data as the core, at the same time, analyzes and studies BuzzFeed's listing, native advertising and video services, respectively. In addition, it also makes qualitative analysis of the readability of BuzzFeed content texts. Its short, easy to understand and multi-matching features make it have a great advantage in social media communication. In the fourth chapter, through the comparative analysis between BuzzFeed and similar digital news media, and the research of its own social team construction, this paper puts forward the communication path monitoring based on technology innovation in BuzzFeed. Around the core technology pound. the method of quantifying propagation effect and optimizing propagation path is analyzed. In addition, the Buzzbot chat robot and the "skirt color contention" are taken as examples to illustrate how BuzzFeed realizes the involvement of social users in the process of content production and dissemination. This paper reveals how BuzzFeed, in the context of social media, innovates its communication paradigm and forms a situation in which the audience, social media and journalism are deeply involved in and intermingled with each other. On the basis of the research, the author summarizes and reflects on the socialized communication of BuzzFeed in the fifth chapter: it points out that BuzzFeed reinvents the communication value under the dual guidance of user and technology, and probes into the controversial issues such as the mode of production of aggregate news.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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