全球主流媒体的传播效果与影响因素分析——基于Twitter平台的数据  

Analysis of Effect and Factors of Global Media——Take Data of Twitter as an Example

作　　者：汤景泰[1] 徐铭亮 Tang Jingtai;Xu Mingliang

机构地区：[1]复旦大学新闻学院 [2]暨南大学新闻与传播学院

出　　处：《新媒体与社会》2023年第2期92-110,共19页New Media and Society

基　　金：国家社会科学基金重点项目“公共危机中的风险沟通与效果评估研究”(批准号:20AXW008);复旦大学新闻学院一流学科项目

摘　　要：全球信息流动语境下的媒介效果一直是国际传播研究的核心问题,但国际传播主阵地移步社交媒体后,回应经典问题所需的方法论与研究设计也需要更新。为了创新基于社交媒体平台的传播效果评估方法,本文采集了全球主流媒体在Twitter(推特)平台上的传播数据,并设计了一套效果评估体系测量其传播效果与影响因素。研究发现,在全球传播系统中,美国和欧洲国家主流媒体依然占据主要地位,而且国家发展程度对于传播效果的预测作用较为显著,国家依然作为核心主体主导着全球传播活动。此外,研究还发现,媒体商业性质、所有权集中程度等差异也会影响传播效果。因此,在国际传播效果评估中,不可将一个国家的媒体简单归为一类,也不可轻易对媒体属性进行扁平化、同质化处理,而是要延续全球传播的多元化研究传统,不仅要考虑文化、语言的多元属性,还要考虑传播主体性质差异所带来的潜在影响。具体到我国主流媒体的国际影响力来看,综合影响力已经有了明显提升,但仍然有较大的发展空间。Media effects in the context of global information flows have always been a central issue in international communication research.With the shift of the main international communication field to social media,the methodologies and research designs needed to respond to the classic questions also need to be updated.In this paper,we collected data on the communication of global mainstream media on the Twitter platform and designed an effect evolution system to measure its communication effects and influencing factors.The study found that the U.S.and European countries still dominate the global communication system,and the degree of national development is still a significant predictor of communication effect,with the state still dominating global communication activities as the central subject.In addition,the study found that differences in the company type and ownership also have an impact on communication effect.Therefore,in the evolution of international communication effects,instead of simply grouping media in one country into one category,or easily flattening and homogenizing media attributes,we should continue the tradition of pluralistic research on global communication,taking into account not only the pluralistic attributes of culture and language,but also the potential impact of differences in the nature of communication subjects.Specifically in terms of the international influence of China's mainstream media,the comprehensive influence has been significantly improved,but there is still more space for development.

关 键 词：国际传播 社交媒体 媒体所有权 

分 类 号：G206[文化科学—传播学]