移动短视频新闻用户认知效果的比较实验研究  

Text News or Mobile Short Video News:Study on Users Cognitive Effects of Mobile Short Video News from Communication Medium,Form and Content Based on a Comparative Experiment with Text News

作　　者：王朝阳 魏杰杰[2] Wang Chaoyang;Wei Jiejie(Wuhan University)

机构地区：[1]武汉大学媒体发展研究中心,湖北武汉430072 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《新闻与传播评论》2021年第1期13-25,共13页Journalism & Communication Review

基　　金：湖北省新闻传播能力建设课题(HBXCYB1803);中央高校基本科研业务费专项资金项目(人文社会科学)(413000023)。

摘　　要：在新媒体传播时代,移动短视频新闻成为一种新型的新闻信息传播方式,对用户认知效果产生一定的影响。研究通过控制实验法将移动短视频新闻与文字新闻进行比较分析,在信息传播理论的支撑下从传播介质、传播形式和传播内容的编排方式角度探究二者认知效果的差异。研究还对实验对象进行访谈,考察传播内容编排方式对用户长期记忆的影响。研究有3个发现:第一,信息传播过程中,视听双通道传播对传播效果影响显著,多通道传播方式不仅和媒介融合趋势吻合,也有效改善新闻传播效果。第二,移动短视频新闻用户,情感态度更为强烈,认知效果更好,但情感态度的变化与认知成绩不存在相关关系。移动短视频新闻信息可视化实现了视听觉的综合延伸,且声画字幕结合的现场感和视觉感染力更强,具有更好的说服力。第三,传播内容编排方式上的差异会影响用户的认知效果和媒介偏好。两种新闻形态在传播元素、信息丰富性、高频词设置、新闻的感性表达及理性信息等角度存在差异。移动短视频新闻更受用户喜爱,更加符合碎片化、移动化的阅读场景。研究同时建议,在媒介融合时代,应秉承以用户为中心的产品设计思想,结合移动端特征,利用信息传播技术创新新闻产品。In the era of new media communication,mobile short video news has become a new way of news information transmission,which has a certain impact on users'cognitive effect.This study compares the mobile short video news with the text news through the control experiment method,and explores the differences between the two from the perspective of communication medium,communication form and the way in which the content is distributed under the support of information communication theory.The study also interviews the experimental subjects to investigate the impact of communication content arrangement on users'long-term memory.There are three findings.Frist,in the process of information communication,audiovisual dual-channel communication has a significant impact on the communication effect.Multi-channel communication mode not only coincides with the trend of media convergence,but also effectively improves the effect of news communication.Second,mobile short video news users have stronger emotional attitude and better cognitive effect,but there is no correlation between the change of emotional attitude and cognitive performance.Information visualization of the mobile short video news realizes the comprehensive extension of audio-visual sense,and the combination of audio,video and subtitle has stronger scene sense and visual appeal,and thus,it is more persuasive.Third,differences in the way of content arrangement will affect users'cognitive effect and media preference.There are differences between the two news forms in terms of communication elements,information richness,high-frequency words setting,news perceptual expression and rational information.The mobile short video news is more popular with users,more in line with the fragmented and mobile reading scene.The study suggests that in the era of media integration,journalists and researchers should adhere to the user-centered-design idea,combine the characteristics of mobile terminal,and use information communication technology to innovate news products.

关 键 词：移动短视频新闻 文字新闻 认知效果 情感态度 信息传播理论 

分 类 号：G206[文化科学—传播学] B845.2[哲学宗教—心理学]