新语态与新表达:主流媒体创新转型的接受效果研究  

New Voice and New Expression:The Acceptance Effect of Mainstream Media Innovation Transformation

作　　者：张辰[1] Zhang Chen(Communication University of China,Beijing,100020)

机构地区：[1]中国传媒大学,北京100020

出　　处：《科技智囊》2021年第12期65-76,共12页Think Tank of Science & Technology

摘　　要：面对数字时代自媒体的冲击,主流媒体依托渠道之变、技术之能、语态之新,加快创新转型,体现了高质量发展的题中应有之义。文章选取具有新型语态风格的微博新闻样本,从可信度、喜爱度、注意力、观赏性、互动性5个维度对青年群体接受效果进行问卷调查,并结合深度访谈法,对数据结果进行分析和解读。结果发现:青年受众对新型语态风格新闻的评价均高于传统文字新闻,但此类新闻的可信度仍有提升空间;青年群体对某项亚文化接触程度越深,对运用此类亚文化元素的主流媒体新闻报道越抵触;受众媒介期望对新闻接受效果和分享行为产生显著影响。Facing the impact of“we media”in the digital era,mainstream media speed up innovation and transformation by relying on the change of channels,technology and voice,which reflects the meaning of high-quality development.This article selects micro-blog news samples with a new voice style,conducts a questionnaire survey on the reception effect of young people from five dimensions of credibility,liking,attention,appreciation and interactivity,and analyzes and interprets the data results combined with in-depth interview method.The results show that:the young audience's evaluation of the new voice style news is higher than that of the traditional text news,but there is still room to improve the credibility of the new voice style news;the more young people are exposed to a certain subculture,the more resistant they are to mainstream media news reports using such subculture elements;audience media expectation has a significant impact on news reception effect and sharing behavior.

关 键 词：新型语态风格 媒介接触 媒介期望 

分 类 号：G20[文化科学—传播学]