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1、新媒体事件传播路径分析 中文摘要 当前以互联网为主的新媒体技术勃兴,重新界定了信息传播过程中人与信息之间的关系。新媒体环境下,信息的传播形态和路径均发生了改变,彰显出一道重要的媒体景观:新媒体事件。本文将新媒体事件界定为经过以互联网为主要代表的新媒体平台,以及其它一些新的传播手段,如短信等的参与,在新媒体世界中引发热议(包括观点的激荡和情绪的感染等),并最终造成重大社会影响的事件。 本文试图进行对这种传播现象进行规律性解读,将主要的研究问题集中在:1.新媒体技术如何改变了信息的传播;2. 新媒体事件的传播过程如何体现了这种信息流动脉络的改变。并把这一研究主题分解为三个研究子问题,包括1.新媒体
2、事件传播过程的动态特点;2.新媒体事件传播路径的基本模式;3.新媒体事件发生的动因。据此,本文将研究对象确立为新媒体事件的传播路径,从这一角度入手展开论述,可对新媒体事件整个传播过程、途径和模式有一个清晰的描绘,最终实现对新媒体事件发生和发展状况的全面了解,从而回答在新媒体环境下,信息的流动方式如何更改这一问题。 针对提出的研究问题,本研究采用了案例研究和因素分析的研究方法,选取了 2006-2009年间12例典型的新媒体事件,组成案例研究库。具体到每一个案例的分析时,借用陈力丹的舆论因素模型,从客体、主体、数量、强烈程度、时间、舆论本身及质量、功能这 7 个方面总结新媒体事件传播过程中的动态
3、特点?新媒体事件以符合新闻价值的本质和新媒体传播的特点的社会性议题,引爆了舆论,其中涌现出草根记者和新意见领袖等受众力量,并产生了虚拟社群,这一过程中,舆论数量不多,历经了从相对集中到分散的流变,参与广泛而强烈,而且上升为行为舆论这一舆论基本形态中的较高层次。新媒体事件持续传播的热度虽然长于普通网络议论,但不长,因为一些原因很快进入议题的衰退期,但还是产生了社会影响,对社会现实造成干扰,补充了社会文化,并对一些新媒体技术和平台提升了影响。 此外,通过测量每个案例,从事件的源渠道、传播路线图、传统媒体报道情况举例和现实影响四个方面的传播特点,勾画出新媒体事件的传播路径的基1 本模式?这一模式呈现
4、漩涡式的模型。新媒体事件在传播过程中,经历了萌芽期、上升期、高潮期和衰退期四个阶段,从初始议题到网络舆论到社会舆论的漩涡式传播模型,其中新媒体自主议程设置和新旧媒体间的议程互动是传播路径中的关键。 由此本文得出了关于新媒体事件发生的重要传播学原因,即当一个事件本身符合社会性主题,并具有引爆点后,具备了成为新媒体事件的事件基础;因为新媒体这个具有无时间之时间、双向互动、匿名场效应、社会化网络等特性的平台参与传播,该事件成为新媒体事件的潜在能力被加强;当受到“新媒体?受众?传统媒体”这一个三角互动框架的动力驱动后,新媒体事件最终得以形成。 本研究认为,新媒体技术改变了信息的传播方式,使信息在受众?
5、新媒体?传统媒体之间互相流动,而新媒体事件的整个漩涡式的传播路径即为突出的证明。研究目的在于通过对新媒体事件传播路径的描述性研究和新媒体事件发生的因果分析,对之前对这一现象进行研究的有益补充,为识别和判断该事件的传播过程、形成原因提供了新的视角,并且解答了新媒体技术在改变信息传播中的作用。关键词:新媒体事件;传播路径;互动2 Abstract At present,the emergence of new media technologies whose main representative is Internet redefines the relations between inform
6、ation and human beings in the process of disseminating the information. Under the environment of new media, the communication patten and path of information are changed, and thus it appears an important media landscape: new media events. This article defines new media events as these events that go
7、through the Internet-based new media platforms including other new means of communication, such as text messages and generate an upsurge of public opinion in the new media world including agitation of views andinfection of emotionsand ultimately cause significant social impactThis paper attempts to
8、interpret this communication phenomenon, mainly focusing on this research question: 1. How new media technology has changed the dissemination of information; 2. How new media events reflect this change in the context of this flow process of information. And this theme of the study is divided into th
9、ree sub-issues, including 1. the dynamic characteristics of the spread of new media event; 2. the basic pattern of new media events communication; 3. the cause of new media events. Accordingly, this paper will establish research object as the dissemination path of new media events. Starting from thi
10、s point of view, we can get a clear description of the communication courses,channels and models of new media events, and then ultimately realize a comprehensive understanding of the development situation of new media events in order to answer this question that how new media change the spread of in
11、formationIn response to such research questions, this study uses case study and factor analysis methods. It selectes 12 cases of new media events from 2006 to 2009 year considering building up the case database. When comes to analyze each case, this paper borrows factor model of public opinion from
12、Chen Lidan. The elements of this model are object, subject, number, degree, time, public opinion itself , quality and function. These seven aspects of the dissemination of new media events show the3 dynamic characteristics?when the social issues of new media events is in line with the nature of news
13、 value and new media communication, it triggers public opinion in which process emerges the grass-roots journalists, new opinion leaders and virtual communites.The number of public opinion is small and goes through from relative concentration to dispersion.The audience participate in expressing thei
14、r opinions broadly and strongly and they even take action that is highest level of basic form of public opinion. New media events continue to heat that lasts longer than general discussion on the Internet, but it cannot last for a very long duration due to some reason of recession. However, new medi
15、a events have an impact on society, such as interference into social reality, addition to socio-cultural and enhancence of some new media technologies and platformsIn addition, by measuring four characteristics of each case including source channel, dissemination map, reporting situation of traditional media and influence on social reality, this paper outlines the basic model of dissemination path of new media events-it presentes whirlpool-style. During the dissemination course, new media events experience four phases:the budding period, rising period, peak period and recession perio
