知乎网媒介消费效果研究

发布时间：2018-04-02 07:26

本文选题：知乎　切入点：媒介消费　出处：《河北大学》2017年硕士论文

【摘要】：知乎,是一个以“实名制”为注册方式的问答型社交网站。这个网站汇聚了来自各行各业,拥有不同教育背景和不同社会经历的精英人士。这些人在知乎网中进行“问答”和“社交互动”,分享彼此的专业知识或生活体验。截至2017年1月,知乎已拥有超过6500万注册用户,平均每天有1850万活跃用户访问和使用。本文结合传播学、社会学和心理学,尝试从受众的角度出发,描绘知乎用户的群体特征,研究其在知乎网中的媒介消费情况,并进而为网站的运营管理提供参考性建议。本研究以实证调查为主,采用“调查问卷”和“深度访谈”的方式对知乎用户进行调查研究。同时结合内容分析法,研究知乎网的信息特征以及用户的内容偏好。本研究发现,知乎用户的媒介消费认知水平较高,对知乎网的使用在一定程度上提升了其媒介消费认知水平。但是,知乎用户并不热衷于“分享”和“问答”,单纯地浏览信息是其使用知乎网的主要方式。用户在知乎网中的媒介消费认知具有明显的依赖性、参与性和互动性。用户在知乎网中进行媒介消费的主要动机有获取信息和知识、社交沟通、求名“求我”等。知乎用户的媒介消费情感是其进行媒介消费的重要心理因素,对知乎内容的认可度一定程度上影响了用户的媒介消费情感,进而引发知乎用户对网站本身的“情感融合”或“情感疏离”。知乎用户认为,知乎网内信息的可信度顺序为知识新闻广告娱乐。这反映在知乎用户的媒介消费行为上,就是大部分用户使用知乎网的目的是“充实自身”,而其浏览知乎网的主要方式是“直接搜索感兴趣的信息”。
[Abstract]:Zhihu, a question-and-answer social networking site with a "real-name system" as its registration form, is a collection of people from all walks of life. Elite people with different educational backgrounds and different social experiences. These people share each other's professional knowledge or life experience on Zhihu's Web site for "Q & A" and "social interaction." as of January 2017, Zhihu has more than 65 million registered users, with an average of 18.5 million active users visiting and using it every day. To study its media consumption in Zhihu, and then to provide reference for the operation and management of the website. Zhihu users were investigated by means of questionnaire and in-depth interview. At the same time, the information characteristics and users' content preferences were studied by using the method of content analysis. Zhihu's media consumption cognition level is relatively high, and the use of Zhihu net improves its media consumption cognition level to a certain extent. However, Zhihu users are not keen on "sharing" and "question and answer", but simply browsing information is the main way to use Zhihu. Participation and interactivity. The main motivations for users to consume media in Zhihu's net are to acquire information and knowledge, to communicate with each other, to seek fame, to seek names, etc. The media consumption emotion of Zhihu users is an important psychological factor for media consumption. To a certain extent, the acceptance of Zhihu's content has affected the media consumption feelings of users, which in turn has triggered the "emotional fusion" or "emotional alienation" of the website itself by Zhihu users. According to Zhihu users, The order of credibility of information in Zhihu's net is knowledge, news, advertising, entertainment. This is reflected in the media consumption behavior of Zhihu users. That is, most users use Zhihu to "enrich themselves," and its main way of browsing the Zhihu website is to "directly search for information of interest."
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】