知乎内容生产及发展策略研究

发布时间：2018-05-28 10:44

本文选题：UGC+PGC + 知乎　；参考：《山东师范大学》2017年硕士论文

【摘要】：互联网技术日新月异不断深入人们生活,也开创了人们生产工作的新方式。在web1.0时代,网络还是传统意义上的媒体,单项度的向受众传播信息。随着web2.0的到来,网络传播的话语权重新结构、去中心化,用户创造内容供其他用户消费成为互联网主流的信息生产和组织方式。用户生成内容(UGC)、专业用户生成内容(PGC)、职业用户生成内容(OGC)这三个概念既相互区别又在不同领域相互重合。UGC+PGC模式是认知盈余理论之下用户无偿分享信息的组织模式,而UGC+OGC模式则是用户有偿提供信息服务的组织模式。目前,我国互联网领域以免费模式为主。但随着网民付费习惯逐渐养成,UGC+OGC模式也在逐渐崛起。知乎作为国内最大的问答社交网站,近年来的发展速度惊人,具有较强的代表性。知乎发展愿景是构建一个知识服务平台,内容组织方式以UGC+PGC为主。目前,知乎平台上融合了问答、专栏、电子书等传播载体,包括文字、视频、音频等信息内容。通过对该平台的系统分析可以为我国互联网发展提供全面而积极的借鉴。本研究围绕知乎这一个案,以拉斯韦尔5W模式为基本研究框架,从用户的类型与角色、内容的类型与属性、用户生产内容动机以及用户内容生成模式四个维度及其相互之间的联系系统分析。在用户角色研究中,本文详细分析用户角色在内容生成中的作用,并提出了用户角色流动的一般模型。传播者的自身需求决定传播者的参与动机,所以紧接其后本文通过问卷调查的方式分析了用户参与内容生产的动机。传播者自身需求是其参与传播活动的内在因素,而平台所提供的便利条件等则是其参与传播活动的外在因素。对照传统问答网站的激励机制,本文论证了知乎激励机制的创新之处和弊端。通过知乎独特的内容组织方式解析平台对内容质和量的控制,此外采用案例研究的方式论证知乎内容控制策略的优缺点。在文章的最后,对知乎整体的内容生产模式和商业化道路提出建议和对策。
[Abstract]:Internet technology has constantly deepened people's life and created a new way for people to work. In the Web1.0 era, the network is a traditional media, and a single degree of information is transmitted to the audience. With the arrival of Web2.0, the discourse power of the network is restructured and centralization, and the users create content for consumption by other users. The mainstream information production and organization mode of the Internet. User generated content (UGC), professional user generated content (PGC), professional user generated content (OGC), the three concepts both distinguish and overlap each other in different domains.UGC+PGC mode is the organization mode of user free sharing information under the cognitive surplus theory, while the UGC+OGC model is the user. At present, there is a free model for providing information services. At present, the Internet field in our country is dominated by free mode. However, with the gradual formation of Internet users' pay habits, the UGC+OGC model is rising gradually. As the largest question answer social network in China, the development speed in recent years is remarkable and has strong representation. The knowledge service platform is based on UGC+PGC. At present, it is known about the integration of questions and answers, columns, e-books and other communication carriers, including text, video, audio and other information content. Through systematic analysis of this platform, we can provide a comprehensive and active reference for the development of the Internet in our country. The Lasswell 5W model is the basic research framework, from the type and role of the user, the type and attribute of the content, the four dimensions of the user production content motivation and the user content generation mode and the relationship system analysis between each other. In the user role research, this paper analyzes the role of the user role in the content generation, and puts forward the use of the user role in the content generation. The general model of the role flow of the household determines the motivation of the communicator's participation, so the motivation of the user's participation in the production of the content is analyzed by the way of questionnaire investigation. The needs of the communicators are the intrinsic factors of their participation in the communication activities, and the convenience provided by the platform is its participation and dissemination. The external factors of the activity. Compared with the incentive mechanism of the traditional question and answer website, this paper demonstrates the innovation and disadvantage of the incentive mechanism. By knowing the unique content organization method to analyze the content quality and quantity of the platform, the advantages and disadvantages of the content control strategy are demonstrated by the case study. At the end of the article, Put forward suggestions and Countermeasures to know the overall content production mode and commercialization road.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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