今日头条自媒体平台“头条号”研究

发布时间：2018-07-26 16:45

【摘要】：中国自媒体从2009年微博发端至今,历经了从理想主义到现实主义、个人主义到集体主义的转变,发声力量不断壮大,盈利模式渐趋明朗。2016年,微信、微博等自媒体平台不断完善,新闻资讯端的自媒体平台崛起,其中今日头条的自媒体平台“头条号”增长最快,入驻人数、发文数量、阅读流量均处于新闻资讯端自媒体平台的领先位置。入驻开通“头条号”的有个人、媒体、国家机构、企业及其他组织,类型有军事、社会、新闻、娱乐等39类,创作者的知识储备、生活经验、媒介素养、写编能力、组织及政策制约、受众的反馈等影响内容创作。阅读量/播放量较高的文章或视频普遍能够满足受众的信息、娱乐、社交、休闲等多种需求,为增加点击率,采用信息前置、简单直接的标题,传播内容形式以1000-3000字的图文、10分钟之内的短视频为主,符合碎片化的阅读习惯,在取材上紧跟热点、传达知识、触碰情感,容易激发受众的阅读欲及分享欲。得益于今日头条的算法推荐和分享传播模式,每一个扎根创作的自媒体人都能从自营广告、头条广告、赞赏、千人万元、品牌衍生收益等盈利方式中获利。大部分的自媒体人为了扩大品牌影响力及丰富盈利方式往往是多平台入驻,使得今日头条自媒体平台在内容上与别的平台趋同,同时本平台内部也存在内容同质化的问题。同时算法推荐模式导致了价值弱化和信息依赖,这是技术的漏洞,也是把关人的缺失。作为新闻资讯端自媒体平台的佼佼者,今日头条在机器算法上还有待进一步加强,并完善把关制度,并对“头条号”进行严格规范,注重内容的多样性也需注意内容的健康性。
[Abstract]:Since the launch of the Weibo in 2009, China has experienced a transformation from idealism to realism, individualism to collectivism, a growing voice and a clear profit model. In 2016, WeChat, WeChat, Weibo and other self-media platforms are constantly improving, and the self-media platforms on the news and information side have risen, among which the "headline number" of today's headlines has the fastest growth, with the number of people entering and the number of posts issued. Reading traffic is in the leading position of news media platform. There are individuals, media, state agencies, enterprises and other organizations who have entered the headline, including 39 categories of military, social, news, entertainment, etc., the creator's knowledge reserve, life experience, media literacy, writing and editing ability, Organizational and policy constraints, audience feedback and other influences on content creation. Articles or videos with high reading / playback volumes can generally meet the needs of the audience for information, entertainment, social, leisure, etc. In order to increase the click rate, a simple and direct headline is used to increase the click-through rate. The main form of communication content is 1000-3000 words of picture and text within 10 minutes of short video, accord with the fragmented reading habits, closely follow the hot material, convey knowledge, touch emotion, easy to stimulate the audience's desire to read and share. Thanks to today's headline algorithm recommendation and sharing model, every self-made self-media person can profit from self-advertising, headline ads, praise, tens of millions of people, brand derived income and so on. In order to expand the brand influence and enrich the profit, most of the self-media people tend to be multi-platform, which makes the headlines of the media platform converge with other platforms in content, at the same time, there is the problem of homogeneity of content inside the platform. At the same time, the algorithm recommendation model leads to the weakening of value and information dependence, which is a technical loophole and a gatekeeper's lack. As one of the best news media platforms, today's headlines need to be further strengthened in machine algorithms, and the system of supervision should be improved, and the "headline number" should be strictly standardized, and attention to the diversity of content should also be paid attention to the health of the content.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】