week 9 1 discussion leading ppt
TRANSCRIPT
Online and Mobile Journalism & Interactive Process and Audiences
YU Yingzhen (Ines) ZHAO Chunan (Beryl) WANG Mengling (Molly ) WANG Mengning (Morning)
• Interaction is a kind of action that occurs as two or more objects have an effect upon one another. * two-way effect
• Interactive media normally refers to products and services on digital computer-based systems which respond to the user’s actions by presenting content such as text, moving image, animation, video, audio, games, etc.
Wikipedia
Definition
Evolution of
Technology
Interactive Media Audience
Impact on audience’s behaviors & their preferences of interaction
Audience’s interaction impact on media in turn
Framework
Radio
Interaction:News hotline, mails, surveysQ&A column
Newspaper & magazine TV Online
Interaction:+live hotline+live messages
Interaction:+ participate in recording field+captions
Interaction:+ BBS +SNS platforms+Interactive plug…
Evolution of interaction
Paper based hyperlinks:
Interaction between
News paper and readers
Media content: More choices, cheaper, personal, mobile
Audience: More active, demands, fragmentation, losing focus and loyalty
Key to seize attention:•Incentivize deep interactivity•Develop deep connection with audience ( emotional)
Trend
Evolution of
Technology
Interactive Media Audience
Impact on audience’s behaviors & their preferences of interaction
Audience’s interaction impact on media in turn
Framework
Four kind of Four kind of interactionsinteractions
1 23 4
Human/Human
Human/Media Media/Media
Media/Human
Interactive Modes
Deborah S. Chung Interactive Features of Online Newspapers: Identifying Patterns and Predicting Use of Engaged Readers
Media/Media
Give readers more control or choice options in experiencing news stories
Audio/video filesHyperlinks
Media/Media----more interesting things
By connecting people to more information, hyperlinks can help news site visitors find more information and learn more about important issues facing their communities. And from a business perspective, hyperlinks can improve site stickiness.
But different statement of hyperlinks have different effect on the number of clicks on the site.
Human/Human
Interpersonal communication online
Message boardsSharing through social mediaChat functionQ&A (live chats)
Human/Human
Interpersonal communication online
Message boardsSharing through social mediaChat functionQ&A (live chats)
Human/Media
Express personal opinions.
Submit commentOnline pollReporter/editor email linksLetters-to-editor
Human/Media
Express personal opinions.
Submit commentOnline pollReporter/editor email linksLetters-to-editor
Human/Media
Express personal opinions.
Submit commentOnline pollReporter/editor email linksLetters-to-editor
Human/Media----more interesting things
People rated a three-column comment section more favorably than the one-column comment section.
A series of poll questions on a page can increase people’s engagement.
Reporter’s interaction in the comment section may help to reduce the chances of an uncivil comment.
Human/Media----more interesting things
Media/Human
Customize news to personal liking.
Customized headlines/topics/weatherSearch featureE-mail alerts
Media/Human
Customize news to personal liking.
Customized headlines/topics/weatherSearch featureE-mail alerts
No.1
More Impressive Cases
Promoted in this July.
A typical example of Human-Human interactive.
An ask-answer community.
Give users the chance to communicate with people involved in the big news events.
No.2
More Impressive Cases
• An information/news dissemination medium• Founded in 2012• 300 million+ users, 30 million activation per day• Key: • Calculate users’ interest using social media activities;• Refresh user model within 10s after every click
• Options:• Location• Channel• Comment, like, share, save, and maybe DISLIKE in the future
Evolution of
Technology
Interactive Media Audience
Impact on audience’s behaviors & their preferences of interaction
Audience’s interaction impact on media in turn
Framework
Fractional News Consumption
Personalization
Purpose:information>self-image building
Impact on Audiences’ Behaviors & Their Preferences of Interaction
Newspapers: read multiple pages or even all the news
Notifications of important news
News is usually post individually due to the word limitation
Fractional News Consumption
Provide kinds of personal services to suit individual preferences
Efficiency
A form of user-to-system interactivity that uses a set of technological features to adapt the content, delivery, and arrangement of a communication to individual users’ explicitly registered and/or implicitly determined preferences. ----Neil Thurman & Steve Schifferes THE FUTURE OF PERSONALIZATION AT NEWS WEBSITES
Stereotype perception
Personalization
Purpose : information > self-image building
Comment Like Repost
Evolution of
Technology
Interactive Media Audience
Impact on audience’s behaviors & their preferences of interaction
Audience’s interaction impact on media in turn
Framework
Crowd-sourcing
ConsumerInsight
Marketing&
AdvertisingDiversified
Image
Crowdsourcing
• Online and mobile news facilitates better interaction
• Apart from questions and grievances, they can also provide sources to news media, like textual clues, photos, videos, etc.
• Example of crowdsourcing via online interaction: CNN iReport
CNN iReport• ‘Share your story’
Name Address Contact number
Newspaper & Magazine
TV Online
More about audience as a whole
Less about individual
Address (more precise)
Content preference
……What news media know about YOU
Consumer Insight
• ‘The Internet destroys the noisy advertiser-silent consumer relationship’
——the Media Center at the American Press Institute
• Challenges:• Explore avenues for targeted, personalized advertising• Advertising-supported model subscriptions and other pay-for-content
models• Find new ways to present audiences to advertisers
• Interaction Personalization Identify more targeted advertising
Marketing & Advertising
Case: TouTiao.com
• Serve as a platform connecting news media, advertisers, amateur writers, readers
NewsMedia
Adver-tisers
AmateurWriters
Readers
Algorithm based on interaction
Example: Sep.3 Parade
• CCTV News only cooperated with TouTiao and provide it exclusive videos
• TouTiao disseminated them to users who are interested in this topic, according to TouTiao’s algorithm
• Huge traffic:• 10,000,000+ read• 2,000,000+ simultaneous online
viewers• 30,000,000+ accumulated play
(by 17:00, Sep.3)
• Direct communication between readers and journalists or editors• Build up journalists’ and editors’ own credibility• Enable journalists to disclose articles or materials different from news media’s
position
Public image of news media as a whole
Diversified and fragmented image of reporters and editors
Diversified Image
Evolution of
Technology
Interactive Media Audience
Impact on audience’s behaviors & their preferences of interaction
Audience’s interaction impact on media in turn
Thank you