【作者】 葛帆；

【导师】 王琼；

【作者基本信息】 武汉大学 ， 传播学， 2022， 硕士

【摘要】 全球对家长式作风的研究持续了200年,大多集中在政治哲学、司法程序、医疗卫生、企业管理等领域,在新闻传播学中鲜有提及,在数据新闻领域几乎是一片空白。本文通过对中国数据新闻在交互策略上的家长式作风实践和用户反馈研究,探索中国数据新闻在交互策略上的应用偏好,以及不同交互策略对传播效果的实际影响。首先,本文选取了中国学界关注度最高的三家数据新闻媒体下的专栏——网易“数读”、财新网“数字说”和数据可视化实验室,以及新华网“数据新闻”,通过内容分析法对其下1837篇数据新闻中使用的交互策略进行编码并统计使用频率,用以研究各家媒体对交互策略的使用偏好。结果显示,网易“数读”、财新网“数字说”和新华网“数据新闻”下的“信息图”和“图文交互”更偏好家长式交互策略,财新数据可视化实验室作品和新华网“数据新闻”下的“PC交互”“手机交互”更加偏好非家长式交互策略,新华网“数据新闻”下的“数视频”对两种交互策略的使用较为平衡。接下来,本文从1837篇研究材料中选取了两篇在题材、内容上近似,而主要运用的交互策略不同的两篇新闻,让30位受访者观看后分别对AIDMA模型下的传播效果给予量化评估。随后本文通过深度访谈,获取受访者在阅读过程中对家长式作风的感知、对传播效果的评价和对不同交互策略的态度。量化评估结果显示,主要使用非家长式交互策略的新闻在各级传播效果上的分值均高于主要使用家长式交互策略的新闻。在深度访谈中,本文发现,对操作成本的认知和对报道题材的兴趣会影响受访者对家长式作风的感知程度;此外,受访者阅读习惯、阅读场景、新闻题材、内容结构等因素会影响交互策略的传播效果。研究的最后,本文指出,为实现传播效果最大化,数据新闻在产出高质量内容的基础上,把握交互伦理时,应当充分考虑用户的画像以及报道的题材、内容专业性等因素,可通过加入助推的弱家长式作风实现信息高效传达和用户自由决策的平衡。更多还原

【Abstract】 The global research on paternalism has lasted for 200 years,mostly concentrated in the fields of political philosophy,judicial procedures,health care,business management,etc.It is rarely mentioned in journalism and communication,and it is almost blank in the field of data journalism.This paper attempts to explore the application preferences of Chinese data news in interaction strategies and the actual impact of different interaction strategies on communication effects through research on paternalistic practices and user feedback on interaction strategies in Chinese data news.First of all,this paper selects three data news media columns that have received the most attention in Chinese academic circles—Net Ease’s “Data Blog”,Caixin’s “Datanews”and Caixin Data Visualization Lab and Xinhuanet’s “Focus on Datanews”.The interaction strategies used in the following 1837 pieces of data news are coded and the frequency of use is counted to study the use preferences of various media for interaction strategies.The results show that Net Ease’s “Data Blog”,“Infographic” and “Graphic and Text Interaction”under Xinhuanet’s “Focus on Datanews” prefer paternalistic interaction strategies,and Caixin Data Visualization Lab works and “PC interaction” and “mobile phone interaction”under Xinhuanet’s “Focus on Datanews” prefer non-paternalistic interaction strategies,while “Digital Video” under Xinhuanet’s “Focus on Datanews” has achieved a balance between the two interaction strategies.Next,this paper selects two pieces of news from 1,837 research materials that are similar in subject matter and content,but mainly use different interaction strategies,and let30 interviewees watch them and give their quantitative evaluation on the communication effect under the AIDMA model.and then through in-depth interviews,this paper obtains respondents’ perceptions of paternalism,evaluation of communication effects and attitudes towards different interaction strategies during the reading process.The quantitative evaluation results show that the scores of non-paternalistic interaction strategies are higher than those of paternalistic interaction strategies at all levels of communication effect.In the in-depth interviews,this paper found that the perception of operating costs and interest in the subject matter of the report will affect the respondents’ perception of paternalism;in addition,the respondents’ reading habits,reading scenes,news topics,content structure,etc.Factors will affect the communication effect of the interaction strategy.At the end of the study,this paper points out that in order to maximize the effect of communication,data journalism should fully consider factors such as the user’s portrait,the subject matter of the report,and the professionalism of the content,while it should be on the basis of producing high-quality content.The weak paternalistic style of adding nudge achieves a balance between the efficient communication of information and the user’s free decision-making.更多还原