【作者】 李艳；

【导师】 陈俊峰；

【作者基本信息】 华中师范大学 ， 新闻学， 2017， 硕士

【副题名】众包型网站发展研究

【摘要】 网络众包是群体智慧在网络传播行为上新的表现方式,众包模式使受众成为具有能动性的生产者,在群体智慧的形成过程中发挥了主导作用。但是,最近几年,随着众包型网站的发展,出现了平台安全性不高、发包方和接包方诚信缺失、生产内容质量低、定价机制不完善等问题。本文试以群体智慧为理论依据,通过对有关众包模式和群体智慧的文献进行研究梳理,对众包行业中有代表性的网站进行比较分析,对其发展过程进行经验总结,并对众包型网站存在的现实问题进行分析,试探讨众包模式中群体智慧生产的发展之路。主要包括以下六个部分:第一部分是绪论,主要阐述研究背景、研究现状和研究意义,通过对众包模式和群体智慧的相关文献的梳理,为选题提供理论依据和研究方向。第二部分是对国内众包型网站的梳理和现状分析,对众包型网站的发展历程和类型进行归纳总结,并选取四类众包型网站进行对比分析。第三部分从外因和内因两个角度探讨众包型网站的发展动因。外因包括市场环境和技术发展,内因包括企业对群体智慧的需求和受众参与生产的动机。第四部分主要从众包平台、接包方、发包方、众包产品、任务报酬的角度出发,讨论众包生产过程中存在的安全性、诚信度、内容质量、定价机制等现实问题。第五部分针对众包生产中的问题提出解决方案,平台可以通过提高技术和保护知识产权来增强众包群体的归属感,发动群体智慧的力量协助平台管理来规避不诚信行为,优化移动化生产方式来提高生产内容的质量,完善定价机制来规范有偿化内容生产过程。第六部分是结语,对众包型网站的发展趋势进行探讨。论述众包型网站的四个发展趋势:一是创意设计型网站将走向综合化发展模式;二是分享型网站的付费化;三是垂直行业的专业化;四是服务型众包型网站品类多样化的趋势。网络众包同时也是一种新的网络传播模式,是受众传播地位转变的实例,在用户生产内容的时代,受众参与传播内容生产和传播方式改进的行为具有独特的意义,通过研究受众参与网络生产与传播可以扩展传播学研究的范围,也为传播产业的发展提供参考。更多还原

【Abstract】 Network crowdsourcing is a new behavior of network communication depended on collective intelligence. Network crowdsourcing has made the audience become initiative producers, which played a leading role in the process of formation for collective intelligence. However, in recent years, with the development of crowdsourcing website,there are problems such as low platform security, the lack of honesty, low quality of production content and imperfect pricing mechanism.This paper attempts to take collective intelligence as theoretical basis. It tries to study representative websites as individual cases among the industry of network crowdsourcing and make a summary of experience for it by researching and presenting related literature of crowdsourcing and collective intelligence. It analyzes practical problems of crowdsourcing website and explores the development road of collective intelligence production in the crowdsourcing mode. This paper includes the following parts:The first part is introduction, and it mainly elaborates the research background, the research status and the research significance, trying to explore theoretical basis and new research direction for this paper by sorting literature of crowdsourcing and collective intelligence.The second part is a sorting of crowdsourcing websites in China, including generalizations of the history of crowdsourcing websites, different types of crowdsourcing websites. And it presents four types of crowdsourcing sites to compare.The third part of the paper discusses the development motivation of crowdsourcing website from the perspective of external cause and internal cause. External causes include the market environment and the development of technology, and internal causes include the need of the enterprise for collective intelligence and the motivation of the audience to participate in the production.The fourth part mainly discusses the practical problems like safety, credibility,content quality, pricing mechanism exposed in the process of production of crowdsourcing from the perspective of crowdsourcing platform, outsourcee, contractee,crowdsourcing product, and reward for the task.The fifth part proposes a solution for the practical problems. The platform can increase the sense of belonging for the group by improving the technology and the protection of intellectual property rights, launch the power of collective intelligence to assist management to avoid dishonest behavior, optimize the mobile production methods to improve the quality of production and complete pricing mechanisms to regulate the process of paid content production .The sixth part is a conclusion that discusses the development trend of crowdsourcing websites. There are four directions for crowdsourcing website to develop:the first one is that the creative design website will transform itself to integrated development model;the second one is that the sharing website will be charged; the third one is specialization of vertical industry; the forth one is that the service-oriented crowdsourcing website will expand category diversification.Network crowdsourcing is a new kind of network propagation mode at the same time, and an instance of changing status for the audience. In the time of User-Generated-Content, it has a unique significance for the audience to participate media content production and help to improve dissemination way. It can expand the range of communication research by studying the audience’s behavior of network information production and transmission, and also provides reference for the development of communication industry.更多还原