从情感内化到表达:电视受众注意力的社交媒体平台延伸

From Emotion to Expression:Extending TV Audiences Attention to Social Media Platforms

在当前迭代更新的媒介环境中,传统电视的社交化转型已成为一种必然趋势,关于其内容、制作、渠道、资本、效果的讨论已然比比皆是;并且,聚焦用户体验更是重中之重的一个环节。然而,电视的社交化进程并不是简单地发展多屏互动"人-机"关系,也不是将电视节目与社交媒体功能相叠加,而应该思考如何在纷繁芜杂的媒介现实中将日渐分散的受众注意力聚拢与延伸,增强用户黏性,强化用户归属感。这也正是本文的立意主旨所在。本文通过对传统电视发展现状的重新检视,反思注意力经济时代,在争夺受众市场驱动下,传统电视社交化转型的必要性,并在社交媒体环境下思考情感可供性(affordances)延伸受众注意力的可能性,从而探讨社交媒体与电视受众注意力之间的多元互动关系。

Technology is intertwined in how we all live our lives,but particular so among TV audiences.Today,as the media landscape continues to evolve,it provides audiences with a variety of options to customise their media use across television.Time spent with the television set is shifting,with audiences spending more time using social media platforms to stream content in addition to traditional TV.Similarly,smart home devices are changing the way people interact with technology.More media content is also being accessed across digital platforms.Often,devices are used simultaneously with consumers choosing to multitask—researching something they heard or saw,checking email,online shopping,or simply staying connected with others.Thus,in the so-called age of social TV,it is important to re-consider the relationship between TV audiences and social media.To address this issue,this paper aims to explore the emotional and expressive affordances of the social TV for audiences from the vantage point of attention economy.