融媒体环境下的受众计算:途径与挑战

Computational Audience Analysis in Media Integration:Research Directions and Challenges

融媒体改革是传统媒体应对传媒经济平台化和传媒平台智能化浪潮的一项重要措施。传统机构在融媒体环境中利用数据驱动的计算传播学方法"重新"认识受众、量化传播效果,既是时代的必然,又是时代的需要。本文论述融媒体环境中受众计算的"为什么"和"怎么做"问题,将受众分析分解为三个纵向数据维度(文本、网络和时空数据)和两个横向方法维度(统计分析和机器学习)。最后,我们着重讨论融媒体受众计算所面临的困难和挑战,并提出可能的解决方案。

The media integration reform is an essential measure for traditional media to respond to the media’s economic platformization and media platform intelligentization."Re-understanding"the audience and"re-quantifying"communication effects in the new media environment using data-driven computational communication methods are the necessity of the times and the needs of the times.This article discusses the"why"and"how"issues of audience calculation in the media integration reform and decomposes audience analysis into three vertical data dimensions(text,network,and spatiotemporal data)and two horizontal method dimensions(statistical analysis and machine learning).Finally,we focus on discussing the difficulties and challenges in computational audience analysis and propose possible solutions.