操控、赋权、话语空间:理解社交媒体广告的三个维度——以微信信息流广告为例

Manipulation, Empowerment and Discourse Space: Understanding the Three Dimensions of Social Media Advertising——An example of information flow advertising in WeChat

文章采用虚拟民族志研究方法,对微信信息流广告进行了参与式观察,并对微信信息流广告官网的广告案例进行了剖析,依据大数据原理、社交媒体属性、信息流广告特性,从传者、受众、媒介的角度对微信信息流广告类社交媒体广告进行了深入分析。文章认为可从三个维度理解社交媒体广告:基于大数据的精准操控、赋予受众参与广告的权力、构建了博弈的话语空间。

This article adopts the virtual ethnography research method to observe the information flow advertising on the Wechat friend circle and analyzes the ads of Wechat official websites based on the principle of big data, typical traits of social media, and special features of information flow ads. The analysis is conducted from the perspective of sender, audience and the media. This article proposes that social media advertising can be understood from three dimensions： advertising practice based on big data, audience＇s participation in advertising and interactive discourse space.