网络PGC视频的传播模式研究——以网络视频节目为例

The study of communication mode on network PGC video——taking the network video program as an example

网络视频是Web2.0时代人们信息传播、沟通交流的重要媒介,随着网络原创内容的崛起,由专业机构生产制作的PGC视频逐渐获得广泛应用。作为依托网络传播的影像信息,其形态构成和传播方式与传统的视听信息完全不同。本文以其中典型的网络视频节目为例,分析其形态结构和传播过程,发现网络视频节目是以主体视频为中心,互动设计为窗口,相关视频为延伸的超文本复合形态。在传播上呈现出以主页空间为中心,聚合空间为半径,通过社交媒体多级扩散的传播模式。

Network video is the important media for information transmission and communication in the period of Web 2..0. With the development of the original works, PGC video which is made by the professional organizations has been widely applied. PGC video which form and communication mode are completely different from traditional TV program. Take network video programs for instance, when analyzing the morphological structure and transmission process, we discover that network video program is a kind of hypertext compound form with the main body video as the center, interactive design as the window and related video for extension. What is more, the network video program is a kind of communication mode through multi-stage diffusion of social media. It is presented with the homepage as the center and the aggregation space as the radius in the communication form.