新媒体用户的内容消费特征与媒介使用模式——以百度百家号的调研分析结论为例(2)

New Media Users:Content Consumption Characteristics and Media Usage Patterns

本文把视线聚焦在新媒体的媒体语境当中,以百度百家号为例,考察了新媒体用户在内容层面、认知层面和行为层面上的认知与使用模式。基于对百度百家号用户媒介认知与媒介使用情况的网络问卷调查数据,本研究从新媒体用户重点关注的文章类型、内容来源的关注度以及网络内容的信任度三个方面分析了新媒体用户的内容消费特征并提出了优化网络内容平台内容建设机制及信息扩散机制的策略与建议。在用户层面,需重点培养激活核心用户以提升内容生态的活跃度;在平台层面,需纳入优质内容资源,重视品牌建设。

Taking Baidu Baijiahao as an example,the study focuses on the media context of new media and examines the cognitive and usage patterns of new media users in the dimension of content,cognitive,and behavior.Based on the results of an online survey on Baidu Baijiahao users’ media cognition and usage,the article analyzes the characteristics of users’ content consumption from the perspective of article types,content origin and credibility,hence proposes strategies and suggestions for optimizing the content construction mechanism and information diffusion mechanism of online content platforms.At the user level,it should focus on cultivating and activating core users to enhance the activity of content ecology.At the platform level,high-quality contents need to be included and brand building should be stressed.