用户失连与重连:媒体角色与用户期待互动研究——基于对16家媒体负责人的深度访谈

User Disconnection and Reconnection: A Study on the Interaction between Media Roles and User Expectations Based on in-Depth Interviews with 16 Media Leaders

传统媒体在用户大量流失陷入困境后,纷纷开始媒体融合、转型,但真正能走出困境的并不多。为何重连用户如此艰难?在新媒体环境下,传统媒体的角色功能与用户期待有什么变化?从社会学的角色理论出发,以角色扮演与角色期待的双向互动为视角,通过对16家媒体负责人的深度访谈,重新审视媒体与用户失连的表现、原因,提出如下重连对策:一是坚守优质内容,二是坚持互动传播,三是“造船出海”与“借船出海”并举,四是拓展角色功能,五是强化媒体运营。

After experiencing significant user loss and falling into a crisis,traditional media turned to media inte-gration and transformation.However,only a few have managed to overcome these challenges successfully.Why is recon-necting with users so difficult?What changes occur in the roles and functions of traditional media in the new media envi-ronment,as well as in user expectations?Drawing upon sociological role theory and adopting a perspective centered on the interactive roles played by both media and users,this study reexamines the manifestations and reasons for the discon-nection between media and users through in-depth interviews with 16 media executives.The following reconnection strat-egies are proposed:upholding high-quality content,maintaining interactive communication,pursuing a dual strategy of independent content creation and content cooperation,expanding role functions,and strengthening media operations.