媒介融合视阈下地方主流媒体慢直播优化策略探析

Analysis of the Optimizing Strategies for Slow Live Streaming of Local Mainstream Media from the Perspective of Media Fusion

慢直播已被广泛应用到公共领域信息推送。地方主流媒体在融合发展进程中,可以以互动仪式链理论为指导,利用传播技术互动特性提升受众观看过程的情感动能获得感;以主题化信息推送,放大观看的仪式化效果;借助“应景”话题设计,引入媒介以外信息,适时融入主流价值观;针对不同平台受众提炼新闻价值,开发出多元化的融合新闻产品等方式,多方面着手加强策划,更充分利用好慢直播的特性,开发其媒介功能,提升可看性,传播好主流声音,打造地方城市形象,讲好地方故事,发挥好巩固发展主流舆论阵地作用。

Slow live streaming has been widely applied in public domain information push.In the process of integrated development,local mainstream media can,guided by the theory of interactive ritual chains,use the interactive traits of communication technology to enhance the emotional momentum and sense of achievement of the audience during the viewing process,promote themed information and magnify the ceremonial effect of viewing by utilizing the topic design of “adaptation”,introducing information beyond the media and integrating mainstream values in a timely manner.They can also extract news value for different platform audiences,develop diversified integrated news products,and strengthen planning from multiple aspects,by fully utilizing the characteristics of slow live streaming,developing its media functions,improving viewability,spreading mainstream voices,creating local city images,telling local stories,and playing a good role in consolidating and developing mainstream public opinion positions.