效果·机理·路径:数据新闻社交平台传播热度研究

Effect·Mechanism·Path:A Study on the Dissemination of Data Journalism on Social Platforms

本研究以32个社交平台数据新闻典型案例为研究对象,运用定性比较分析法(QCA)探讨在具体平台情境下数据新闻内容传播热度的致效因素及生成过程。既往研究以数据新闻内容考察为主,内容接触的前置阶段被忽略和遮蔽。本研究通过着眼平台受众信息接触的时序性路径,搭建出“议题触及”和“内容感知”的主分析框架,从议题和内容两个层面分析数据新闻在社交平台传播的致效因素及组合路径。研究发现,社交平台信息传播具有明显的二层级引入模式,其中,标题取径是触发用户流量涌入,驱动数据新闻内容实现高热度传播的关键因素,“复合型”和“挖掘型”两种数据组合构型更具潜在传播优势,静态信息图更契合平台语境及用户偏好。同时,从微观层面梳理数据新闻实现高热度传播的具体稳定路径,对于破除当前数据新闻社交平台传播乏力的困境、提高整体内容的传播热度具有一定现实指导意义。

Taking 32 typical cases of data journalism on social platforms as research objects,we use qualitative comparative analysis(QCA)to explore the causative factors and generative processes of data news dissemination in specific platform contexts.Previous studies have focused on the content of data news,and the precontact stage has been neglected and obscured.By focusing on the chronological path of the platform audience's information contact,the main analysis frameworks of“issue reach”and“content perception”are constructed to analyse the causative factors and combination paths of data news dissemination on social platforms from the issue and content levels.The study finds that information dissemination on social platforms has an obvious two-tier introduction pattern,in which the title is the key factor that triggers the influx of user traffic and drives the data news content to achieve a high degree of dissemination,and the two data combination configurations of“composite”and“mining”are more potential for the dissemination.The static infographics are more suitable for the platform context and user preferences.At the same time,the specific and stable paths for data news to achieve high dissemination are sorted out at the micro level,which is of practical significance for breaking the current dilemma of the lack of dissemination of data news on social platforms and improving the overall content dissemination.