Nodes, interfaces, and platforms: three elements of communication effect in the era of deep medium

Author: Ji Deqiang [Professor and doctoral supervisor of Communication University of China, Deputy Dean of the Community of Human Destiny Community, researcher at the National Key Laboratory of Media Integration and Communication of the National Key Laboratory (Chinese University of Communication) (Master's Graduate School of Communication Research Institute of Communication University of China, digital Researcher Ethics Research Institute)

Source: "Youth Reporter", No. 13, 2022

Think about the theory of effect under the field of deep media

Promoting media integration and deep development is a strategic consideration made in response to the in -depth mediating ecology. Andreas Hepp (Andreas Hepp) summarizes the new characteristics of the medium in the digital age with "Deep MediaTization". Forms, the new relationships constructed by the new communication have been largely reconstructed from various social relations "[1]. The emergence of a new media theory from the embedded society to the reorganization society is driving a new media theory. In this theoretical perspective, "Communication is no longer just a component in the social structure, but it constitutes the basic elements of the entire social form. [2]. The dissemination structure and communication revolution of human society brought about by this in -depth medium will inevitably lead to the failure of the traditional development model of the media system. [3] Research on the effect of linear transmission concept and the public communication mode needs to be updated in epistemology and methodology.

Effect research, as the core theoretical basis for the systemicization of mainstream communication, has run through the history of the development of the entire discipline, and plays a role in positioning and directional development in the epistemology and methodology. [4] However, the path of effect research is full of controversy and problems. For example, as the theoretical basis of the research of classic effects, the 5W model is simplified and split the complex communication process based on the conceptual approach of information theory of information. [5] The "feedback-control" orientation in theory also has a conservative tendency, which is a functionalism concept. Later, through the historical argument of reconciling administrative schools and critical schools, the academic community developed a fusion media influence theory. [6] Here, the "media" is not a physical "channel". Almost all elements based on the advent of media technology need to be considered. [7] Research on communication effects should include all levels of the media itself, such as media technology, content, situation, system, etc., and all levels of effects, such as effect attributes, impact objects, and time. [8] Such a research orientation of the communication effect with critical vision has formed a certain scope of consensus in the theoretical industry.

At the same time, another academic development trend of the research on the effect of communication is equally noticeable. With the rapid growth of online communication behaviors, the production of massive online data and the popularization of calculation methods, the research orientation and research methods named the name of communication -calculate the application of social sciences in news communication research -with cross -crossing Disciplinary links and the application prospects of the study of social media (Social Media) have activated the value and contribution of the 5W model theory and the research on the research effect. [9] In response to people's criticism of the 5W model, calculating the communication science re -pulling the problem to the universal appeal of theoretical production: the 5W mode as a highly abstract conceptual theory is to eliminate the interference of contextualization. , So that the theory of communication has the possibility of universality; and the feedback that was ignored or unable to investigate in the 5W mode in the past has been effectively incorporated into the theoretical framework at the moment of calculating the development of communication. [10] Then, calculating the knowledge production of communication science responded to some basic issues. For example, people exaggerate the degree of self -media, and more people are still the audience. They are either active or dives. The identification of users with different activity and considered them into the category of heterogeneity. [11]

In the context of in -depth medium, the study of effects requires the two theories of the integrated media influence and computing communication. Connotation of effect. Based on this, this article proposes that new elements such as network nodes, media interfaces, and digital platforms are important aspects to grasp the mechanism of communication effects. Among them, the "point" effect of the network node impacted the presets of homogeneous and blurred collective audiences in the research of traditional effects. A power structure composed of individuals with dot -like individuals became the source of the influence of communication. This requires the emphasis on relations and the tracking of relations into the process of communication to replace the setting of the influential direction and nature of the determined influence in the traditional effect theory. The "face" mechanism of the media interface is the core viewpoint of understanding the iteration of the media scenario, and the legitimacy of the media with the reconstruction of the interface is the red line of the media integration. The kinetic energy and potential energy are related to the absorption and connection ability of social relations, not the flow of traffic brought by the short -term fluctuations of views, attitudes and behaviors. The increasingly structural network platform as the "body" system is the basis for the current media integration. New mainstream media need to deal with the following tension structure in this domain, that is, centralized traffic mechanism and publicity of inclusive services. This represents a new concept of structural structure of communication effect. The node effect of the propagation

When analyzing the characteristics of the Internet, Manuel Castells pointed out that "its way of operating is decentralized, but this does not mean that it does not exist. The fact is exactly the opposite. On the basis of interconnection between them. The key to the problem is that these nodes can be reconstructed according to the new tasks and goals, and they can increase or reduce their importance as they obtain or lose their knowledge and information. "[[[[[[[ 12]. This insider reminds that the information ecology of the Internet is based on nodes. The node itself has gone through a continuous reorganization process. There is no paradox presets such as a constant node center. Therefore, communication no longer has the absolute boundary of the so -called communicators and receivers in effect research. This is not conflicted with the reinvent of the computing communication science. A pair of mass communication relationships and the propergen (Prosume) communication mode exist in the Internet environment. The heterogeneous audience brings the transmission relationship The transformation potential.

In the research design of the classic mass communication effect, the sampling test designed for independent individuals based on independence and identification distribution based on independence and equal distribution is based No longer related to each other. [13] Therefore, in the traditional communication effect study, the premise of collecting the audience's self-reported self-report (14] to examine the research methods of the audience, which is not effective in the frequent interactive network space. In terms of calculating the development of communication in recent years, how to focus on acting relationships, how individual behavior affects network structure, how group behavior condenses into fields, etc. [15] social network analysis (Social Network Analysis) , An important method of node and network relationship. Related research paths include: to measure the degree of consensus between participants by discussing the similarity of the semantic network of a network; study the emotions or attitudes of individuals through natural language treatment; analyze and spread through the interaction in the network to analyze and spread Effect on behavior. [16] Therefore, the understanding of the effect of the communication ecosystem needs to fundamentally eliminate a simplified influence theory and control variable test method, and place a relational mechanism at the core of effect research.

In practical applications, this calculation research method and concern about the effect have spawned the public opinion industry. The transformation process from public opinion to public opinion, reflects that traditional media have anxiety about the passive position guided by public opinion, and there is anxiety in the passive position guided by public opinion. The public opinion products provided by outsourcing institutions such as universities and Internet platforms highlight the stress methodology of dataism. [17] Corresponding to the public opinion data provided by the Internet platform outsourcer to assist judgment and decision -making is that the news recommendation algorithm based on content, collaborative filtering, and sequential popularity of traffic logic is often created by the creation of public opinion The core mechanism of the event. Therefore, if the Internet platform that is both a player and a goalkeeper rely on the psychology of excessive data, traditional media will not fundamentally jump out of the inertial logic of currently spreading ecological self -reproduction. And once the outbreak of negative events is encountered, the hard management and control of the Internet platform through the method of deleting posts, control reviews, and other methods will intensify social contradictions while suppressing information needs and stimulating public opinion. Live public opinion, so as to disintegrate the governance ability of data instrumentalism. In the value -added data of subsequent Internet platforms, the response and follow -up of the mainstream media have always been at the edge of the information flow, and it is difficult to resonate with the information environment at the same frequency.

Therefore, the understanding of node effects in the era of deep media requires mainstream media to fundamentally clean up the public opinion and control view of public opinion in public opinion, and to remove the one -sided attention of the data productive forces brought by the node effect; It is regarded as an unstable factor in explosiveness, and it is used as a new type of communication with super -penetration. The huge relationship chain generated by the node effect as the core of the effect assessment, so as to grasp the collective psychology, public emotions, and social pain points, so as to adapt to the nodes -based, relationship mechanism, and network as the kinetic energy as productive. The communication effect is logical. It is worthy of recognition that in some relatively positive issues, traditional media have explored how to use the reorganization of node structures to play the effect of the media. For example, during the construction of Lei Shenshan and Vulgar Mountain Hospital in Wuhan, traditional media invested in the form of cloud live broadcasts all over the weather to maximize the companionship of the media [19]. When users continue to pay attention to the social dynamics of the society, social concerns and social emotions are properly placed. Inadequate information acquisition and explosive medium and information growth are the two sides of the current spread of ecology. This reality is a challenge and opportunity for the construction of new mainstream media. This also requires: "The transmission of any information lies in whether this information itself can be reproduced, and to cultivate a new social relationship from the consciousness and concept derived from this information." To reshape the social relationship through a link of nodes. The key to the problem is that this kind of test water in positive reports is not widely used to major issues that are generally concerned about the public, and the closeness of the former and the public's daily information life is often very limited.

The distributed structure of the Internet enables each node to have a link ability, realizing the mutual conversion of individual and collective forces, and the relationship between the relationship between the relationship and the reproduction of the reproductive production itself has become a new value focus, which has changed the mechanism of communication effect. Only by understanding this link capacity and value -added logic with unlimited potential, and placing themselves on the corresponding link contacts can traditional media take the priority position in the information flow.

Media interface mechanism

Traditional media transition to digital media means a new media interface to become a carrier of communication. The request of re -obtain influence and the demand for legitimacy requires the specificization of the dissemination effect into the reconstruction of the interface mechanism. It not only emphasizes the media content of the media content Design is also related to the creation of discourse space and words.

The communication effect means a cultural potential energy and its reappearance. The two -point method of lingering in the early days of the traditional media transformation is a man -made divestiture, but also reflects that the source of legitimacy has become a competitive mechanism under the changes in the media ecology. Qi Aijun and Hong Junhao pointed out in the concept of how to understand the mainstream media (Mainstream Media) that from the perspective of media culture production, mainstream media can continue to play a leading role in the core-edge media cycle production, which has a professional news major High -quality media at the same time; at the same time, it is still open, a media that can constantly absorb the edge to maintain its legitimacy and legitimacy; its formation is not appointment or self -proclaimed, but the result of social recognition. [21] The analysis of the legitimacy sources from the perspective of cultural production provides new epistemological resources for understanding the current media ecology.

Corresponding to the concept of proposing a new mainstream media is the abandonment of the concept of (traditional) mainstream media. In the 1990s, the early use of the mainstream media discourse in the context of Chinese media witnessed the transformation of the media ecology. At that time, the market -oriented media announced the "advancement to the mainstream media" [22] through professional news reporting practice, and traditional party newspapers and radio and television media faced the crisis and started discourse competition for their own mainstream media. The process of self -confirmation is different from the practical momentum of market -oriented media. The new mainstream media proposed at the moment is also an ideal discussion, which suggests that the current information ecology of traditional media has changed. Furthermore, the disadvantage of the communication effect is not the historical disadvantages of the mainstream and the practice of the communication. Only from this perspective to grasp the complicated media pattern, traditional media can understand the urgency of seizing the position.

During the severe transformation of society, the noise of social facts need to be woven into the consensus of the social context. Through the creation of flexible interface, the release of the elasticity of discourse, and the fairness and publicity of the discussion atmosphere , Not limited to being expressed, defined, and selected. [23] This kind of absorption is no longer a "reader letter" column and "listener call" link in the traditional media era. Unprecedented levels of voices and different demands in society are the prerequisite for big data operation. At this time, the dissemination effect assessment should not stay on the changes in cognition, attitude, and behavior that is outlined with data, and it is necessary to emphasize the activeness of the media space on the "security net" and "pressure reduction valve" effect on the real situation.

When computing communication, when tracing the history of its own development, the TV viewers Analysis (TV Ratings Analysis), which was born in the West in the West before the Internet period before the 1970s, refers to the original point. [24] With the word "ratings" in the mid -to -late 1980s, the term "ratings" was introduced to China, and the ratings surveyed in mainland China caused complex effects. This method of studying the audience and the effects of communication with social sciences, with its "scientific" and "objective" image on the television industry, has a huge impact on the TV industry, and the "media media brought about by the theory of American empiricalism communication in China "The concepts of" audience "and" communication effect "gradually changed people's cognition and evaluation standards for newspapers, radio, television and other media. In contrast, traditional audience letters call, hold symposiums, interviews and other qualitativeization. Opinion collection methods are "subjective and casual." [25] However, in recent years, the value of the value of TV ratings has demonstrated the complexity of the TV media on the issue of evaluation effects. When the user's purchasing power and market size are riced, the rationality of traditional media ratings surveys, it actually violates the purpose of the socialist media construction and development of "people's democracy". [26] This reminds us that the problem of communication effect cannot avoid specific political and social context. If the communication practice of the main theme film and television circle on the TV screen in recent years is a callback of the cultural attributes of the effect proposition, then the public opinion survey of China "Survey", you can find that effect research can use the western social science methodology to serve the needs of news reform, re -activate the tradition of mass lines in news practice, collect the real voice of the masses to the press, and focus on investigating important issues such as the trust of the newspaper , The closeness of the relationship between the journalism and the masses is the basis of the legitimacy. [27] In the early 1980s, the public opinion survey based on calculation methods made a prompt for us to think about computing the opening of social sciences and effects. consistency.

Traditional media has transformed into a new mainstream media, and it also needs to maintain the absorption and Unicom of the established structural elements of society. This requires that when evaluating the effect of communication, putting aside attention to pure information production, and incorporating service and governance efficiency together into consideration, that is, to help carry out party and government services, public services and business services; conduct internal autonomous governance and collaborative external governance [ 28]. At the moment, when dealing with the relationship with other systems, the media system needs to rely on its internal and party -based mass line criteria to fully open up the joints of social communication with a strong connection ability and face social concerns. Therefore, when evaluating the effect of communication, it is necessary to use legitimacy construction as a basis for examining the communication practice of new mainstream media to activate the social relations of the media interface.

Platform tension structure

The key context of the current deep integration of the media is the comprehensive reconstruction of the Internet platform for the spread of ecology. Traditional media faces this new game rules and cannot avoid structural tension factors. The increasingly structured Internet platform has not left surplus to the diverse media integration practice. The attempts to gather traffic in the way of developing news apps in the media are also proven that the results are not high. [29] Wang Tianjiao pointed out that although some studies believe that in recent years, my country ’s heavy punch strike online rumors, purify network space, and more and more party media, government agencies have settled in Weibo, WeChat and other social platforms, etc. The public opinion ecology, but the information ecology of the social media's information on the supply side may not fundamentally affect its use effect; or, as far as the current supply side changes, social media cannot be the same as the passers -by of traditional media. [30] The results of this study largely confirmed the anxiety of traditional media about the content supplier and effect distributor. From this aspect, computing and communication can provide help, provide basic research support for the use of different media and people's cognition, attitude, and behavior of behavior. , Clear the relationship between the information pattern of the supply side and the overall information dissemination ecology.

In addition, when evaluating the effect, it is necessary to fully understand the tension structure of the established information ecosystem, and the battle for the value of the traffic economy and the value of the mass line. In fact, the Internet platform is commodized by tracking and collecting data from almost all social behaviors and social behaviors, and hides the cultivation, selection and control of specific content in the neutrality of the surface. [31] The effect of the effect is therefore replaced by the naturalization process of "people like, pay attention, and recognition" to avoid the essence of people's emotional and significant structure with algorithm logic. "Information dissemination based on algorithm logic not only stimulates various social issues, but also catalyze various subjective will and power projection. The final aggregation is a medium relationship that stimulates power and limited. It affects the value of things, and this stipulates how people come into contact with the form of reality and create a reality. "[32] Whether it is a bottomless line or a vulgar title party, these are regarded as the algorithm culture ecology. A by -product, in fact, clearly shows the commercial genes in the Internet platform.

The Internet platform has become an infrastructure in the era of deep medium with its traffic password and omnipotent business tentacles. This aspect has given it a bargaining power that transcends economic attributes, and has also loaded its obligation to fulfill public social responsibility. [33] With the world's regulations on the regulations of online platforms and social media in recent years, using values ​​to lead the algorithm, the Internet platform must have the obligation of "gatekeeper", fulfill the duties of public regulatory agencies, and supervise illegal other companies' illegal laws. Behavior [34], etc., reflects that the Internet platform and real society are no longer replacing relationships, but showing a state of deep integration and mutual construction. Therefore, the media and the Internet platform are not just content supply and demand relationships, but in the transition period of overall social relations, how to reset the interactive mechanism of traditional media to reset its interactive mechanism with the Internet platform. Based on this requirement, the reconstruction of new mainstream media needs to think about how to join the overall social transformation named after regulation and governance as a real social transformation. From this perspective, to examine and understand the effect of communication, we need to pay attention to how the Internet technology variable helps to create a new information environment. This is different from the development prospects of digitalization with technical myths such as freedom, equality, and sharing in the early stage of the Internet development, and requires a fundamental cultural belief -public inclusive service -grasping the practical reality of technical practice Dynamics, continuously deal with the disturbance of the traffic dividend on the mass line. Only by grasping this, the new mainstream media releases the energy of the node effect, and the sound of absorbing the media interface can keep the core value orientation, and the advantages of data resources and algorithm computing power can be appropriately used in the practice of improving the communication effect. In this regard, different from the algorithm logic with the spy of emotional economy (Affective Economy), the bargaining chip of traditional media and Internet platforms is to create a positive cultural identity mechanism through stable and high -quality content productive forces, and through diagnosis of data, The "social identity" of commercialization, calibrate the destructive mutation of the overall information environment.

Therefore, understanding the dissemination effect of new mainstream media in the era of deep medium needs to surpass the former linear communication paradigm and corresponding control theory, and fully consider the complexity, subjectivity and relations of the effect constituent elements. The concept of communication effect with nodes, interfaces and platforms as its core elements has shown a wealth of theoretical exploration space, and will also open a new path for the communication practice of new mainstream media.

Reference format for this article:

Ji Deqiang, Chen Rui. Node, interface and platform: The three elements of the communication effect of the deep medium [J]. Young reporter, 2022 (13): 20-23.

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