A few days ago, under the guidance of the network review work bureau of the central network information office, the blue book press conference of China Network review development report (2019) and the network review think tank seminar organized by the social sciences literature press and the Zijin Media Research Institute of Nanjing University (Beijing) were held in Beijing.
At the meeting, the blue book of Internet review: China Internet review development report (2019) (hereinafter referred to as the report) was released. The report, initiated by the network review work bureau of cnmio, aims to systematically summarize and comprehensively analyze the development of China's network review in 2018-2019, and provide a "reference frame" for the future high-quality development of network review and establish a "wind vane".
Experts from many universities, think tanks and media institutions attended the meeting, and carried out in-depth discussion on the development and construction of network comments. At the meeting, the online review think tank formally established and hired the first batch of experts to provide more powerful theoretical guidance and intellectual support for online review.
Highlights of the report: comment on "accurate portrait" for the Internet in the new era
The blue book is presented in the form of "total report + 8 sub reports". It comprehensively uses knowledge map, social network big data analysis, questionnaire survey and other methods to carry out research, comprehensively analyzes the dissemination law of network comments, presents the current situation and future trend of network comments in three dimensions, and explores the effective expression path of network comments in the new era.
According to the three indicators of behavior characteristics, behavior motivation and content preference, the report classifies the typical users of online reviews into five categories: fragmented and low involvement users, social environment insight users, news oriented active users, interest immersion users, life information dependent users, and "accurate portraits" from gender ratio, regional characteristics, typical hobbies and other dimensions 。 It is found that the contact scene of network comment tends to be fragmented, and users often contact with short text, pictures, short videos, but less choose articles, long videos and audio. Internet comment users pay more attention to news. 88% of users think that Internet comment and news are worth watching, even more. The main motivation of users' access to network comments is emotional motivation, while information needs are secondary. The sinking of Internet users brings new opportunities for the dissemination of Internet comments. Analysis shows that the user sink has prompted the rise of new Internet commentary channels, and Kwai TSE has quickly occupied the blue ocean market with the new network platform, which is a App with many spice, quick interest and interesting headlines. At the same time, a large number of new users from small cities, towns and rural areas poured into the network comment communication process, which opened a new round of user bonus and formed a new "circle" form of network comment culture. In connection with this, "network review +" has become a highlight in the report by giving full play to its entry advantages and helping to win the battle against poverty. The report pointed out that in recent years, with the rise of online live broadcast and short video websites, online reviews have gradually changed from graphic and graphic forms to video forms. Online reviews, represented by word-of-mouth evaluation, short video sharing and online live broadcast, have provided important entrance for participating in national strategies such as poverty alleviation, and some deep poverty-stricken areas have become "online red card punching places". According to relevant data, about 30% of tiktok's 100 most popular County attractions are located in poverty-stricken counties.
Expert discussion: "building a systematic way of all media review"
The head of the network review Bureau of cnmio said that the high-quality development of network review can not be separated from the innovation drive, theoretical support and the efforts of think tanks. To promote the construction of network review, we need to consolidate the foundation and accelerate the basic research of network platform; to keep innovation and accelerate the Application Research of network review; to actively make a voice and build a new pattern of major public opinion guidance.
"Internet review is not only an important starting point for building a powerful Internet country, but also one of the key positions to enhance the power of Internet communication, influence and credibility." Cai Jihui, deputy editor in chief of Social Sciences Literature Publishing House and President of Leather Book Research Institute, said that multi-dimensional observation and interpretation of online comments in the form of annual reports provided a strong practical reference and theoretical support for online public opinion research and comment guidance. According to Li Benqian, Dean of the school of media and design of Shanghai Jiaotong University, three changes have taken place in the current network environment, which are directly related to the future development of network comments: first, the change from topic design or agenda setting to attribute setting, second, the change from emotional expression to problem interpretation, and third, the change from national expression to national "discussion". Hu Baijing, executive director of the school of journalism, Renmin University of China, proposed that we should pay attention to the problems existing in the fields of "social alienation" and "preference aggregation" and explore the possibility of public consultation. Taking relevant social topics as an example, he explained how the government, experts and the general public could find a suitable node to intervene in the fermentation of public opinion, so as to seek mutual consensus. Ding Ding, deputy director of Research Department of people's daily, believes that to build an online public opinion guidance mechanism from the perspective of all media, we should strengthen the production mechanism of online original content, establish an innovation platform mechanism of online comment form, develop a training mechanism of mainstream value algorithm, improve the shutdown system of online public opinion review, strengthen the public opinion monitoring mechanism of key platforms, and improve the effect feedback mechanism of online comment System. Wang Xiaohong, Deputy Minister of Journalism and communication at Communication University of China, pointed out that a systematic media commentary or communication idea should be constructed. Different media, different channels and platforms have different communication attributes. Simultaneous interpreting should have different modes of communication for different platforms. This is not a simple trade-off. Li Zhengfeng, vice president of the school of Social Sciences of Tsinghua University, is concerned about giving full play to the role of online reviews and helping teenagers develop their cultural values. He said that teenagers are the original residents of the Internet age, and they spend a large proportion of their time on the Internet. They should be effectively guided by comments suitable for the development of cyberspace.
Source: Guangming Daily