摘要
在融合媒介背景下,基于问卷、实验方法的媒介效果测量方法,在测量行为、技术、成本和用户体验方面都面临着新的挑战。本研究尝试使用了一种名为"Quantify"的新测量方法,在结合实验、问卷的情况下,面向数字媒介对传统测量手段进行了改进,并以"情绪指标"为测量对象,探索了这种方法在融合媒介传播效果研究中的应用可能性。本文认为,Quantify方法能够通过简单的用户行为,经过统计方法输出更高级别的测量结果,适用于当前用户时间碎片化、测量成本升高、传统方法信息价值下降的现实情境,适合融合媒介背景下跨屏幕效果测量的实际应用。
Methods for measurement of media effects like survey and experiment face more challenges in convergence media,especially on the process,technics,cost,and user experience.This article tries to apply the Quantify method which combines both advantages of survey,experiment and web technology to communication study,and takes emotional strength as the measurement object,to explore its availability in media effect research.The conclusion is that the Quantify method can output more detailed data via users’simple activity,and it fits the situation that users’attention is fragmented,traditional measurement has a high cost and low efficiency.The method is also practical to effect studies on cross-screen experience.
出处
《中国新闻传播研究》
2020年第2期213-225,共13页
China Journalism and Communication Journal
作者简介
丁迈,中国广视索福瑞媒介研究有限责任公司总经理,中国传媒大学博士生导师;董光宇,中国传媒大学传播学博士研究生
