新媒体传播.ppt

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1、2023/3/27,新媒体传播(1),新媒体传播(1),新媒体传播(1),什么是 blog?What is Blog?,美国著名研究机构Jupiter Research于2006年6月26日发布报告企业博客：实施、营销和评估，主要内容包括：35的大企业计划在年内创立企业博客，加上目前已有企业博客的34，合计有近70拥有企业博客，到年底企业博客将翻番。64的经理表示，用于部署和管理企业博客的支出不到50万美元。仅32的营销经理说，利用企业博客就公司的产品(服务)进行口碑营销，表明企业博客在产生口碑营销机会方面，并未得到充分应用。,新媒体传播(1),blog的基本结构 The Structure

2、of Blog,ELL MORE,边框导航栏,正文发布栏,新媒体传播(1),Blog生态系统 blog ecosystem,Blog作为ELL MORE网络身份标识 Blog as a Symbol for On-line Identity以个体(领导者,设计者,工作者)为中心 vs.主题/讨论为中心Individual centric vs.topic/discussion centric通过书写呈现可见的(高雅简洁，引细藏致。品质先锋，多样时尚)个性特征Personal characteristics exposed through writing Link作为参考导向 Links as

3、References链接文化:通过链接阅读以及展开的延伸阅读Linkage Culture:Reading and extended reading through links 单向过滤:带有个人特色(权威，专业，幽默)的精彩内容呈现One way filtering:shows content with personal characteristics高质量的交叉链接(Cross-linking):在搜索引擎(如:Google)中提升RankHigh quality cross-linking:raises ranking through search engines(e.g.Google)

4、,新媒体传播(1),A,B,links to,votes for,pagerank,A,B,C,D,E,F,pagerank,附:Google的pagerank机制 Googles Pagerank Mechanism,新媒体传播(1),Blog生态系统 Blogs Ecosystem,分布式的对话 Distributed Conversations多点分散的留言 Distributed Comments发散式的主题结构 Distributed Content Structure个人为主导的内容选择 Individual-oriented content selection网络 Net:雪球式

5、网络:通过感兴趣的blog而找到志趣相投的朋友,进而延伸 Snow-ball type net:meet friends through interesting blogs通过共享环境建立信任 Build trust through a shared environment延伸搭配其他的沟通方式:IM,Email等等:Extends to other means of communications:IM,Email,etc.,新媒体传播(1),Blog 实践 The Practice of Blog,新媒体传播(1),Blog的社会性特征 The Social Features of Blog

6、,blog,blog,blog,RSS,Trackback,Blogroll,Comment,Semanticattribute,foaf,Refer,新媒体传播(1),Blogosphere的缺陷The Weakness of Blogosphere,单向交流而缺乏多维环境One-way communication and lacks multi-dimensions链接只针对内容和话题,而非”人”Links focus only on content and not“People”相对局限的小圈子Limited to small circles-relatively信息交互瓶颈:局限于小圈

7、子中Information exchange bottleneck:information trap within small circles,新媒体传播(1),Social Network 的历史History of Social Network,1967:Small World Phenomenon(Stanley Milgram)六度分隔1974:The Strength of Weak Ties(Mark Granovetter)2000:The Tipping Point(Malcolm Gladwell)The Connector archetype enters vernacul

8、ar:引爆流行2003:FriendsterOnline social networking goes viral,新媒体传播(1),六度分隔 Six Degrees of Separation,1967:Small World Phenomenon(Stanley Milgram)六度分隔实验 An experiment of Six Degree Seperation,Degrees of separation=no.of steps to go half way round circle,新媒体传播(1),弱链接的威力 The Strength of Weak Ties,1974:The

9、 Strength of Weak Ties(Mark Granovetter)弱链接在小世界中的随意性以及极强的触发性每个人都有许多弱链接Blogs are weak tie machines(Moore,2004)Thanks to components like comments,trackback,etc.Blogs are accessible by everyone with internet accessIdeas can be taken and distributed elsewhere,in other network clusters,via other Blogs,新媒

10、体传播(1),好朋友之间常常互相交换信息,但这些信息或许和我们已经掌握的信息大同小异而一般的熟人之间并不会经常有机会交换信息.互相之间或许都有保留而正是这些朋友的朋友,他们所提供的独特信息或是机会或许正是我们所需要的.弱链接的威力正在于此,弱链接的威力 The Power of Weak Links,新媒体传播(1),社会性软件的作用The Function of Social Software,发掘弱链接Discover weak ties与弱链接之间建立起联系Linking weak ties扩展个人关系网络Broaden social networ建立信任关系Build trust in

11、 relationshipPower Laws,即80/20法则:aka 80/20 Rule,Winner-takes-all20%of the population hold 80%of the wealth(Pareto),新媒体传播(1),种类繁多的社会性软件 Many kinds of Social Software,游戏Games:Xfire,自由模式Freestyle:TOrkut(Google),商业网络Business Networking:Ryze Linkedin Spoke Visible Path ecademy,共享媒体Shared Media:Flickr Wal

12、lop(Microsoft),聚会Meeting:Meetup,交友约会Friendship/Dating:FriendsterMYahoo PersonalsAdultfriendfinder,新媒体传播(1),社会性软件建立的人际网络Human Networks Built by Social Software,新媒体传播(1),社会性网络的缺陷The Weakness of Social Software,单调的个人介绍Simplistic Personal Profile匮乏的信任机制Lacks Mechanism for Trust 无法体现多维的影响Does Not Show Mu

13、lti-dimensional impact缺乏互相之间全面的了解Lacks comphrehensive understanding of people不明确的关系价值Unclear intensity of relationships,新媒体传播(1),“人”与“人”“People”and“People”,新媒体传播(1),个人门户的概念 Personal Portal,信息入口+沟通入口Personal information portal+Personal Communication Portal,新媒体传播(1),信息入口Information Gateway,个人相关信息的载体Pe

14、rsonal Information Related Mediums信息管理:Information Management知识管理:Knowledge Management项目管理:Project Management学习管理:Learning Management,新媒体传播(1),沟通入口Communications Gateway,外界接触与交流的窗口Windows to the“Outside”World社会性网络:Social Network工作机会:Job Seeking联系人管理:Contact Management公共关系:Public Relationship个人客户关系管理

15、:Personal CRM(Customer relationship Management,新媒体传播(1),信任机制Trust Mechanism,通过信任关系寻找需求关系Find people you need through people you trust个人为导向 Person orientated在现有的信任关系中发掘弱链接Discover weak links through existing trusted relationships自主性较强的选择外围关系网络Personal choice driven external relations network 全面呈现个体特征

16、便于外界的全面了解Comprehensive showcase of a persons unique characteristics for external understanding,新媒体传播(1),社会资本 Social Capital,社会资本取决于关系流通Social Capital Depends on LinkagesSocial Capital=Link CurrencySimilarly:异曲同工:Google Pagerank=Link currency,新媒体传播(1),交流的变化 The Change of Exchanges,新媒体传播(1),现有资源 Existing Resource,blog系统 Blog system社会性网络服务Social networking service个人联系管理Personal relationship managementRSS创作共用协议Creative commons lincense,新媒体传播(1),社会性网络,+,+,weblog,关系管理,未来的个人门户 The Future of Personal Portal,Social Network,weblog,Relationship management,