青年使用微信接收新聞與傳播策略探析

Abstract

本研究探討微信青年用戶，如何通過微信軟體進行新聞接收和傳播活動，並且在此過程中運用了怎樣的傳播策略以因應具體的傳媒和社交情境。目前，微信使用者接近9億，社交媒介成為越來越多年輕人閱讀和傳播新聞的主要平臺，基於中國大陸的傳播環境和社交文化，青年用戶為達到傳播訴求而運用直接或間接的策略手法進行新聞資訊的接收和傳播。 針對微信新聞的傳播和接收，本研究主要運用第三代受眾研究中媒介文化以及實踐典範的相關理論，並受陳順孝對於記者紀實避禍的相關研究之啟發，採取訪談法，訪問了十名具策略傳播代表性的青年用戶，從直接和間接兩大策略五個模式中，探析青年策略傳播的具體過程。 研究發現青年用戶運用策略主要表現為直接和間接兩類，直接策略為自營自媒體，用戶在微信上創設公眾號，創作內容，形成自媒體形態，以應對具體情境。間接策略含括迂回轉進、使用暗碼、支援和夾縫求生四種模式。使用者通過將新聞資訊「轉進」入不同社群或者進行形態改變以進行更充分的交流和再度傳播，同時熟練運用網路文化進行網路表情或者黑話的釋義完成對資訊的交流和傳輸，並運用微信提供的支付功能對優質新聞來源進行支助，同時把握科技手段，進行時間差和技術差的策略應對審查系統。支援和無聲的方式超過過去策略傳播的框架，成為新的策略傳播形式。

This study explores how young WeChat users receive and spread news with the medium of WeChat, also the strategies they use to deal with the specific media and social situation. At present, the number of WeChat users has nearly reached 900 million, and social media has become the major platform for more and more young people to read and spread news. Based on the spreading environment and social culture of Chinese mainland, young users would use direct or indirect strategies to receive and spread news in order to meet their requirements. As for the receiving and spreading of WeChat news, this study mainly utilizes the related theories of media culture and practical examples in the third generation of audience studies. Inspired by the research of journalists’ recording facts and avoiding misfortunes by Xiaoshun, Chen, we take the method of interview, 10 young users with representativeness of strategic communication are interviewed, and we explore the specific process of youth’s strategic communication from both direct and indirect two strategies, five models. The study shows that the strategies of young users mainly consist of two categories: direct and indirect. The direct one is self operated media, which users creat public account on WeChat, creat content, and form self media in order to deal with specific situation. The indirect one consists of four models: roundabout advancements, use of secret code, support, survive. Users turn news into different communities or change its form to further communicate and spread once again. Meanwhile, to finish communicating and transferring information，they use Internet culture to paraphrase network expression or slang skillfully, and support outstanding news source with payment function which WeChat provides. Grasping technological means, they use the differences of time and techniques to avoid examination. The way of support and voicelessness has exceeded the former frame of strategic communication, it has become a new form of strategic communication.