The Decomposer Of The Media Ecosystem: Tencent "Penguin Questions And Answers" Research

The rise of network society has greatly changed the face of social life.With the change of Internet technology,besides the change of teehnology,there is also the change of communication relationship.The 24-hour update of information has become the darling of the times,but people seldom care about how to create a healthy and balanced communication ecology and a series of other issues.If we neglect this problem,our beloved will become an abandoned child.The media ecosystem consists of producers,consumers,and decomposers.Self-media has made the number of producers of media information increase sharply.Everyone can become an information producer.The academic community has also focused on the research of information producers and consumers.However,there are few people interested in the decomposition of information,that is,the feedback of audiences.The convenience of technology has created a lot of network "section hands","opinion leaders","grassroots" and "net red",and netizens are more convenient than ever to express their opinions and participate in discussions.Faced with the continuous influx of enthusiastic netizens into the mainstream media,some media organize weChat readers and carry out offline activities,but for the original comments and comments of enthusiastic readers,most mainstream media do not know how to effectively utilize them.When a large number of user original content accumulates in the network environment,especially for the mainstream media with hundreds of millions of active users,on the one hand,it is the waste and imbalance of information resources,on the other hand,it may contain information garbage to pollute the ecological environment.How to make efficient use of user original content by mainstream media and how to integrate the wisdom generated by these users into the production and dissemination chain are the problems that every mainstream media will face in the network era.In addition,the network environment is also filled with a large amount of information waste and pollution.How to reduce network violence,rumors and other harmful information,properly guide users 'original content,and restore a healthy and balanced media ecosystem is an urgent problem.Information decomposer is the hub of dividing information energy,defusing public opinion pressure and returning it to natural and social environment for re-processing and utilization.Therefore,facing these problems,we must attach importance to the significance of information decomposer in media ecosystem.As an attempt by the Tencent News Client on the Q&A platform,Penguin Q&A is a very valuable media practice.It has certain guiding significance for other news Q&A columns,and it is also a balanced and hannonious medium of ecological information.The efficient use of user information decomposition results in some solutions.Based on the value of information decomposer in media ecosystem and Tencent news with active users for hundreds of millions of months has made good media practice with Penguin Question Answer.This study takes Penguin Question Answer as the theme of media ecosystem decomposer,and studies how Penguin Question Answer decomposes and utilizes information in order to balance other media practice and media ecosystemFrom the perspective of media ecosystem decomposer,this paper mainly studies the dissemination behavior of Penguin question-and-answer media information decomposition,including its goal,motivation,content,process and experience,providing reference for other similar question-and-answer platforms.This paper is divided into six chapters.In the first chapter,the introduction part elaborates the research object,the basis of topic selection and the research methods.Then it analyzes the foreign and domestic media ecology research course and the similarities and differences between the two,as well as the present situation of the domestic question and answer platform research.The second chapter summarizes the theory of media ecosystem,analyzes the structure of media ecosystem in detail.Then it divides the various elements of Tencent news client,and identifies the information producers,consumers,and decomposers in Tencent news client.In particular,it analyzes the role of Penguin question-and-answer in the Tencent News client.According to the theory of media ecology,the third chapter analyses the motivation and goal of information decomposition of penguin question-and-answer.We find that information flow is the reason of media information decomposition.When everyone becomes the node of information dissemination,everyone is the producer of information.In the environment of knowledge surplus,everyone can decompose and utilize the information around him.The fourth chapter goes deep into the information decomposition process of Penguin question-and-answer,then expounds the process of question-selection planning,information decomposition and dissemination.We found that the Penguin question and answer is from the "news background preheating-in progress-long tail" set questions,leading experts and netizens to participate in the decomposition of information.This facilitates the further development of news content and the wide dissemination of news questions and answers.Then,this article lists some typical cases to analyze its various information decomposition methods,such as "Q&A+expert","Q&A+organization" and so on.In the fifth chapter,we use content analysis method to study some characteristics of Penguin question-and-answer information decomposition content,such as news topic,user type,expression way,and so on.We find that Penguin question-and-answer is biased towards social news topic,and social news communication effect is better.Experts and ordinary netizens are more balanced in the number of questions and answers.Experts tend to resort to rational communication,while ordinary netizens tend to resort to emotional communication.In the sixth chapter,we summarize the strategies of media information decomposition based on media ecology theory and content dissemination characteristics of Penguin question-and-answer,then we also put forward optimization strategies for other question-and-answer platforms.