| With the rise of social media,We Chat has become an important communication channel for data news.The communication logic of social media is different from that of the PC Internet,and the social communication of data news has gradually attracted attention.However,most studies only focus on its content production,ignoring the level of communication effects.Therefore,the importance of effect research is highlighted.Data news is a complex object composed of multiple elements.Highly popular data news has a variety of different content combinations,which makes it difficult to effectively summarize,and the traditional statistical analysis focusing on net effects is often ineffective,and it is difficult to find and identify key factors.influencing factors.Based on this,this study takes We Chat data news as the research object,adopts the perspective of synchronic multi-case study,and includes 519 data news published by Netease Shudu,Guyu Data and Pengmeishu in 2020 and 2021 as cases.On this basis,research on content presentation and dissemination effects is carried out.In the first part,the content analysis of 519 data news articles in the case library was carried out in terms of content presentation,and it was found that the current data news has topic-based preferences in topic selection,youth topic preferences,and space-time narrative preferences in the narrative dimension.There is a preference for authoritative data,the overall level of data analysis is low,and the application of dynamic interaction design is less.In the second part,on the basis of content analysis,this study uses the research method of clear set qualitative comparative analysis to analyze the microcosmic mechanism of the high-profile social communication of data news.Based on the main body analysis framework of "news standard-data application-visualization presentation",combined with theories and cases,the research refined the news topics,the nature of topic selection,data types,data sources,data narratives,data processing degrees,visualization types and rich visualization forms Eight content-level conditional variables are used,and the communication effect is divided into two levels: communication popularity(reading volume)and user positive feedback(click rate).Following the principle of intentional sampling,case set A and case set B were selected from the case base as samples for communication heat research and user feedback research.Case set A contains 55 cases and case set B contains 50 cases.Through qualitative comparative analysis,this study found nine micro-configurations of high-profile dissemination of data news,six micro-configurations of low-profile dissemination,and eight micro-configurations of high-click rate dissemination.On this basis,the obtained micro-configuration is further inspected,summarized and theoreticalized by returning to the case and cross-case analysis.In the end,this study extracted four types of high-hot communication,two key factors of low-hot communication and four core conditions for high click-through rate.The high-profile configurations are data-driven,topic-selection-driven,panoramic display,and news argumentation;the low-profile elements are low-level news argumentation,interactive design,and video;the high-click rate configurations are dynamic charts,limited form argumentation type,epidemic reporting type and multi-source factor type.On the basis of the effect study,the author puts forward the following enlightenment: make good use of non-authoritative data,pay attention to the topic selection of emergencies,strengthen the diversity of visual forms,and improve the level of demonstration and analysis;Skillfully use dynamic interactive chart,limited visual form of news demonstration,follow the news values. |
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