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2017媒体融合发展论坛内容分论坛 :编辑后撤、算法当道 媒体如何提供内容竞争力?
2017-08-21 15:56:32 中国青年网
个性推送时代,编辑后撤、算法当道。如何拓展、推广渠道,提升内容竞争力,如何利用渠道提升产品力?就这个话题,在8.18日召开的“2017年媒体融合发展论坛内容分论坛”上,《财经》杂志执行主编靳丽萍、腾讯网资讯运营部副总监王舒怀、CIBN互联网电视运营总监冷杉及复旦大学新闻学院教授、院长助理周葆华展开热烈讨论。
算法已成必然趋势 但不是唯一模式
作为复旦大学新闻学院的教授,周葆华说:”算法已经成为当下传播生态由于供给和需求变化带来的必然趋势, 我们已经没有办法回到一个逃避算法的时代。我们今天应该重视算法,同时又不应该过分放大算法的作用。” 他认为算法一方面使整个传播行业在供给和需求两方面发生重大变化,让媒体跟用户发生紧密联系;另一方面,也跟 “移动优先”战略有关,移动端使受众从需求上需大量内容匹配以及永远在线的时间使用生态。
周葆华认为,算法将极大影响到新闻的传统价值,传统时代一个好的新闻要具备反常性、社会性和显著性,而人工编辑代表以前专业或精英的立场。但现在好多算法不太强调这一点,会强调是否满足用户的个性需求。而讲个性是不是排掉了以前的社会显著性,或如何经由个人满足性达成社会意义或者社会效应,是需要继续探讨的问题。
“算法是现在渠道连接或者内容匹配的一种模式,但绝对不是唯一的模式,个人媒体、机构媒体不一定要用算法。”周葆华补充。比如像澎湃,是非常高质量原创性的、品牌性的内容,供给量并不是巨海量,可能无须一定用算法。不同媒体要针对他的特性和他要追求的目标考虑自己的分发模式。
算法将如何影响内容生产者?腾讯网资讯运营部副总监王舒怀认为,算法首先影响了编辑流程。之前我们可以叫自己编辑,现在更多地把自己称为运营人员。而运营的概念不是否认编辑,而是在编辑之上,不仅要盯热点,也要联动大量传统媒体和PC,在热点事件发生时针对不同信息品类组织内容,之后把内容放到不同池子里,为它们打上不同的标签,赋予不同权重的值。也就是说在实践中,是由人主导来让算法帮助我们实现更精准的分发,未来编辑的模式就是一个内容由人来告诉机器是给一千万曝光还是两千万曝光。同时,在算法主导的客户端或者分发模式里,极大地弱化了品牌。也就是说我们未来关注一条新闻的时候,不会关注到它怎么生产的,只是关注到新闻本身。
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