Online and Mobile Journalism & Interactive Process and Audiences

YU Yingzhen (Ines) ZHAO Chunan (Beryl) WANG Mengling (Molly ） WANG Mengning (Morning)

• Interaction is a kind of action that occurs as two or more objects have an effect upon one another. * two-way effect

• Interactive media normally refers to products and services on digital computer-based systems which respond to the user’s actions by presenting content such as text, moving image, animation, video, audio, games, etc.

Wikipedia

Definition

Evolution of

Technology

Interactive Media Audience

Impact on audience’s behaviors & their preferences of interaction

Audience’s interaction impact on media in turn

Framework

Radio

Interaction:News hotline, mails, surveysQ&A column

Newspaper & magazine TV Online

Interaction:+live hotline+live messages

Interaction:+ participate in recording field+captions

Interaction:+ BBS +SNS platforms+Interactive plug…

Evolution of interaction

Caption:

Interaction between

TV Host and audience

Paper based hyperlinks:

Interaction between

News paper and readers

Media content: More choices, cheaper, personal, mobile

Audience: More active, demands, fragmentation, losing focus and loyalty

Key to seize attention:•Incentivize deep interactivity•Develop deep connection with audience ( emotional)

Trend

Evolution of

Technology

Interactive Media Audience

Impact on audience’s behaviors & their preferences of interaction

Audience’s interaction impact on media in turn

Framework

Four kind of Four kind of interactionsinteractions

1 23 4

Human/Human

Human/Media Media/Media

Media/Human

Interactive Modes

Deborah S. Chung Interactive Features of Online Newspapers: Identifying Patterns and Predicting Use of Engaged Readers

Media/Media

Give readers more control or choice options in experiencing news stories

Audio/video filesHyperlinks

Media/Media----more interesting things

By connecting people to more information, hyperlinks can help news site visitors find more information and learn more about important issues facing their communities. And from a business perspective, hyperlinks can improve site stickiness.

But different statement of hyperlinks have different effect on the number of clicks on the site.

Human/Human

Interpersonal communication online

Message boardsSharing through social mediaChat functionQ&A (live chats)

Human/Human

Interpersonal communication online

Message boardsSharing through social mediaChat functionQ&A (live chats)

Human/Media

Express personal opinions.

Submit commentOnline pollReporter/editor email linksLetters-to-editor

Human/Media

Express personal opinions.

Submit commentOnline pollReporter/editor email linksLetters-to-editor

Human/Media

Express personal opinions.

Submit commentOnline pollReporter/editor email linksLetters-to-editor

Human/Media----more interesting things

People rated a three-column comment section more favorably than the one-column comment section.

A series of poll questions on a page can increase people’s engagement.

Reporter’s interaction in the comment section may help to reduce the chances of an uncivil comment.

Human/Media----more interesting things

Media/Human

Customize news to personal liking.

Customized headlines/topics/weatherSearch featureE-mail alerts

Media/Human

Customize news to personal liking.

Customized headlines/topics/weatherSearch featureE-mail alerts

No.1

More Impressive Cases

Promoted in this July.

A typical example of Human-Human interactive.

An ask-answer community.

Give users the chance to communicate with people involved in the big news events.

No.2

More Impressive Cases

• An information/news dissemination medium• Founded in 2012• 300 million+ users, 30 million activation per day• Key: • Calculate users’ interest using social media activities;• Refresh user model within 10s after every click

• Options:• Location• Channel• Comment, like, share, save, and maybe DISLIKE in the future

Evolution of

Technology

Interactive Media Audience

Impact on audience’s behaviors & their preferences of interaction

Audience’s interaction impact on media in turn

Framework

Fractional News Consumption

Personalization

Purpose：information>self-image building

Impact on Audiences’ Behaviors & Their Preferences of Interaction

Newspapers: read multiple pages or even all the news

Notifications of important news

News is usually post individually due to the word limitation

Fractional News Consumption

Provide kinds of personal services to suit individual preferences

Efficiency

A form of user-to-system interactivity that uses a set of technological features to adapt the content, delivery, and arrangement of a communication to individual users’ explicitly registered and/or implicitly determined preferences. ----Neil Thurman & Steve Schifferes THE FUTURE OF PERSONALIZATION AT NEWS WEBSITES

Stereotype perception

Personalization

Purpose ： information > self-image building

Comment Like Repost

Evolution of

Technology

Interactive Media Audience

Impact on audience’s behaviors & their preferences of interaction

Audience’s interaction impact on media in turn

Framework

Crowd-sourcing

ConsumerInsight

Marketing&

AdvertisingDiversified

Image

Crowdsourcing

• Online and mobile news facilitates better interaction

• Apart from questions and grievances, they can also provide sources to news media, like textual clues, photos, videos, etc.

• Example of crowdsourcing via online interaction: CNN iReport

CNN iReport• ‘Share your story’

Name Address Contact number

Newspaper & Magazine

TV Online

More about audience as a whole

Less about individual

Address (more precise)

Content preference

……What news media know about YOU

Consumer Insight

• ‘The Internet destroys the noisy advertiser-silent consumer relationship’

——the Media Center at the American Press Institute

• Challenges:• Explore avenues for targeted, personalized advertising• Advertising-supported model subscriptions and other pay-for-content

models• Find new ways to present audiences to advertisers

• Interaction Personalization Identify more targeted advertising

Marketing & Advertising

Case: TouTiao.com

• Serve as a platform connecting news media, advertisers, amateur writers, readers

NewsMedia

Adver-tisers

AmateurWriters

Readers

Algorithm based on interaction

Example: Sep.3 Parade

• CCTV News only cooperated with TouTiao and provide it exclusive videos

• TouTiao disseminated them to users who are interested in this topic, according to TouTiao’s algorithm

• Huge traffic:• 10,000,000+ read• 2,000,000+ simultaneous online

viewers• 30,000,000+ accumulated play

(by 17:00, Sep.3)

• Direct communication between readers and journalists or editors• Build up journalists’ and editors’ own credibility• Enable journalists to disclose articles or materials different from news media’s

position

Public image of news media as a whole

Diversified and fragmented image of reporters and editors

Diversified Image

Evolution of

Technology

Interactive Media Audience

Impact on audience’s behaviors & their preferences of interaction

Audience’s interaction impact on media in turn

Thank you