Research On The Use Intention Of Mainstream Media Vlog News

The development of mobile Internet and intelligent terminals has promoted the news from the era of "reading" to the era of "watching".The monopoly pattern of traditional media on communication platforms has been broken.In the past,a large number of audiences loyal to traditional media have gradually migrated to new media platforms.The discourse power of traditional media has gradually declined,resulting in channel failure.Under the guidance of many factors such as audience demand,technological empowerment and policy orientation,Vlog news came into being.As a new audio-visual form,Vlog news shows new characteristics that are very different from the traditional news style.Whether the audience can accept this new media technology and how to accept it is a problem that the mainstream media and journalists must consider.Taking the mainstream media Vlog news as the research object,this thesis mainly discusses the audience’s willingness to use Vlog news and its influencing factors.On the basis of reading and summarizing a large number of domestic and foreign literature,based on the use and satisfaction theory,according to the characteristics of Vlog news,combined with the technology acceptance model theory,this thesis constructs the research model of the influencing factors of Vlog news use intention of mainstream media,and takes the demographic variables of the audience as the control variables to analyze the factors affecting the audience’s use intention.Through the questionnaire data of 558 Vlog news users,this thesis investigates the needs and media perception of the audience,so as to investigate the influencing factors of the audience’s use intention.It is found that cognitive needs,emotional needs,integration needs and relationship maintenance will affect the audience’s perceived usefulness of media,among which cognitive needs have the strongest impact.Cognitive needs and dependence will affect the audience’s perceived usefulness of the media,and perceived usefulness and perceived ease of use will affect the audience’s willingness to use the media.Based on the above research conclusions,this thesis puts forward the following countermeasures: in narrative logic,Vlog news creation platform should grasp the narrative focus,ink the story with the news itself,and avoid the shift of news focus;In terms of communication content,Vlog news can use network language with strong sense of communication,expression package and popular background music to shorten the psychological distance between news and audience;Technically,with the help of 5g,VR and other emerging media technologies,we can further provide users with more interesting viewing methods with a strong sense of experience and immersion,so as to enhance the audience’s sense of pleasure in viewing;In the process of communication,further open the reprint authority,expand the communication scope of Vlog news,and enhance the pleasure of the audience in the process of sharing.