| With the development of digital news technology and social media network,there’re new challenges to traditional mainstream media organizations.In order to expand communication channels and adapt to the new environment,mainstream media has launched an innovative reporting model of "Vlog + News" in 2018.And“Vlog News” hit its first peak in 2019.Vlog News has become an important way for mainstream media to enhance their influence in the era of social networking.Vlog News which reports news in a Vlog way are endowed with the advantages of personified communication that are different from traditional news reporting.At present,the academic research on Vlog News is in the early stage,and the content includes communication characteristics,communication effects,communication strategies,etc.,and most of them are qualitative researches.Empirical researches on the communication effect of Vlog News personification are almost a blank.Taking the personification as the main research perspective,the author conducted empirical researches,and came up with strategic suggestions by analyzing the advantages and disadvantages of the personification of mainstream media Vlog News.This study has 6 parts.The first part introduces the research background,research purpose,research significance,research methods and innovation,and points out guiding questions to lead the research.The second part is literature review and theories,which systematically introduces the concept and previous studies of "Vlog News" and "Personified Communication",and gives the definition and concept of "Personified Communication of Vlog News";and it introduces three important theories,including Interpersonal Attraction Theory,Media Richness Theory and Social Presence Theory for the dimensions of communicator image,communication symbol and communication emotion.The third part is the research design part,where research questions,model construction,research hypotheses and research methods are given;and it also includes specific research designs for questionnaire survey and semi-structured interview.The fourth part is the analysis of research results.On the one hand,descriptive analysis,reliability and validity testing and hypothesis verification are carried out on the data recovered from the questionnaire survey;on the other hand,the interview content is summarized.The sixth part analyzes the advantages and disadvantages of Vlog News ’ personification and puts forward strategic suggestions based on the results of the questionnaire survey and interview and the literature review.It is concluded that personification which means charming communicators,day-to-day expressions and the emotional resonance are the advantages of Vlog News.And it is suggested that mainstream media should cultivate Vlogger-type journalists and create their own shows;integrate "professional" and "personalized" elements to make it more like vlogs;and establish a complete Vlog News system to achieve diversified content.The last part is reflection and suggestions for future researches. |
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