传媒边缘
2007-03-12

从广播媒介到对话媒介

Tag: 网页设计 新媒体 对话媒介 广播媒介

如克里斯・安德森所说："当时媒体是演讲，现在媒体是一场对话"。今天不仅报刊杂志面临从演讲到对话的转变，其他的广播媒介同样也需要开始这样的转变，将传统的1对N广播转变为1对1的对话交流。

  • 央视的新闻联播需要转变为可以定制的、可以点播的、个性化、用户自定义新闻服务。
  • 新浪的新闻首页需要转变为可定制的新闻RSS订阅，就像Google和百度新闻搜索提供的那样。
  • 对于所有网站，千人一面的网站首页必须转变为个性化个人主页。
  • 统一的搜索结果必须转变为可以个性化定制的搜索，甚至是自学习的个性化搜索。

 

问题的关键在于要在1对N的广播式媒介中

  • 让N可以控制对话的内容、进程；
  • 1要响应N中每个人的互动，并记录互动进程；
  • 1要学习N中每个人的知识体系、了解交流语境，建立个性化交流引擎。

 

这样当个性化交流引擎建立后，1对N的广播媒介中的1就分裂成N个“1”，与N个以前的广播受众进行个性化对话的“1”，这时受众就演变成了对话者，演讲就演变成了N个对话。这就是我在“新媒介是什么？”中所说的“能对大众同时提供个性化的内容的媒介”。

 

但是广播媒介变身为对话媒介有两个前提或限制条件：双向信道和带宽(通讯和处理能力)。即必须是双向的交流，广播者必须有足够的网络带宽和处理能力来应对N个对话者。

 

下面我用网站设计为例，谈谈如何应用对话媒介，即如何实行“对话式的网页设计”。

1. 传统静态树状网站结构 → 动态网状路线图结构

 

需要抛弃那种静态的以网站为中心的设计模式，比如首页→一级分类→二级分类。而应采用一种以用户为中心、以当前与用户对话的状态为基础的网页设计模式，比如可能要用状态图为基础进行设计。这样网页的相互关系一定是一种动态的网状结构图。

 

2. 组件化网页模块，根据对话的进程实时组装

 

因为对话是个性化的、上下文相关的，不可能用事先预备好的那种静态的千人一面的网页来满足。而且实时组装可以降低网站负担，因为对话起来后用户很可能愿意稍微等待。

 

3. 网页 = 对话话题 + 语言环境(语境)

 

这时每个网页将由一个对话主题、加上对话主题的语言环境而组成。就拿RSS阅读为例，对话主题将是当前阅读的某篇Blog，语言环境就是当前RSS的其他Blog、以及其他订阅的RSS、等等。

 

4. 对话式网页的具体组成包括：

 

当前关注话题，既包括话题的内容，也包括对话题内容的操作，比如网摘、Digg等。

对当前对话进程(section)的控制，比如RSS阅读中的选择话题、回放/前进等。

更多话题选择，即可以选择开始新的相关对话进程(section)：比如其他关注话题的人，喜欢的人还喜欢，其他人常用标签等等。

 

5. 最后很关键的是网站应该以人性化的对话者出现，而不是让人感觉是冷冰冰的机器

 

为此需要把用户当对话者，而不是“用户”！豆瓣在这方面堪称典范，比如称豆瓣“成员”而非“用户”，用“放在你的blog里”代替技术化的“嵌入代码”，用“我猜你会喜欢”而非干巴巴的“推荐”，“豆瓣知道”，等等。

 

 

在Blog等新媒体开辟了全体网民对话的平台后，网站以及电视等传统广播媒体如不从自我中心的广播模式转变为对等的对话模式，必将面临被边缘化的结局。即便新浪的名人博客取得巨大成功，新浪的Alexa排名还是在持续下降，而myspace等个人媒介型网站异军突起，是不是证明了这点？！





Michael @ 01:19:49 | 引用 0 | 编辑

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