本书以媒介技术演进下复杂的传播生态为背景，以中国UGC内容生产方式为研究对象，采用历史—比较法、案例分析法、深度访谈法等研究方法，围绕新闻传播领域UGC的表现形式和过程机制展开深入探究。一方面回溯中国纸质媒体、电子媒体和网络媒体中受众和用户生产内容的表现形式，构建中国UGC内容生产方式的发展脉络；另一方面从UGC的过程机制入手，针对其概念界定中的三个核心环节——生产者角色、生产模式、生产动机进行系统分析。研究将历时性视角和共时性视角相结合，通过史料的梳理和理论机制的分析，呈现UGC的变迁历程，构建更为完善的UGC概念体系。

在历时性的回溯中，本书以UGC的传统概念为参考，根据时间顺序，系统梳理了UGC在纸质媒体、电子媒体和网络媒体中的表现形式。其中，读者生产内容的表现形式主要有：经典注释、小说评点、读者来信/来论、读者担任通讯员报道新闻、读者向副刊和杂志投稿；听众/观众生产内容的表现形式主要有：听众/观众来信、听众/观众拨打热线电话、听众/观众爆料或担任通讯员报道新闻、听众/观众参与各类节目录制；用户生产内容的形式则主要表现为用户在社交型、舆论型、文娱型、知识型、商业型UGC应用中生产形象关系类、新闻评论类、文艺趣味类、资讯技能类、口碑商讯类等多种内容。综合UGC的各类表现形式，本书认为读者、听众、观众和用户在其具有专业性和接近性的内容生产中具有优势，并能在创意性内容生产中发挥增强多样性的作用、产生规模效应。

在共时性的探究中，本书以UGC在不同媒体中的表现形式为基础，对UGC的生产者角色和生产模式进行了界定和细分，对UGC的生产动机进行了探索和提炼。其中，在生产者角色的分析中，研究从理论和实践两方面入手，论述了传统媒体中的受众参与内容生产的可行性和价值性，进而根据UGC在不同媒体中的表现形式，将传统媒体和网络媒体中的UGC生产者细分为专业性和社会化两类。两类生产者根据生产内容和媒体平台的不同，需要具备相应的背景、技能和条件。在生产模式的分析中，研究以媒体类型为分类标准，根据UGC在不同媒体中的生产样态，将传统媒体中的UGC生产模式界定为参与式生产，网络媒体中的UGC生产模式界定为众包式生产。两种生产模式分别展现了受众与传统媒体之间从属、反馈式的协作方式以及用户与网络媒体之间自主、互助式的协作方式。最后，在生产动机的分析中，研究采用扎根理论的分析方法，选择纸质媒体、电子媒体和网络媒体中具有代表性的UGC生产者进行访谈，提炼出利益回馈、职业要求、自我发展与实现、兴趣和消闲需求、情感和归属需求五类动机。受媒体类型和内容生产类型的影响，五类动机在传统媒体和网络媒体的UGC应用中各有侧重，并与UGC的生产者角色和生产模式具有一致性和关联性。

上述由读者、听众、观众和用户进行的内容生产虽然在纸质媒体、电子媒体和网络媒体的内容生产中表现各异，但却呈现出突出的继承与发展关系。综合来看，在媒介技术的演进下，UGC在应用形式、内容类型、生产者角色三个方面呈现出日益多样化的发展态势，而在生产模式和生产动机两个方面呈现出逐渐自主化的发展态势。通过系统地分析和论述，本书将UGC重新界定为——具有一定的专业背景、内容接近优势、创作和创新能力、媒介应用能力的受众和用户，受利益回馈、职业要求、自我发展与实现、兴趣和消闲需求、情感和归属需求等动机的驱动，采用参与或众包的模式与媒体的专业生产者或平台协作进行生产的一种内容生产方式。

总体而言，本书是将UGC的研究视角从网络媒体扩展至传统媒体，进行探索式分析的第一步。通过综合呈现我国UGC内容生产方式的变迁，不仅系统展示了我国UGC内容生产方式在表现形式、内容类型、生产模式、生产动机等方面从有限到多元、从辅助到自主的发展脉络，还从内容生产的角度展现了受众和用户作为传播中关键一环的地位和角色，及其与媒体专业内容生产进行协作的价值和必要性，以期能为众媒时代日益复杂的传播生态下，各类媒体正确把握并有效应用UGC内容生产方式提供指导。

关键词：媒介技术；UGC；内容生产；过程机制

Abstract

This book takes the complex communication ecology under the evolution of media technology as the background,and takes the production mode of UGC content in China as the research object.Using research methods such as historical comparison,case analysis,and in-depth interviews,it delves into the manifestations and process mechanisms of UGC in the field of news communication.On the one hand,this study traces back to the manifestation forms of audience and user production content in paper media,electronic media and online media,and constructs the development context of UGC content production mode in China; On the other hand,starting with the process mechanism of UGC,this study systematically analyzes the three core links in the definition of its concept—producer role,production mode and production motivation.The research combines diachronic perspective and synchronic perspective,presents the evolution process of UGC through combing historical materials and analyzing theoretical mechanism,and attempts to build a more comprehensive UGC concept system.

In the diachronic retrospect,this book takes the traditional concept of UGC as a reference,and systematically combs the manifestations of UGC in paper media,electronic media and online media according to the chronological order.Among them,The manifestation forms of readers' content production mainly include:Classic annotations,novel comments,letters/comments from readers,readers as correspondents to report the news,readers contributing to supplements and magazines; The manifestation forms of listeners'and audience'content production mainly include:listeners/audience letter,listeners/audience call hotline,listeners/audience break the news or act as a correspondent to report the news,and listeners/audience participate in the recording of various programs; The manifestation forms of user' content production mainly include:（1）Users produce image and relationship contents in social UGC application;（2）Users produce news and commentary contents in public opinion UGC application;（3）Users produce literary and interest contents in entertainment UGC application;（4）Users produce information and skills contents in knowledge UGC application;（5）Users produce word-of-mouth content and business information in commercial UGC application.Integrating various forms of UGC,this book believes that readers,listeners,audience and users have advantages in their professional and close content production,and can play a role in enhancing diversity and scale effect in creative content production.

In the synchronic exploration,based on themanifestation forms of UGC in different media,this book defines and subdivides the producer role and production mode of UGC,and explores and refines the production motivation of UGC.Among them,in the analysis of the role of producers,this book discusses the feasibility and value of audience participation in content production in traditional media from both theoretical and practical aspects,and then subdivides UGC producers in traditional media and online media into professional and social categories according to the forms of UGC in different media.According to the different production contents and media platforms,the two types of producers need to have corresponding backgrounds,skills and conditions.In the analysis of production mode,this book takes the media type as the classification standard,and defines the UGC production mode in traditional media as participatory production,and the UGC production mode in online media as crowdsourcing production according to the production patterns of UGC in different media.The two production modes show the subordinate and feedback cooperation between the audience and traditional media,and the independent and mutual cooperation between users and online media.Finally,in the analysis of production motivation,this book adopts the analysis method of grounded theory,selects representative UGC producers in paper media,electronic media and online media for interviews,and extracts five types of motivation:benefit feedback,professional requirements,self-development and realization,interest and leisure needs,emotion and belonging needs.Influenced by the type of media and the type of content production,the five types of motivation have their own emphasis in the application of UGC in traditional media and online media,and are consistent and related with the producer role and production mode of UGC.

Although the above content production by readers,listeners,viewers and users shows different performance in the content production of paper media,electronic media and online media,it shows a prominent relationship between inheritance and development.In general,with the evolution of media technology,UGC shows an increasingly diversified development trend in three aspects:application form,content type and producer role,while it shows a gradually autonomous development trend in two aspects:production mode and production motivation.Through systematic analysis and discussion,this book redefines UGC as a kind of content production modehandled by audience or users with certain professional background,content proximity advantage,creative and innovative ability,and media application ability,driven by motivation such as benefit feedback,professional requirements,self-development and realization,interest and leisure needs,emotional and belonging needs,adopting the mode of participation or crowdsourcing to cooperate with professional producers or platforms of media.

In general,this book is the first step to expand the research perspective of UGC from online media to traditional media for exploratory analysis.By comprehensively presenting the changes of UGC content production mode in China,it not only systematically shows the development context of UGC content production mode in China from limited to diversified,from auxiliary to independent in terms ofmanifestation form,content type,production mode,production motivation,but also shows the status and role of audience and users as a key link in communication,as well as the value and necessity of collaboration with media professional content production,It is expected to provide guidance for all kinds of media to correctly grasp and effectively apply UGC content production mode in the increasingly complex communication ecosystem in the era of mass media.

Key words:Media Technology; UGC; Content Production; Process Mechanism