4. Digital natives are embracing native Facebook content…while regional publishers consistently shun it
數位原住民正擁抱臉書原生內容，而區域出版商選擇避開它
Of course, the content publishers post on social media goes beyond articles. It can include images, video, and livestreams as well. We make the distinction between “native” and “networked” content in our research. Native content is hosted on the social platform; on Facebook, native content includes Instant Articles, Live video, photos and galleries, non-live videos. Networked content drives traffic to destinations outside of the platforms, such as a publisher’s website: Users follow links that go outside Facebook and on to the open Web.
Below is a chart that shows the proportion of native and networked content publishers posted on Facebook in the week surrounding the election:
當然，內容出版商在社交媒體上發表文章外，還包括圖片、影音和即時串流。我們在研究中區分了「原生」和「聯網」兩種內容的不同。原生內容被整合至社交平台上，以臉書來說，原生內容即包括即時新聞、即時影音、照片、圖片和非即時影音；聯網內容則可連結至平台之外的目的地，例如出版商的網站或其他開放性網絡。
以下是大選週時，原生和聯網內容在臉書上的分佈：
Here again, we can see a reluctance of the regional publishers in our sample to cede control of their content to Facebook. There are three possible explanations for this finding.
我們可以發現，區域的出版商不願意將內容的控制權交給臉書，這可能有三種原因。
First, the Chicago Tribune and Los Angeles Times have subscription-based business models, which rely on driving traffic back to their websites in order to encourage readers to sign up for access to their paywalled content. Because Instant Articles keep users on the Facebook platform, it could be smart business strategy for these regional papers to only loosely tie their content to the social platform.
首先，芝加哥論壇報和洛杉磯時報都有實行會員訂閱制的商業模式，這些模式依賴將流量反饋到自身網站，以鼓勵讀者使用付費內容。正因為臉書即時新聞將用戶留在平台上，區域出版商則對這種方式不感興趣，目前看來是聰明的商業考量。
On the other hand, there could be cultural reasons why regional publishers such as the Tribune and the LA Times do not post much to Instant Articles. Local and regional newsrooms, often strapped for resources and saddled with a legacy print product, can find it difficult to adapt to the continually changing opportunities and demands of distributed media platforms. As a journalist at one local outlet told us:
We are still very much tied to our print deadlines; people still very much have print job description….I would love to be in a place where we are thinking about engaging an audience via Snapchat Story or Facebook Instant Articles. But…we are just not there yet.
另一方面，也可能是文化上的差異所造成的結果，一些地方和區域性的新聞編輯室，除了面臨資源短缺的問題，還得出版傳統印刷產品，以致於難以符合分佈式媒體平台的需求。一個地方新聞機構的記者告訴我們：
我們仍然有截稿期限的問題，人們對紙媒還抱有期望…我們正在考慮使用Snapchat Stroy或臉書即時新聞吸引閱聽人….只是還需要點時間。
There is one final reason we might expect to see these regional newspapers posting less native content. This pattern may be symptomatic of a broader problem many local publishers have had with gaining access to, and building relationships with, platform representatives. Representatives of local and regional publications have frequently complained in interviews of having less access to, or access to lower-ranking, partnership managers at platform companies. Indeed, neglecting the needs of local publishers in particular is a problem that Facebook has acknowledged publicly.
還有一個可能造成區域性報紙較少發佈原生內容的原因，這也是許多地方出版商在和平台代表接觸或建立關係時常會遇到問題；地方和區域性出版商的代表經常抱怨無法接觸、或僅能和低階的平台代表會面。事實上，忽視地方出版商的需求已經是臉書公開承認的問題。
5. Instagram’s stock is rising among publishers
Instagram已吸引了出版商的注意
With an active monthly user base of 600 million and growing, Instagram remains popular with publishers, despite making it close to impossible to drive traffic out of the platform. In keeping with reports of increased engagement by users with publisher content on Instagram, publishers’ use increased sharply during election week. Four-hundred-and-eight Instagram posts were recorded (340 images and 68 videos)—almost twice as many posts made during the first two rounds of data collection. This may in part be driven by Instagram’s introduction of an algorithm that changed users’ feeds from being chronological to being “ordered to show the moments we believe you will care about the most,” a move said to have created “a direct mandate [for publishers] to post photos, videos and stories that users want.”
儘管仍無法改變出版商流量減少的事實，擁有每個月6億活躍用戶和不斷增長的Instagram，至今仍受到出版商的歡迎。為了符合Instagram用戶和出版商內容參與增加的報告，出版商的使用在選舉週期間大幅增加；Instagram貼文增加至408則（340則圖像和68則影音），幾乎是前兩輪數據收集量的兩倍。部分原因可能是Instagram推出的演算法改變了配送消息的邏輯，從「符合用戶當下最關心的時刻」轉變成「出版商直接發布用戶想要的照片、影音和故事。」
A number of publishers upped their Instagram game during election week, most notably Fox News and CNN. Fox News made 105 posts over the week (an average of 15 per day), smashing its previous record of 52. CNN posted 50 times—almost three times the 17 made in both previous data collection periods.
一些出版商在大選週期間開始採用Instagram，最顯著的是福斯新聞和CNN。福斯新聞在一周內發布了105則貼文（平均每天15則），打破了以前的52則的記錄；CNN發布了50次，幾乎是之前數據收集時期17次的3倍。
6. Snapchat Stories and Instagram Stories facilitate TV-like coverage, raising questions about brand/image
Snapchat Stories和Instagram Stories帶動了更多「像電視新聞」的報導，讓我們不得不思考有關品牌和形象的問題
Platforms such as Snapchat Stories and Instagram Stories encourage publishers to build content through a rapid series of punchy, sequential visual updates. As such, they are often used to provide live, insider coverage of pre-arranged events or dramatic breaking news stories.
Snapchat Stories和Instagram Stories等平台鼓勵出版商透過簡短和連續不斷的更新來構建內容，所以較常用於提供即時訊息、預先安排事件的內部報導，或戲劇性的突發新聞。
The Washington Post makes extensive use of Snapchat Stories to cover events. In our April collection, 73 of the 84 snaps were dedicated to live coverage of the White House Correspondents’ Dinner. In the November collection, their Snapchat included election coverage, anti-Trump riots, and the Cleveland Cavaliers’ visit to the White House.
華盛頓郵報廣泛的使用Snapchat Stories來提供新聞。根據我們4月份收集的資料，84則貼文中有73則來自於「白宮記者晚宴」的群組；11月的資料顯示，這個群組有更多關於選情報導、反川普的暴動和NBA克利夫蘭騎士隊訪問白宮的消息。
In our August collection, The New York Times amassed 216 snaps (easily the most we’ve observed from any one outlet since our study began), thanks to daily updates and reports from the Rio Olympics. The sheer quantity of snaps from the Times indicates a strategic decision to provide daily Olympics coverage via Snapchat Stories. But the visual style is also noteworthy. Much of the coverage contained garish bright text, arrows scrawled by finger, giant emojis, and uncharacteristically colloquial phrases like “China is boss,” in a break from what one might typically associate with The Gray Lady. Most of the snaps began and ended with a journalist talking directly to the camera, like a TV newscaster.
根據我們8月的資料，紐約時報累積了216則貼文（這是我們研究開始以來觀察到最多的數目），這得感謝里約奧運所造成結果。紐約時報貼文數量的增加，說明了紐時透過Snapchat Stories提供奧運每日消息的決心；除此之外，視覺風格也值得注意。大部分的報導都包含了明亮的文字、箭頭指示、巨大的表情符號，以及口語化的短語，像是「中國是老大」（有和紐時的別名「灰色女士」互別苗頭的意含）。 大多數的貼文都由一個記者直接對著鏡頭說話做為開始和結束，就像電視新聞的播報情境一樣。
Content such as this prompts a number of questions around publishers, platforms, and brand. Is the Times adapting its style in an attempt to appeal to Snapchat’s core demographic? Or is it using the likes of Snapchat Stories and Instagram Stories to take risks and experiment, since any missteps will disappear within 24 hours? How does a newsroom’s native brand translate from one platform to another?
內容型態的轉變也在出版商、平台業者和品牌之間掀起一系列討論。紐約時報的做法是否與Snapchat趨於一致？只因為任何錯誤都能在24小時內消失，所以甘願接受與Snapchat Stories和Instagram Stories同樣的風險和實驗？ 新聞編輯室的運作要如何從一個平台轉換到另一個平台？
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作者：Pete Brown
編譯：朱弘川
原文網址： http://www.cjr.org/tow_center/platforms-and-publishers-no-sign-of-retreat.php
