短評-錢.爆料.點閱率 – 中時電子報
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中時電子報
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首頁
日報
中國時報
時論廣場
短評-錢.爆料.點閱率
2015年06月03日 04:10
中國時報
主筆室
小字型
中字型
大字型
點閱2706
我要評比
8/10
近日某媒體以慶祝周年慶之名,推出「全民監督社會」的活動,民眾提供獨家照片、影片、或者獨立採訪的公民新聞給該媒體,在這個月單日點閱數第1名者,就可以得到獎金200萬元,其他還有各式各樣的給獎方式,吸引讀者、網友參與活動。這個活動乍看是鼓勵爆料,不過,值得關注的是,決定是否能夠得到獎金的是「點閱率」,這樣一來,首先會讓該媒體的總體點閱率大幅提高,因為所有參加活動或相關人等,自然會想辦法讓自己爆的料能夠得到最高的點閱率。那麼,發獎金的媒體其實正是最大的受益者,因為在網路時代,點閱率就等同於紙媒的訂閱率和傳閱率,點閱率愈高,除了表示媒體愈受到關注,更意味著廣告收益的增加。
短評-錢.爆料.點閱率 - 中時電子報
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中時電子報
優質豐富的新聞媒體
爆料
微博
旺車網
愛玩Game
開運
健康+
設為首頁
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首頁
日報
中國時報
時論廣場
短評-錢.爆料.點閱率
2015年06月03日 04:10
中國時報
主筆室
小字型
中字型
大字型
點閱2706
我要評比
8/10
近日某媒體以慶祝周年慶之名,推出「全民監督社會」的活動,民眾提供獨家照片、影片、或者獨立採訪的公民新聞給該媒體,在這個月單日點閱數第1名者,就可以得到獎金200萬元,其他還有各式各樣的給獎方式,吸引讀者、網友參與活動。這個活動乍看是鼓勵爆料,不過,值得關注的是,決定是否能夠得到獎金的是「點閱率」,這樣一來,首先會讓該媒體的總體點閱率大幅提高,因為所有參加活動或相關人等,自然會想辦法讓自己爆的料能夠得到最高的點閱率。那麼,發獎金的媒體其實正是最大的受益者,因為在網路時代,點閱率就等同於紙媒的訂閱率和傳閱率,點閱率愈高,除了表示媒體愈受到關注,更意味著廣告收益的增加。
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當然,企業花錢行銷,目的是為了推廣自家產品,但是以爆料加上點閱率作為促銷手段,值得商榷。不妨來看看通常該媒體點閱率較高的新聞是哪些,就以6月2日下午時段的點率排行為例,排名前面的新聞包括:〈摩鐵赴約被乾洗〉,〈正妹裸披浴巾報警〉;〈黑澀會「薔閱薔」3度涉毒被逮〉;〈男大生想伴遊,冤花萬元買爛西裝〉……,像這類新聞縱然高居排行榜不錯的名次,但是其新聞價值何在?應該不需要具備太多的新聞專業知識即可判斷。更何況,以高額獎金鼓勵爆料,不排除爆料者公器私用的可能性,只要事件夠聳動、夠離奇、能夠吸引高點閱率,不管是不是涉及他人隱私,或者是與個人利害相關,只要點閱率夠高,就有機會拿獎金;所以,不管多麼稀奇古怪,或甚至違反社會善良風俗、人際倫理的「料」都可以亂爆一通,如此一來,媒體「守門人」的功能何在?媒體不是個人臉書,只要夠多「讚」就好,媒體具有維護社會公義與正義防線的責任,以高額獎金鼓勵爆料,以達到行銷媒體的做法,實非妥當之舉。,