9年前
Buzzfeed热帖“21张让你重信人性美好的照片”
“两小孩援救一条掉进沟里的小狗”
我们越来越多的发现“有毒”“疯转”这类标签已经在改变我们对世界的看法。2015年的一项调查发现63%的美国脸书用户(或者半数美国人口)是从该平台上获知新闻的。推特用户的比例差不多,Reddit用户的比例还要高一点。无数线上平台都在传播各种一夜爆红的梗。要理解为什么有些讯息成功引爆,有些则石沉大海,这是一个风险很高的研究。
“17岁的Meghan Vogel在比赛中本来是最后一名,当她赶上前面的Arden McMath,发现她受伤了,她拒绝超越她,并且扶着她跑向终点,并且在撞线时推了她一把让她先过。”
为此,在国际万维网大会上,这项意大利和法国的联合研究为我们提供一些有趣的见解,帮我们了解人类是如何应对网络上的巨量信息冲击的。意大利研究机构Fondazione Bruno Kessler的Marco Guerini和法国巴黎大学的Jacopo Staiano使用了目前规模最大的“病毒式传播”数据集来研究促使人们积极转发的情感因素。
“印度可塔克的一名男子在洪水中将受困的小猫放在头顶,带它们上岸。”
研究者们一共调查了65000篇新闻消息的150万次反馈,以研究一篇文章带来的情感反馈在多大程度上可以影响人们是否转发(在Google+,推特或者脸书上),或者评论。这些情感反馈(鼓舞的,厌烦的,高兴的,悲伤的,害怕的)被绘制到一个叫做VAD的情感映射模型中,这三个字母分别代表了价(valence),唤醒(arousal)和支配(dominance),“高价”在精神分析中的意思是“高兴的感觉”;“高唤醒”意思是激动或者生气;“高支配”意思是赋权。
在两种语言中,研究发现被转发次数最多的文章都是“高支配”,也就是让人感觉在控制之中。研究者说,让你感到高兴或者鼓舞的帖子都是“高支配”,让你感到悲伤的帖子则会让你感觉失去控制。(这也就是为什么“21张让你重新相信人性美好的照片”是BuzzFeed史上最佳帖子的原因,而且这跟美酒一样,时间越久,越多人慕名转发。)
“里约热内卢,一男子将自己的鞋送给无家可归的女童”
在这个数据集中,“支配”可以让人转发,而“唤醒”(让人感到烦恼或者兴奋)则可以让人评论。所以如果一篇文章看了让你无名火起,忍不住要留言加入撕逼战斗序列,也许你正中了别人的圈套。
在发表在《哈佛商业评论》上的一篇分析中,来自市场营销公司Fractl的一群病毒营销专家就直言不讳地指出了会吸引读者转发的做法:激励读者,或者激怒读者。
“妈妈因为低血糖被送往医院,两位护理人员留了下来给她的五个孩子做晚餐,他们甚至还洗了盘子。致敬!”
Buzzfeed 21 Pictures That Will Restore Your Faith In Humanity
1. This picture of Chicago Christians who showed up at a gay pride parade to apologize for homophobia in the Church. (Michelle Gantner / Maladjusted Media)… and the reaction from the parade. (Michelle Gantner / Maladjusted Media)2. This story about Japanese senior citizens who volunteered to tackle the nuclear crisis at Fukushima power station so that young people wouldn’t have to subject themselves to radiation. bbc.co.uk3. This picture of two Norwegian guys rescuing a sheep from the ocean. 4. This sign at an awesome bookshop. helsinki-syndrome.tumblr.com5. This poll about what Snooki should name her child. 6. The moment in which this Ohio athlete stopped to help an injured competitor across the finish line during a track meet. The Daily Call, Mike Ullery / AP 17-year-old Meghan Vogel was in last place in the 3,200-meter run when she caught up to competitor Arden McMath, whose body was giving out. Instead of running past her to avoid the last-place finish, Vogel put McMath’s arm around her shoulders, carried her 30 meters, and then pushed her over the finish line before crossing it.7. This exchange between a 3-year-old girl and a shopping center. 8. This note that was handed to a waiter along with a $20 bill by an elderly lady in his restaurant. 9. This sign at an awesome Subway restaurant. 10. This picture of a villager carrying stranded kittens to dry land during floods in Cuttack City, India. Biswaranjan Rout / AP Biswaranjan Rout / AP11. This sign at an awesome drycleaner’s. Plaza Cleaners in Portland, OR, helped over 2,000 unemployed workers who couldn’t afford dry cleaning. The store’s owner estimated that it cost his company $32,000 dollars.12. This photograph of a man giving his shoes to a homeless girl in Rio de Janeiro. 13. This picture of a firefighter administering oxygen to a cat rescued from a house fire. (TOM BAUER/Missoulian)14. And this one. Chris Butler / AP15. This interaction between a Guatemalan girl and a tourist she just met. 16. This gesture from a neighbor. 17. These photos of two children collaborating to rescue a dog who had fallen into a ravine. 18. This note on a young family’s check. 19. This exchange between a protester and a soldier during a protest in Brazil. (Imagens/ TVBA)20. These pictures of a man jumping into rough waters to rescue a stranger’s Shih Tzu in Melbourne. Via news.com.au Sue Drummond was walking her beloved Shih Tzu, Bibi, on a pier in Melbourne, when a fierce gust of wind picked him up and hurled him into the rough waters of the bay. A passerby, Raden Soemawinata, who happened to be on the pier that day to scatter his grandmother’s ashes, wasted no time in stripping down and diving into the bay to rescue the animal. (Photos: Chris Scott)21. And this photograph of two best friends on a swing. volobuev.me