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用户生成内容(user generated content,UGC)的蓬勃发展,使得普通公众的个人出版梦想开始变成现实。但如何促进优质用户生成内容的持续性产出,是目前依赖此类内容生产的社会化媒体平台共同面临的问题。本研究借用经济学中关于公共品的概念,分析了制约用户生成内容持续产出的因素,并结合对用户生成内容的产生动机的分析,提出宏观—中观—微观三个层面紧密结合的促进用户生成内容持续产出的动力机制。在宏观层面,需要发挥社会的涵化作用,形成尊重和保护用户生成内容的生产者权益的风气;在中观层面,需要各类平台优化感知易用性和有用性,创新信息推荐和评价反馈机制;微观层面,需要对生产者进行有效的激励,并对搭便车行为进行限制。
The rapid development of user generated content (UGC) has made the general public’s individual publishing dream a reality. However, how to promote the sustainable output of content generated by high-quality users is a common problem faced by social media platforms currently relying on such content production. This study uses the concept of public goods in economics and analyzes the factors that constrain the sustainable output of user-generated content. Combining with the motivation of generating user-generated content, this study proposes the promotion of close combination of macro-meso-micro-level Motivational mechanism for user-generated continuous output of content. At the macro level, it is necessary to give play to the acculturation role of the society and form a culture of respecting and protecting the rights and interests of producers of user-generated content. At the meso level, various platforms are required to optimize the usability and usefulness of perception, and to recommend and evaluate innovative information. Mechanism; At the micro level, producers need to be effectively motivated and free-riders must be limited.