纽约杂志如何将Instagram带入下一个新闻试验

作者 Dena Levitz
Aug 21, 2015 发表在 社交媒体

 

《纽约杂志》封面是当月美国杂志的佼佼者——它展示了35名受到电视人Bill Cosby的性侵的女性:封面本身包含了所有女性坐在椅子上的单个镜头;报道具有深度;记者报道受害者遭遇的方式;以及杂志如何使用平面和互联网来达到报道目标。

报道还为媒体提供了尝试社交媒体新策略的方式,特别是Instagram。杂志推出了一系列的“audiograms”。每一个audiograms都包含一名女性照片,通过文字展示她们的话;更淋漓尽致的是,在视觉上加入音频剪辑,因此用户可以透过她们的声音来了解受害者的经历。

互动编辑Lainna Fader告诉IJNet,当完成调查资料的汇集后,距出版之前还有一个月时间,因此杂志社员工开始思考如何在社交媒体上让报道“变得生动”的策略。这些想法考虑利用拥有大量杂志读者的平台(目前Instagram账户拥有26万名关注者)。

“我们考虑过将视频缩减至15秒,或发布照片,”Fader说。到最后,每个人都喜欢添加音频的想法,而不是视频短片。

和网站或杂志的其他渠道相比,“这带来了完全不同的体验,”她说。“我们认为这是一个完全不同的产品。”

在报道正式上线后,纽约杂志关闭了自己的网站,让Instagram成为了倾听女性受害者声音的地方。

其中最受欢迎的audiogram来自Joyce Emmons,获得了2130个“like”。Fader说,除了她的团队——3名社交媒体编辑和她自己——还有摄影师和设计师,以及很多来帮助完成这个特殊Instagram制作的人。

她将挑选音频和文字的过程描述成“非常混乱(chaotic)”,对女性受害者的采访已经让团队筋疲力尽。

“我们直到报道发布几天前,才完成视频文件的梳理,”Fader说。

最终,大多数audiogram的文字都来自于杂志报道,而音频都来自于视频采访。其中的很多内容都可以看作“Instagram专属”,她说。

报道在Instagram上获得积极响,应促使纽约杂志启动它的第二个项目:该项目在几周前启动,媒体开始与WNYC合作,关注纽约的夏天故事。报道语调更加轻柔;谈论音频、图片和文字像冰淇淋的感觉。WNYC负责对纽约市民进行音频采访,纽约杂志处理Instagram报道的余下部分。

“我们很高兴看到广播在Instagram上的新生,”Fader说。“我们希望做一些独特的事,并进行试验,我们很高兴看到获得读者的关注。”

倾听以下audiogram:

 

Joyce Emmons, 70, was allegedly assaulted by Bill Cosby circa 1979. Emmons managed a comedy club and became friends with Cosby. They had known each other for about two-and-a-half years when Emmons and her friend went out to a club with Cosby and one of his friends. “I had a terrible headache, and I said, ‘Bill, do you have some Tylenol? I have a mother of a headache.’ And he said to me, ‘I have something stronger.’ And I said, ‘You know I don’t do drugs.’ He said, ‘You’re one of my best friends. Would I hurt you?’ And I believed him. All I remember is taking the pill; I don’t remember going to bed. But I do remember waking up in a fog and opening my eyes, and I had no clothes on, and there was Bill’s friend totally naked in bed with me. I said, ‘What the F did you give me?’ He said, ‘Oh, you had a bad headache, you were in so much pain. I gave you a quaalude.’ I was hurt with Bill more than angry at his friend. Bill let him take advantage of me. That kills me. That’s why I know the stories of what he did to the other women are true, because if he didn’t have the respect for me, who was really a close friend, then he could do that to anybody he didn’t know very well.” Tap the photo to hear Joyce Emmons tell her story, and watch her video interview at nymag.com/cosby-women.

A video posted by New York Magazine (@nymag) on

Image used with permission from New York Magazine