“融媒时代”基于手机渠道的微电影传播研究

发布时间：2018-07-04 11:37

本文选题：微电影 + 媒介　；参考：《成都理工大学》2013年硕士论文

【摘要】：在融媒时代背景下,新媒介的发展、终端设备的融合、多媒体技术的创新等,让媒介功能突破了传统限制,呈现出数字化、移动化、网络化、互动化的特点。与此同时,人们生活方式亦随着社会、科技、文化的变迁在逐步改变。信息传播方面,呈现出新闻及时性加强、信息片段化加剧、受众交流分享增多等特点。而这些趋势,也给电影作品创作及传播带来了新的影响。微电影集内容简、形式新等特点于一身,成为年轻人热衷点击观看的对象,而手机特别是智能手机的崛起,更是因其移动便携、含多媒体功能、程序丰富、上网便捷等,成为微电影传播的新渠道。微电影研究,方兴未艾。对其研究的案例多集中在汽车行业领域,对其媒介研究则多集中于计算机网络媒介,鲜有研究关注微电影手机渠道的传播。对于融媒时代的相关研究,主要分为三大版块。第一大版块在于对新媒介与传统媒介的对比研究,其中以研究报纸、杂志的电子化,广播、电视的网络化为主要研究方向。第二大版块在于研究融媒背景下,信息内容的变化。第三大版块则侧重研究融媒时代电影的发展。本文以微电影手机传播渠道为主要研究对象,将总结融媒背景下,受众对微电影的取向,以及微电影独特的传播渠道,这将丰富营销组合中渠道部分对于该领域的研究。通过总结,希望能在实际营销活动中,为微电影手机渠道传播提供参考,这也是本文选题的意义之所在。媒介融合成为媒介发展的新趋势,手机特别是智能手机,俨然成为融合媒介的一大代表。本文基于大众传播理论与市场营销理论,探讨融媒时代,微电影如何通过手机渠道进行传播。分别从融媒时代媒介特性、手机媒介受众分析、微电影定义及其传播模式、微电影传播内容与制作、融媒时代微电影手机传播渠道、制约微电影发展的原因及对策这几个方面进行了探讨。融媒时代的媒介特性,从媒介融合的定义出发进行研究,明确融媒时代的特点,以及微电影受众媒介使用的变迁。手机媒介受众分析,通过相关调研报告和自行实际问卷调查,进行数据分析。对手机媒介受众的规模、手机受众应用状况、智能手机媒介的功能和特点,以及微电影受众媒介使用倾向进行了研究。微电影定义及其传播模式,以及微电影传播内容与制作,主要对微电影这一主体进行了分析,包括微电影的定义、微电影的传播模式、微电影传播内容的选材、微电影的制作等方面的内容。融媒时代微电影手机传播渠道,重点对于微电影的APP渠道进行了详细研究,其次还包括社交网络渠道、视频类网站渠道的研究。最后对于制约微电影发展的原因及对策进行了分析,从微电影的质量与点击率、网络收费与手机微电影的发展、网速与微电影传播、手机电量与微电影观看、法律保护与微电影制作、品牌对于微电影的意义,这几个方面进行了详细探讨。衡量电影是否成功,可以参看票房；衡量电视节目是否成功,可以参看收视率；而衡量微电影是否成功,则注重点击率。对于微电影,无论是视频类网站的点击率,还是APP程序的下载量都是评估微电影是否广泛传播的重要指标。而这些对于以商业为目的的微电影尤其重要,因此也出现了代刷点击率的软件。消费者大多存在从众心理,当面对众多纷繁复杂不确定的信息时,则更倾向选择较高点击率的微电影进行观看,以减小看到烂片的概率,这也让微电影的传播呈现出二级传播的特点。中国手机上网费用,普遍偏高。高昂的移动网络费用,成为制约微电影手机渠道传播发展的重要因素。这需要电信运营商进一步让利于民,才能更好发展。微电影的播放,集视、音为一体,更是高耗电的应用。在现在的情况下,不解决用电问题,也会制约微电影手机渠道的发展。幸而科学界已经就此开展研发,如果研制成功,新型的超级电池放电和充电速度将比普通电池快1000倍。法律方面,我国对于微电影的相关法律并不健全,除了在知识产权保护方面需要立法,微电影自身监督也需要完善。法律保护和行业监管的健全,将有利于微电影手机传播渠道的发展。微电影自身品牌的打造,对于微电影产业的发展亦具有重要意义。论文主要成果在于对微电影手机传播渠道的研究,分析了社交网络渠道、视频类网站以及手机APP渠道的传播。创新点在于对手机微电影APP传播渠道的研究,通过调研,分析了手机APP传播的优势,并给出了微电影在制作和传播方面的具体建议。论文结论认为微电影通过手机这一渠道进行传播,有广阔的市场空间,在制作微电影时可以考虑APP形式,这将更好地在移动终端设备上进行传播。认为微电影制作方可以通过提供有价值的内容,建立微电影品牌,压缩微电影的大小,挖掘互动粘性等方面实现微电影的有效传播。
[Abstract]:In the context of the times of the melt medium, the development of the new media, the integration of the terminal equipment, the innovation of the multimedia technology, etc., make the media function break through the traditional restrictions and show the characteristics of digital, mobile, networked, and interactive. At the same time, people's lifestyle changes gradually with the changes of society, science and technology and culture. These trends have brought new influence to the creation and dissemination of film works. These trends have also brought new influence to the creation and dissemination of film works. The content of the film is simple, the form is new and so on. It becomes the object that young people are keen to click and watch, and the rise of the mobile phone especially the smart phone is more because of it. Mobile portability, multimedia function, rich program and convenient Internet access have become a new channel for micro film communication.
The research of micro film is in the ascendant. The case of the research is concentrated in the field of automobile industry, and the research on its media is mostly concentrated on the computer network media. There are few researches on the transmission of the channel of micro film mobile phone. The related research of the time of the medium is divided into three major sections. The first big block is the pair of the new medium and the traditional medium. In comparison with research, the main research direction is to study the electronic, radio, and television networks of newspapers and magazines. The second major sections are to study the change of information content under the background of the media. The third major sections focus on the development of the film in the times of the melt medium.
In this paper, the communication channel of micro film mobile phone is the main research object, which will summarize the audience's orientation of micro film and the unique channel of micro film. This will enrich the research of the channel part of the marketing mix in this field. Through summary, we hope to provide reference for the communication of micro film mobile phone channels in the actual marketing activities. This is also the meaning of the topic.
Media integration has become a new trend of media development. Mobile phones, especially smart phones, have become a major representative of the media. Based on the theory of mass communication and marketing theory, this paper discusses how the micro films spread through the mobile channels. The media characteristics, the audience analysis of mobile media, and the micro film are determined respectively. The meaning and mode of communication, the content and production of micro film transmission, the communication channel of micro film mobile phone in the era of medium, and the reasons for restricting the development of micro film and the countermeasures are discussed.
Based on the definition of media convergence, the media characteristics of the era of media convergence are studied, and the characteristics of the media age and the changes in the use of media are discussed.
The mobile media audience analysis, through the related investigation report and the actual questionnaire survey, carries on the data analysis. The scale of the mobile media audience, the application status of the mobile phone audience, the function and characteristics of the smart cell media, and the tendency of the use of the micro film audience media. The definition of micro film and its propagation mode, and the transmission of micro film. Content and production, mainly analyze the subject of micro film, including the definition of micro film, the transmission mode of micro film, the selection of the content of micro film, the production of micro film and so on. The communication channel of micro film mobile phone in the time of melt medium is studied in detail, and the APP channel of micro film is studied in detail, followed by social network. Research on channel channel, video channel website channel.
Finally, it analyzes the reasons and countermeasures that restrict the development of micro film, from the quality and click rate of the micro film, the development of the network charge and the micro film of the mobile phone, the speed of the net and the transmission of the micro film, the electric quantity and the micro film of the mobile phone, the legal protection and the microfilm, the significance of the brand to the micro film. Whether a movie is successful or not, you can see the box office; the success of a TV program can be seen as a viewing rate; and the success of a movie is a measure of the click rate. For micro movies, whether it is the click rate of a video website or the downloads of the APP program are important indicators to assess the wide spread of micro films. Business oriented micro films are especially important, so there are also software for the generation of brush clicks. Most consumers have the condense psychology. When faced with numerous and complicated and uncertain information, they tend to choose micro films with higher clicks to watch, in order to reduce the probability of seeing rotten slices, which also makes the transmission of micro films two. The characteristics of grade communication.
The cost of mobile Internet on mobile phones in China is generally high. The high cost of mobile network has become an important factor restricting the development of the channel communication of micro film mobile phones. This requires the telecom operators to further help the people to better develop. The play of the micro film, the collection of video, the sound as one, the application of high power consumption. In the present situation, the problem of using electricity is not solved. It will also restrict the development of microfilm cell phone channels. Fortunately, the scientific community has developed it. If it is successfully developed, the new type of super battery will discharge and charge 1000 times faster than ordinary batteries.
In the legal aspect, the related laws of micro films are not perfect in our country. In addition to the need for legislation in the protection of intellectual property, the supervision of micro film itself needs to be perfected. The legal protection and the sound supervision of the industry will be beneficial to the development of the communication channels of micro film mobile phones. The development of micro film itself brand will also have the development of the micro film industry. It is of great significance.
The main achievement of this paper is to study the communication channel of micro film mobile phone, analyze the communication channel of social network, video website and APP channel of mobile phone. The innovation lies in the research on the APP communication channel of mobile micro film. Through the investigation, the advantages of APP communication are analyzed, and the specific production and dissemination of microfilm is given. Suggestion.
The conclusion of the paper is that the micro film is spread through the mobile phone, and there is a broad market space. APP can be considered in the production of micro film. It will be better spread on the mobile terminal equipment. It is believed that the microfilm makers can build the micro film brand by providing valuable content, compress the size of the microfilm, excavate the size of the microfilm. Interaction, sticky and other aspects to achieve effective dissemination of micro films.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206

【参考文献】