传播学视角下的微信红包现象分析

发布时间：2018-01-09 00:29

本文关键词：传播学视角下的微信红包现象分析　出处：《北京印刷学院》2017年硕士论文　论文类型：学位论文

【摘要】：微信红包自从登上了羊年春晚之后,便在互联网传播中唱起了主角,掀起了一阵“抢红包”的浪潮。本文以“春节网络红包热”为出发点,对微信红包的兴起及相关概念进行了阐述,并对微信红包的传播特点和其所产生的传播效果以及在传播过程中所产生的问题进行了系列探讨。作为现代新媒介的代表之一,微信的发展无法延续传统媒介的营销模式,只能在对传统媒介营销基础这一方面加以借鉴,与自身发展现状结合起来不断地向前摸索前进。因此对于“微信红包”这一新兴媒介所产生的网络现象研究具有非常大的实际价值和现实意义。微信红包构筑了一个虚拟与现实交融的传播环境,在具体的人际传播过程中构建了人际交往关系,其社交影响力在满足受众个人需求及与传统媒介融合方面有必要引起关注。尽管网络诈骗、变异红包等让微信红包并非完美无缺,不过其未来的发展空间依旧巨大。
[Abstract]:WeChat red since boarded the year of the goat show, in the Internet to sing lead off a burst of grab red tide. The "Red Hot Spring Festival Network" as the starting point, the rise of WeChat red and related concepts are described, a series of research and dissemination characteristics of WeChat the red packets and the dissemination of results and problems arising in the process of communication. As one of the representatives of modern new media, WeChat's development cannot continue the traditional media marketing mode, can only be drawn in to the traditional media marketing based on this aspect, and their development situation combined with constantly groping forward study on network. Therefore the phenomenon of the "WeChat red" of the new media has great practical value and practical significance. The red WeChat to build a virtual and reality blend biography Sowing environment, in the process of interpersonal communication in the concrete construction of interpersonal relationship, the social influence is necessary to meet the individual needs of the audience and the integration of traditional media attention. Although the network fraud, let WeChat red envelopes and other variation is not the pink of perfection but its future development, space is still huge.

【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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