移动网络营销与媒介事件的关系——以春晚“抢红包”为例

发布时间：2018-01-21 04:31

本文关键词： 媒介事件电视直播电视策划著名传播学者营销效果议程设置央视春晚卡茨节日氛围受调查者 　出处：《青年记者》2015年19期 　论文类型：期刊论文

【摘要】：正2015年"抢红包"成了央视春晚的重头戏,微信通过红包将广告做到了用户手机的各种社交圈。新浪在2月19日对此进行了调查,受调查者中97%的用户注意到了商户品牌。这种微信营销效果不得不归功于春晚这一媒介事件。作为媒介事件的春晚美国著名传播学者戴扬和卡茨将"令国人乃至世人屏息驻足的电视直播历史事件"1定义为媒介事件,它是一种"对电视的节日性收看",2与宣传、颂扬密不可分。显然,春晚是典型的媒介事件:典型的周期性电视直播,浓烈的中国节日氛围吸引着国人关注。通过一场议程设置的电视策划,在直播情况
[Abstract]:On 2015, "snatching red envelopes" became the highlight of CCTV's Spring Festival Gala, and WeChat used the red envelopes to make advertisements into various social circles of users' mobile phones. Sina conducted an investigation into this on February 19th. 97% of the respondents noticed the merchant brand. This WeChat marketing effect has to be attributed to the event. As a media event, Dayan and Katz, the famous American communication scholars of the Spring Festival Gala, said, " People and even the world hold their breath to live the history of television events "1" defined as media events. It is a kind of "television festival watching" and publicity, praise is inseparable. Obviously, the Spring Festival Gala is a typical media event: typical periodic live television. The strong atmosphere of Chinese festivals attracts the attention of the state. Through a TV program set up on the agenda, it will be broadcast live
【作者单位】：山西大学文学院;
【分类号】：G206-F
【正文快照】： 2015年“抢红包”成了央视春晚的重头戏,微信通过红包将广告做到了用户手机的各种社交圈。新浪在2月19日对此进行了调查,受调查者中97%的用户注意到了商户品牌。这种微信营销效果不得不归功于春晚这一媒介事件。作为媒介事件的春晚美国著名传播学者戴扬和卡茨将“令国人乃至世

【相似文献】