互联网视阈下读者话语权演化研究

发布时间：2018-01-24 23:47

本文关键词： 读者话语权权力演化互联网出版行业　出处：《武汉大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网时代公共话语平台和话语方式的多元化、开放性驱动行业话语权的重新分配。话语主体不再局限于相关政府部门和生产方,消费者和受众开始拥有更大的话语空间和话语影响力。就出版行业而言,UGC的爆发、阅读社区的多元化、电商平台崛起、众筹众包平台的兴起、社群经济的激活、C2B模式的升级......互联网让读者逐步参与到出版选题策划、内容生产、营销推广和拓展服务等各产业环节,无论是话语地位、话语空间、还是话语影响力都在不断提升。因此,通过对读者话语权及其演化进行分析,在帮助读者理性提升自己话语权的同时,可帮助出版社和相关政府部门发现话语权主要集中对象,掌握话语权分布态势和话语内容演化趋势,以便更科学、有预见性地调整和制定生产、营销、管理战略,引导和构建更为和谐健康的行业话语生态。然而目前学界和业界对读者话语权并未形成系统认知和研究框架,缺乏明确的概念界定和理论探讨,实证分析和量化研究更是处于空白阶段。鉴于此,本文主要研究内容包括:1)理清读者话语权的概念和够成要素;2)从资格、地位、空间三大要素出发,结合网络场域实证案例和量化数据,分别对互联网背景下读者话语权的演化方向进行分析。一方面,文章提出一种话语权研究的新范式,丰富了话语权研究相关学科理论,同时为出版产业相关研究提供一种新的视角。另一方面,文章依据新媒体场域测量数据针对当下出版市场的读者话语特性和传播特性进行实证研究,旨在为包括政府、出版方、读者等在内的出版行业各主体的政策制定、战略决策和话语表达提供一种可借鉴思路,促进出版行业话语生态的和谐发展和产业链运作的优化升级。本文内容结构安排如下:第一章,介绍研究背景,对比国内外研究现状,梳理研究目的及方法;第二章,理清读者话语权的概念内涵和构成要素,主要包括资格、空间、地位三部分;第三章,从制度门槛、技术门槛和身份门槛三部分梳理读者话语资格的演化路径及方向;第四章,从表达渠道、传播特性、话语特色三方面对读者话语空间演化进行分析;第五章,从社会认同感、行业接受度、产业影响力三层次阐述读者话语地位演化;最后指出文章存在不足和未来研究方向。
[Abstract]:In the Internet era, the diversification of public discourse platforms and modes of discourse, openness drives the redistribution of discourse rights in the industry, and the discourse subject is no longer confined to the relevant government departments and producers. Consumers and audiences begin to have greater discourse space and discourse influence. As far as the publishing industry is concerned, the explosion of UGC, the diversification of the reading community, the rise of e-commerce platform, the rise of crowdfunding platform. The activation of social economy means the upgrading of C2B mode. Internet enables readers to gradually participate in publishing topics planning, content production, marketing and expansion of services and other industrial links, regardless of the status of discourse. Therefore, through the analysis of the readers' discourse right and its evolution, we can help the readers to improve their discourse rights rationally at the same time. It can help publishers and relevant government departments to find the main focus of discourse rights, grasp the distribution of discourse power and discourse content evolution trend, in order to more scientific, predictable adjustment and formulation of production, marketing. Management strategy to guide and build a more harmonious and healthy industry discourse ecology. However, the current academic and industry on the reader's right to speak has not formed a systematic understanding and research framework, lack of clear definition of the concept and theoretical discussion. The empirical analysis and quantitative research are still in the blank stage. In view of this, the main content of this paper includes: 1) to clarify the concept and sufficient elements of the reader's right to speak; 2) starting from the three elements of qualification, status and space, combined with the empirical case of network field and quantitative data, this paper analyzes the evolution direction of readers' speech right under the background of Internet. On the one hand. This paper puts forward a new paradigm of discourse right research, which enriches the theory of discourse right research and provides a new perspective for publishing industry research. Based on the new media field measurement data, this paper makes an empirical study on the characteristics of readers' discourse and communication in the current publishing market, aiming at the government and the publishers. Readers and others in the publishing industry, the main body of the policy making, strategic decision-making and discourse expression to provide a reference thinking. To promote the harmonious development of the publishing industry discourse ecology and the optimization and upgrading of industrial chain operation. The content structure of this paper is as follows: chapter one, introduce the research background, compare the domestic and foreign research status, comb the purpose and method of the research; In the second chapter, the author clarifies the concept and elements of the reader's right of speech, mainly including three parts: qualification, space and status. The third chapter, from the system threshold, the technical threshold and the identity threshold three parts comb reader discourse qualification evolution path and direction; Chapter 4th analyzes the evolution of readers' discourse space from three aspects: the channel of expression, the characteristics of communication and the characteristics of discourse. Chapter 5th expounds the evolution of readers' discourse status from three levels: social identity, industry acceptance and industry influence. Finally, the paper points out the deficiency and future research direction.
【学位授予单位】：武汉大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230

【相似文献】