媒介融合背景下报纸广告互动关系研究

发布时间：2018-04-15 00:23

本文选题：媒介融合 + 广告　；参考：《山东大学》2017年硕士论文

【摘要】：在层出不穷的新技术新媒体掀起的变革大潮中,报业经营遭遇断崖式下滑。新技术赋予了新媒体便捷的信息传递方式、高效的传受互动方式和更多新的选择,在各种技术手段基础上发展起来的新媒体,也逐渐出现多功能一体化的发展趋势,美国马萨诸塞州理工大学教授浦尔最先称之为"媒介融合",传统媒体包括报纸、广播、电视也在大潮的裹挟下走进媒介融合的大潮。报纸广告目前仍是纸媒体相当重要的收入来源,在媒介融合形势下,探讨报纸广告经营面临的新情况新问题,特别是直接影响到报纸广告效果的传受互动关系,显得尤为重要。本文所指广告,既包含传统意义上的平面广告,也包括各类经营活动等。"用户主导"、"受众中心"观念日渐强烈。以网络广告和互动营销为代表的广告互动传播受到空前关注。但目前媒体广告互动传播实践多、理论总结少,特别是关于报纸媒体广告互动传播的探讨更少,也缺乏深入的理论分析和指导。本文主要运用理论分析、文本分析与个案分析法,综合运用新闻传播学、心理学、广告学、社会学等理论,分析媒介融合的特点、发展情况、融合新趋势;梳理媒介发展各阶段传播要素的演进情况,重点考察新媒体时期及媒介融合时期传播要素的特点,以及传受互动的作用机制,关照报纸媒体广告经营的现实局限性及可尝试的突围办法。重点探讨新形势下报纸在广告互动关系方面可能的优化路径,尝试提出可操作的提升报纸广告经营效果的策略。
[Abstract]:In the endless new technology and new media set off the tide of change, newspaper business encountered cliff-like decline.The new technology endows the new media with convenient ways of information transmission, highly efficient communication and interaction and more new choices. The new media, which is developed on the basis of various technical means, has also gradually appeared the trend of multi-function integration.Professor Poyle of Massachusetts University of Technology first called "media convergence". Traditional media, including newspapers, radio and television, also entered the tide of media convergence.Newspaper advertising is still an important source of income for paper media at present. Under the situation of media convergence, it is particularly important to discuss the new situation and new problems faced by newspaper advertising management, especially the interactive relationship that directly affects the effect of newspaper advertising.This article refers to the advertisement, not only includes the traditional sense of print advertising, but also includes all kinds of business activities. "User-oriented, "audience center" concept is increasingly strong.With the network advertisement and the interactive marketing as the representative advertisement interactive dissemination receives the unprecedented attention.However, at present, the practice of interactive communication of media advertisement is much more, and the theoretical summary is less, especially the discussion about the interactive communication of newspaper media advertisement is even less, and there is also a lack of in-depth theoretical analysis and guidance.This article mainly uses the theory analysis, the text analysis and the case analysis, synthetically uses the news communication science, the psychology, the advertisement science, the sociology and so on theory, analyzes the media fusion characteristic, the development situation, the fusion new tendency;Combing the evolution of communication elements in different stages of media development, focusing on the characteristics of communication elements in the new media period and the media convergence period, as well as the interaction mechanism of communication.Take care of the practical limitations of newspaper media advertising management and try ways to break through.This paper focuses on the possible optimization of the interactive relationship between advertisements under the new situation, and tries to put forward an operational strategy to improve the effectiveness of newspaper advertising.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G210

【参考文献】