社交媒体发展背景下的微信依赖研究

发布时间：2018-05-09 09:04

本文选题：微信依赖 + 商业　；参考：《山西大学》2015年硕士论文

【摘要】：本文在北美生态学“媒介作为环境的研究”影响下,结合当下社交媒介迅速发展的背景,选取其中最具代表性的微信作为研究对象,运用媒介依赖论分析了微信与大众的依赖关系图景,讨论了微信依赖对商业系统、受众系统、媒介系统造成的影响,并试图从商业系统、受众系统、媒介系统三方面探索调试策略。文章采用文献综述法、深入访谈法完成,以媒介依赖理论为支撑,灵活运用媒介-受众-社会框架,深入分析了微信依赖对其他社会系统的长远影响,其逻辑思路为：首先运用“使用与满足理论”,从微信的传播特征与大众对微信的媒介需求主客两方面,引出微信在人们日常生活中起到的重要作用；接着从微信依赖的类型、特点、表现等方面论述了大众与微信之间的失衡状态,从中可见人们对微信的依赖程度之深,并运用5w模式从理论角度概括了人们对微信依赖的原因,总结了人们对微信依赖的多元化原因；正是由于大众对微信的依赖关系超过了一定的度,打破了某种平衡性,所以相互制约、相互依存的社会结构体系出现了混乱,其中以商业系统、受众系统、媒介系统最为严重,因此本文以商业—受众—媒介系统为宏观指导,探索微信依赖对其造成的影响,并试图从这三方面给出相应的应对措施。就商业系统而言,企业应统筹规划,系统学习微信营销；建立关系,提高沟通能力；完善市场,补足线下短腿。受众系统方面,受众应理性使用微信,提高公众媒介素养；树立防范意识,抵制微信负面影响；拓展实践活动,建构独立思考能力。而媒介系统方面,应加强监管,形成自律机制；提高职业素养,作好把关人；发挥媒介素养的教育作用,建设绿色微信。希冀通过以上措施,实现社会有机结构的良性生态运作。
[Abstract]:Under the influence of North American ecology "Media as the Environment" and the background of the rapid development of social media, this paper selects WeChat, which is the most representative of the social media, as the research object. Based on the theory of media dependence, this paper analyzes the image of dependence relationship between WeChat and the public, discusses the influence of WeChat dependence on business system, audience system and media system, and attempts to analyze the influence of WeChat dependence on business system, audience system, and so on. Three aspects of media system to explore debugging strategy. Based on the theory of media dependence and the flexible use of media-audience social framework, this paper analyzes the long-term impact of WeChat dependence on other social systems by means of literature review, in-depth interview, and flexible use of media-audience social framework. The logic of WeChat is as follows: firstly, by using the theory of "use and satisfaction", from the two aspects of WeChat's communication characteristics and the mass media demand for WeChat, it draws out the important role that WeChat plays in people's daily life, and then from the types of WeChat dependence. This paper discusses the unbalanced state between the public and WeChat from the aspects of characteristics, performance and so on, from which we can see the depth of people's dependence on WeChat, and generalizes the reason of people's dependence on WeChat from the theoretical point of view by using 5w model. The reason why people depend on WeChat is summarized. It is precisely because the popular dependence on WeChat has exceeded a certain degree, which has broken some balance, so the social structure system of mutual restriction and interdependence has appeared chaos. Among them, commercial system, audience system and media system are the most serious, so this paper takes the business-audience media system as the macro guidance, explores the influence of WeChat dependence on it, and tries to give corresponding countermeasures from these three aspects. As far as business system is concerned, enterprises should plan as a whole, learn WeChat marketing systematically, establish relationships, improve communication ability, perfect the market and complement the short legs below the line. In the aspect of audience system, the audience should use WeChat rationally, improve public media literacy, set up prevention consciousness, resist the negative influence of WeChat, expand practical activities and construct independent thinking ability. In the aspect of media system, we should strengthen supervision, form self-discipline mechanism, improve professional quality, do a good job of gatekeeper, give play to the educational function of media literacy, and construct green WeChat. Hope that through the above measures to achieve the social organic structure of the benign ecological operation.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

【参考文献】