我国电视媒体与微博的融合传播研究

发布时间：2018-06-20 22:12

本文选题：电视媒体 + 微博　；参考：《湖南大学》2015年硕士论文

【摘要】：微博现已成为社会第一大信息资源平台,各类传统媒体纷纷开始寻求与微博的整合,争夺在微博空间的话语权。研究我国电视媒体与微博的融合传播,对提升全媒体时代我国电视媒体的竞争力和影响力具有重要意义。在媒介融合时代背景下,受众需求日渐多元化,电视媒体与微博的优劣势凸显,微博为电视媒体带来机遇,电视媒体可弥补微博劣势,这都是我国电视媒体寻求与微博融合传播的动因。二者融合传播主要有三种形式:直线式的信息互换,立体式的多元融合以及定制式的交互传播。我国电视媒体在与微博融合过程中呈现出多种功能与特点,其中电视频道与微博融合的功能主要是通过微博发布即时新闻,借助微博开展品牌营销,微博与电视频道合作植入广告扩大品牌影响力;电视节目与微博融合的功能主要是电视节目拓展微博话题,微博拓宽电视节目双向传播渠道,电视节目使用微博进行宣传;通过实证分析发现,电视频道和电视节目运用微博时呈现不同特点,电视频道使用微博时信息发布呈现常态化,主题多元各有侧重以及文本编辑呈现模式化;而电视节目使用微博时信息发布呈现阶段性,主题集中类型多样同时受众参与度高。我国电视媒体与微博融合产生了一系列的传播效果,影响这些传播效果的因素包括:电视媒体影响力、传播内容的选择、传播频率的把握、意见领袖的作用以及受传者个体差异。满足电视媒体受众需求、提升电视媒体收视率以及强化电视媒体议程设置功能等是二者融合产生的正效果。同时,电视媒体与微博融合会产生一些负效果,包括裂变式的传播削弱了电视媒体舆论引导力,同质化严重不利于树立电视媒体品牌形象,电视媒体官微话语陈旧导致受众信息疲劳等。电视媒体与微博的融合仍存在有待完善之处,本文针对这些负面传播效果及不足提出了4个层面的优化策略:运作机制优化策略,即建立专业化微博运营团队,明确发布内容及发布流程,制定评测和安全保障制度;微博内容提升策略,即掌握电视媒体微博的发送频率,凸显电视媒体微博的内容特色,规范电视媒体微博信息;受众互动升级策略,即细分受众并及时沟通,策划微博活动提高参与度;整合营销优化策略,即明确电视媒体微博定位,构建电视媒体微博矩阵,开展电视媒体微博事件营销,整合其他媒介资源等。
[Abstract]:Weibo has become the largest information resource platform in the society. All kinds of traditional media have begun to seek integration with Weibo and compete for the right to speak in the Weibo space. It is of great significance to study the fusion and communication of TV media and Weibo in our country to enhance the competitiveness and influence of TV media in the age of all media. Under the background of media convergence era, audience demand is becoming more and more diverse, the advantages and disadvantages of TV media and Weibo are prominent, Weibo brings opportunities to TV media, and TV media can make up for the disadvantages of Weibo. This is the reason why TV media in our country seek to merge with Weibo. There are three main forms of fusion communication: straight information exchange, three-dimensional multiple fusion and customized interactive communication. In the process of fusion with Weibo, TV media in our country have many functions and characteristics. Among them, the fusion function of TV channel and Weibo is mainly to issue instant news through Weibo and carry out brand marketing with the help of Weibo. The functions of Weibo and TV channel are mainly to expand the topic of Weibo, Weibo to expand the channel of two-way communication of TV program, and Weibo to propagate TV program. Through the empirical analysis, it is found that TV channels and TV programs show different characteristics when they use Weibo, that when TV channels use Weibo, the information release is normalized, the topics are diversified and focused, and the text editing model is presented; However, when TV programs use Weibo, the stage of information release is presented, the type of theme concentration is diverse and the audience participation is high. The fusion of TV media and Weibo has produced a series of communication effects in China. The factors influencing these effects include: the influence of TV media, the choice of communication content, the grasp of communication frequency. The role of opinion leaders and the individual differences of the bearers. To meet the needs of TV media audience, to improve the ratings of TV media and to strengthen the function of TV media agenda setting are the positive results. At the same time, the fusion of TV media and Weibo will produce some negative effects, including the fission of the dissemination of public opinion weakening the power of television media, homogeneity is not conducive to the establishment of television media brand image. TV media official micro-discourse old leads to audience information fatigue and so on. The fusion of TV media and Weibo still needs to be improved. This paper puts forward four optimization strategies for these negative communication effects and shortcomings: the optimization strategy of operation mechanism, that is, the establishment of specialized Weibo operation team. Clear release content and release process, formulate evaluation and security system, Weibo content promotion strategy, that is, to grasp the frequency of Weibo transmission, highlight the content characteristics of TV media Weibo, standardize the TV media Weibo information; Audience interactive upgrading strategy, that is, subdividing audience and communicating in time, planning Weibo activities to increase participation, integrating marketing optimization strategy, that is, defining the orientation of TV media Weibo, constructing TV media Weibo matrix, developing TV media Weibo event marketing, Integration of other media resources.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2;G206

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