融媒背景下电视的网络化生存
发布时间：2018-08-16 08:20
【摘要】：伴随技术的进步,人类步入媒介融合的时代。新兴媒体与传统媒体在竞合中消解着彼此的界限,形成融合共生的新的媒介生态。电视媒体亦不可避免的被卷入融媒的浪潮。媒介融合的现实情境为传统电视媒体的生存与发展带来巨大挑战。在这场传播媒介的变革中,电视媒体需要依据受众收视习惯的变化,完成从内容生产、传播方式到盈利模式的转型。另一方面,互联网以惊人的速度蓬勃发展,网络遍及生活的各个角落,人类生活呈现网络化的特征。电视媒体也是如此,既不可脱离互联网独善其身,也不可不适应网络化现状一意孤行。在此背景下,电视媒体亟需面对对自身网络化生存之路的探索。本文结合现有研究与业界实践,将“网络化”定义为“指媒体依托因特网进行内容生产、传播的过程与结果。”在此范畴下,研究电视媒体的网络化生存。研究将从四方面探求电视媒体在此环境下的突围路径,一是探究电视媒体的网络化生存环境与此种环境对电视媒体媒体的影响：二是分析电视媒体网络化生存现状；三是探究网络传播的特性与电视媒体网络化生存的要素；四是探究电视媒体的网络化生存路径。本文主要应用三种研究方法：文献分析法,个案分析法,归纳分析法。利用这三种研究方法,分析、整合现有研究成果,根据现有研究的研究空缺与不足进行有针对性的研究。并对电视台生存现状进行个案分析,力图理论对接实践,对电视媒体的网络化生存进行深入研究。最终归纳总结并出成果。本文的研究成果如下：电视媒体的面临受众网络迁移、广告商网络转移、新旧媒体网络竞合的媒介环境,和从电视节目到视频、从播出渠道到平台、从电视受众到用户的新的电视元素,以及拥有自主选择需求、参与互动需求的电视用户。在这种网络化的环境下,电视媒体需要摆脱固往高高在上的传播策略,放低身价,并吸收互联网思维的要点,不只从形式,更要从思维上改造电视媒体。电视媒体需要运用用户思维、跨界思维、社会化思维、创新思维的互联网思维,进行网络化生产、网络化传播与网络化盈利。具体可在生产上针对因特网特征进行内容特制,并针对不同终端进行匹配性内容生产；在传播上竭力发挥网络的互动优势并发展全媒体传播；在盈利上可依托大数据、拓展多元营销渠道。本文希望能够通过研究,对融媒背景下电视媒体的网络化生存进行深入、系统的分析,并提出自己的观点,力图对现有的电视媒体网络化研究提供补充,为电视业界的实践提供参考。
[Abstract]:With the progress of technology, mankind has stepped into the era of media convergence. Emerging media and traditional media have cleared their boundaries in the process of competition and cooperation, forming a new media ecology of integration and symbiosis. TV media is inevitably involved in the wave of media convergence. The reality of media convergence has brought great challenges to the survival and development of traditional television media. In this change of media, TV media needs to complete the transformation from content production, mode of transmission to profit mode according to the change of audience's viewing habits. On the other hand, the Internet is developing rapidly with astonishing speed, the network is everywhere in life, and human life presents the characteristics of network. In this context, the television media need to face the exploration of their own way to survive in the network. Combining with the existing research and industry practice, this paper defines "networking" as "the process and result of media relying on the Internet for content production and dissemination. In this context, the study will explore the breakthrough path of television media in this environment from four aspects: first, explore the network environment of television media and the impact of this environment on television media; second, analyze the existing situation of television media network; third, explore the network communication. This paper mainly uses three research methods: literature analysis, case analysis, inductive analysis. Using these three research methods, analysis, integration of existing research results, according to the existing research gaps and shortcomings of the needle. The research results of this paper are as follows: TV media is facing the migration of audience network, advertiser network transfer, new and old media network competition media ring In this networked environment, TV media need to get rid of the clinging communication strategy, lower their price, and absorb Internet thinking. The main points are not only from the form, but also from the thinking of the transformation of television media. The television media needs to use user thinking, cross-border thinking, social thinking, innovative thinking of the Internet thinking, networked production, networked communication and networked profit. Specific in production for the characteristics of the Internet content tailor-made, and for different terminals into Line-matching content production; making full use of the interactive advantages of the network in communication and developing all-media communication; expanding the diversified marketing channels by relying on large data in profit. This paper hopes to be able to make a thorough and systematic analysis of the network survival of TV media under the background of financial media, and put forward its own views, trying to make a thorough analysis of the network survival of TV media under the background of financial media. The existing research on TV media networking provides a supplement for the practice of TV industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2
本文编号：2185428
[Abstract]:With the progress of technology, mankind has stepped into the era of media convergence. Emerging media and traditional media have cleared their boundaries in the process of competition and cooperation, forming a new media ecology of integration and symbiosis. TV media is inevitably involved in the wave of media convergence. The reality of media convergence has brought great challenges to the survival and development of traditional television media. In this change of media, TV media needs to complete the transformation from content production, mode of transmission to profit mode according to the change of audience's viewing habits. On the other hand, the Internet is developing rapidly with astonishing speed, the network is everywhere in life, and human life presents the characteristics of network. In this context, the television media need to face the exploration of their own way to survive in the network. Combining with the existing research and industry practice, this paper defines "networking" as "the process and result of media relying on the Internet for content production and dissemination. In this context, the study will explore the breakthrough path of television media in this environment from four aspects: first, explore the network environment of television media and the impact of this environment on television media; second, analyze the existing situation of television media network; third, explore the network communication. This paper mainly uses three research methods: literature analysis, case analysis, inductive analysis. Using these three research methods, analysis, integration of existing research results, according to the existing research gaps and shortcomings of the needle. The research results of this paper are as follows: TV media is facing the migration of audience network, advertiser network transfer, new and old media network competition media ring In this networked environment, TV media need to get rid of the clinging communication strategy, lower their price, and absorb Internet thinking. The main points are not only from the form, but also from the thinking of the transformation of television media. The television media needs to use user thinking, cross-border thinking, social thinking, innovative thinking of the Internet thinking, networked production, networked communication and networked profit. Specific in production for the characteristics of the Internet content tailor-made, and for different terminals into Line-matching content production; making full use of the interactive advantages of the network in communication and developing all-media communication; expanding the diversified marketing channels by relying on large data in profit. This paper hopes to be able to make a thorough and systematic analysis of the network survival of TV media under the background of financial media, and put forward its own views, trying to make a thorough analysis of the network survival of TV media under the background of financial media. The existing research on TV media networking provides a supplement for the practice of TV industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2
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，本文编号：2185428
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