微信的媒介生态研究

发布时间：2018-10-16 21:22

【摘要】：微信是一种特色鲜明的新兴传播媒介,有着即时交互性强、媒介整合度高、强弱连接有力等特性；媒介生态学则是一门将生态学与传播学相融的学科,它立体透视人与媒介、社会的关系,并不断反思媒介变迁对环境造成的影响。本文主要从媒介生态学的视角出发,立足现实,采用文献分析法、跨学科分析法、比较分析法等方法,将微信置于媒介生态的背景下进行全方位的分析和观察,并较为完整的呈现微信的独特生命形态。首先,本文梳理了媒介生态学的理论演变和微信的研究现状,并对媒介生态和微信的基本概念做出界定。接着,本文对微信的媒介生态环境进行了逐层推进的全面分析。其中,微信的外生态环境,主要包括政策、技术、经济和社会生态因子的综合作用；而微信的内生态环境,不仅包括互利共生、竞争排斥的种间关系,也包括以掠夺性竞争为主的种内关系；微信的媒介生态位优势,勾勒的则是微信在媒介生态中的形象,主要展示了微信提升普通帐号交流认同度、提高政务帐号信息沟通率、推动营销模式闭合化的生态形象。随后,本文考察了微信的生存价值。微信提高生态进化效率的正价值不仅包括纸媒、广播、电视传播方式的改变,也包括创新语音表达、创新信息跨界、控制传播范围等表达形式的改变。微信引发生态位重叠的负价值,除了挤压媒介生存空间外,还包括对信息爆炸式推广、图文并茂式传播、官方严肃发布等传播观念的冲击。此外,本文还探究了生态环境对微信活动做出的反馈调节。最后,本文通过对微信现存的安全隐患、资源浪费、生态隐忧、环境破坏等生态危机的理智解剖,进行了具有针对性的对策分析：一是通过提升自净能力、开发新技术、维护内部平衡和拓展生态位等自然恢复的形式进行调控,二是通过行业立法、媒介监督、伦理建设等人工恢复的形式促进稳定。在结合大量文献资料和数据的基础上,本文对微信进行了生态环境、自身优势、对环境产生的价值、发展中出现的问题与对策等方面的研究。希望能在已有研究成果的基础上,进一步明晰我国媒介生态环境的整体状况,准确认识微信的生存现状和价值体认,同时进一步探求微信的未来发展方向,期待能对类微信媒介在复杂多变的生态环境中不断可持续发展,争取更多的生存养分。
[Abstract]:WeChat is a new medium with distinctive characteristics, which has the characteristics of instant interaction, high media integration, strong and weak connection, and so on, while media ecology is a subject that combines ecology and communication, and it has a stereoscopic perspective on people and media. Social relations, and constantly reflect on the impact of media changes on the environment. In this paper, from the perspective of media ecology, based on the reality, using the methods of literature analysis, interdisciplinary analysis, comparative analysis and other methods, WeChat is placed in the context of media ecology for all-round analysis and observation. And presents the unique life form of WeChat relatively completely. Firstly, this paper reviews the evolution of media ecology theory and the research status of WeChat, and defines the basic concepts of media ecology and WeChat. Then, this article carries on the comprehensive analysis to the media ecological environment of WeChat. Among them, the external ecological environment of WeChat mainly includes the comprehensive function of policy, technology, economy and social ecological factors, while the internal ecological environment of WeChat includes not only the interspecific relationship of mutualism and competition, but also the competition and exclusion. It also includes intra-specific relationships dominated by predatory competition. WeChat's media niche advantages outline WeChat's image in the media ecology, mainly demonstrating WeChat's promotion of common account exchange and identity, and improving the communication rate of government account information Promote the marketing model closed ecological image. Then, this paper examines the survival value of WeChat. The positive value of WeChat in improving the efficiency of ecological evolution includes not only the changes of the media, radio and television transmission modes, but also the changes of the expression forms such as innovative voice expression, innovative information crossing, controlling the scope of communication, and so on. WeChat causes the negative value of niche overlap, not only squeezing the media living space, but also the impact of information explosion, picture and text dissemination, official serious release and so on. In addition, this article also explores the ecological environment to make feedback regulation of WeChat activity. Finally, through the rational dissection of the existing ecological crisis, such as the hidden danger of WeChat, the waste of resources, the ecological worry and the destruction of the environment, this paper has carried on the targeted countermeasure analysis: first, through the enhancement self-purification ability, develops the new technology, The second is to promote stability through artificial restoration such as industry legislation, media supervision, ethics construction and other forms of natural restoration, such as maintaining internal balance and expanding niche. On the basis of a great deal of literature and data, this paper studies the ecological environment, the advantages of WeChat, the value to the environment, the problems and countermeasures in the development of WeChat. It is hoped that, on the basis of the existing research results, we can further clarify the overall situation of the media ecological environment in our country, accurately understand the existing situation and value of WeChat, and at the same time further explore the future development direction of WeChat. It is expected that the WeChat medium can be continuously developed in the complex and changeable ecological environment and strive for more nutrients for survival.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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