《罗辑思维》—自媒体脱口秀节目的成功尝试
发布时间：2019-04-28 08:14
【摘要】：《罗辑思维》是知识型自媒体脱口秀节目的新秀,不仅节目内容博采众长,而且营销推广匠心独运,它将传统媒体节目内容和网络传播形式融为一体,在多平台进行的创新传播收到良好效果,堪称自媒体脱口秀节目的成功典范。本研究以《罗辑思维》开播两年所有的节目视频、图书和主持人公开活动资料为内容支撑,运用社会学、心理学等多学科相关知识,探索《罗辑思维》的成功之道。本研究认为,《罗辑思维》的成功主要得益于两个方面：一、节目内容丰富,表达个性鲜明。节目主题涉及社会生活的各个方面,基本涵盖了目标受众的兴趣范围。主持人的表达犀利幽默,魅力人格体的精心打造增强了节目和传播者本身的影响力。内容与形式的完美统一吸引了大批渴求知识的受众成为节目的铁杆粉丝；二、利用会员制进行互联网营销。团队营销注重创新性思维的运用、紧跟时代和受众心理的变化,树立铁杆粉丝概念,打造个性化品牌,将娱乐的理念贯穿于整个营销过程。虽然也有人对此节目和团队提出了质疑,但是本论文认为,一档新节目的发展不会是一帆风顺的。它的大胆尝试,对自媒体脱口秀节目起到了正能量的引领作用。只有在新媒体平台上充实节目内容、创新品牌传播并积极摸索盈利的道路,才是自媒体脱口秀节目获得长远发展的保障。
[Abstract]:Luo Ji thought is a rookie of the knowledge-based self-media talk show, not only the content of the program is popular, but also the marketing and promotion of ingenuity. It combines the content of traditional media programs with the form of network communication. Innovative communication in multi-platform has achieved good results, can be regarded as a successful model of self-media talk show. This study is supported by the two-year broadcast of all the programs and videos, books and public activities of the host, and explores the successful way of Luo Ji's thinking by using the related knowledge of sociology, psychology and so on in the present study, which is based on the two-year broadcast of all the programs and videos, books and the public activities of the hosts. This study argues that the success of Luo Ji's thinking is mainly due to two aspects: first, the content of the program is rich and the expression personality is distinct. The theme of the program covers all aspects of social life and basically covers the range of interest of the target audience. The host's sharp humor and charismatic personality enhance the influence of the show and the communicator itself. The perfect unity of content and form has attracted a large number of knowledge-hungry audiences to become die-hard fans of the program; second, the use of membership for Internet marketing. Team marketing pays attention to the application of innovative thinking, follows the changes of times and audience psychology, sets up the concept of hard-core fans, creates personalized brand, and permeates the concept of entertainment throughout the marketing process. Although some people have questioned the program and the team, this paper believes that the development of a new program will not be smooth sailing. Its bold attempt has played a positive role in self-media talk shows. Only on the new media platform to enrich the content of the program, create new brand dissemination and actively explore the way to profit, is the long-term development of self-media talk show guarantee.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
本文编号：2467474
[Abstract]:Luo Ji thought is a rookie of the knowledge-based self-media talk show, not only the content of the program is popular, but also the marketing and promotion of ingenuity. It combines the content of traditional media programs with the form of network communication. Innovative communication in multi-platform has achieved good results, can be regarded as a successful model of self-media talk show. This study is supported by the two-year broadcast of all the programs and videos, books and public activities of the host, and explores the successful way of Luo Ji's thinking by using the related knowledge of sociology, psychology and so on in the present study, which is based on the two-year broadcast of all the programs and videos, books and the public activities of the hosts. This study argues that the success of Luo Ji's thinking is mainly due to two aspects: first, the content of the program is rich and the expression personality is distinct. The theme of the program covers all aspects of social life and basically covers the range of interest of the target audience. The host's sharp humor and charismatic personality enhance the influence of the show and the communicator itself. The perfect unity of content and form has attracted a large number of knowledge-hungry audiences to become die-hard fans of the program; second, the use of membership for Internet marketing. Team marketing pays attention to the application of innovative thinking, follows the changes of times and audience psychology, sets up the concept of hard-core fans, creates personalized brand, and permeates the concept of entertainment throughout the marketing process. Although some people have questioned the program and the team, this paper believes that the development of a new program will not be smooth sailing. Its bold attempt has played a positive role in self-media talk shows. Only on the new media platform to enrich the content of the program, create new brand dissemination and actively explore the way to profit, is the long-term development of self-media talk show guarantee.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
【参考文献】
相关期刊论文 前2条
1 马海东;;新媒体视频节目需求与发展趋势[J];中国传媒科技;2013年10期
2 李成;;几个火爆自媒体“火”在哪里(之二) “罗辑思维”的运行逻辑和想象空间[J];中国记者;2014年03期
，本文编号：2467474
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