网络电视的大学生受众行为特征研究

发布时间：2018-05-01 00:06

本文选题：网络电视 + 大学生受众　；参考：《东北师范大学》2012年硕士论文

【摘要】：近年来，随着我国网络通信技术特别是信息技术的迅猛发展，传统电视媒体正面临着来自各种新媒体的巨大冲击与挑战，而网络电视（IPTV）则正是最具代表性的新型电视媒体之一。网络电视，这个电视和网络相互融合的全新载体不但能为我们提供传统的电视节目，而且利用宽带数据传输上的优势它还可以提供视音频点播、个人互联网、在线游戏等方面的新型业务。它扩展了传统电视的增值空间和发展途径，加速了不同媒介载体间的共融，网络电视的不断发展必定加快整个行业发展链条的高速运转。本文主要是研究网络电视这一新型的媒介环境下的大学生受众对于网络电视的收视现状，论文采用了多元化的研究视角，将传播学、社会学等多学科知识结合进行研究，用问卷调查的方式研究受众使用新兴媒体—网络电视的收视行为。藉由这种视角，，论文从网络电视大学生受众的收视现状入手，并逐步探讨其收视行为和特征，同时将行为特征与节目内容结合进行研究论证，并辅以理论与实证相结合的方法和对量化研究成果的总结提炼。本研究结果显示，受众开始使用网络电视的原因主要是人际传播，网络电视的主要媒体功能是娱乐自己，网络电视拥有传统电视媒体所无法比拟的传播优势：海量化的信息资源、传受双方的互动优化、受众收视的个性化满足以及信息传播与服务相结合等等。网络电视正凭借这些得天独厚的传播优势逐渐走入我们的日常生活，改变和影响着我们的收视习惯和生活方式。
[Abstract]:In recent years, with the rapid development of the network communication technology, especially the information technology, the traditional TV media is facing great impact and challenge from all kinds of new media, and IPTV is one of the most representative new TV media. Network TV, a brand new carrier of television and network convergence, can not only provide us with traditional TV programs, but also make use of the advantages of broadband data transmission, it can also provide video-audio on-demand, personal Internet, New business in online games, etc. It expands the increment space and development way of traditional TV and accelerates the integration of different media carriers. The continuous development of network TV will speed up the high-speed operation of the whole industry development chain. This paper is mainly to study the current situation of college students' audience watching network television under the new media environment. The thesis adopts a diversified research perspective, combining communication, sociology and other multi-disciplinary knowledge to study. A questionnaire survey was used to study the audience's viewing behavior using the emerging media-network TV. From this angle of view, this paper starts with the current situation of the audience of college students on network TV, and gradually discusses the behavior and characteristics of the audience. At the same time, it combines the behavior characteristics with the content of the program to conduct research and demonstration. And with the combination of theoretical and empirical methods and the summary of quantitative research results. The results of this study show that the main reason for the audience to start using network television is interpersonal communication, and the main media function of network television is to entertain itself. Network TV has the unparalleled advantages of traditional TV media, such as the information resources of sea quantity, the interaction optimization of both sides, the individualized satisfaction of audience viewing, the combination of information dissemination and service, and so on. Network TV is gradually coming into our daily life by virtue of these unique communication advantages, changing and influencing our viewing habits and way of life.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G645.5

【参考文献】