信息心理免疫与广告逃避行为研究

发布时间：2018-03-13 13:47

本文选题：信息免疫　切入点：广告逃避　出处：《浙江工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：在人与信息漫长的交互过程之中,人对于信息的反应机制也在不断地发展和衍化。从一开始,人对信息就具有生理性的免疫反应,并在人类生存发展的历程中不断得以体现。到了如今的信息爆炸时代,人对于信息的心理适应性反应也随着信息形态的变化变得越发显著,对信息的免疫心理也愈发强烈。在信息社会中,广告是信息内容的一部分,广告在社会空间中遍布各处,正因为广告信息的泛滥,人们对于广告产生了逃避行为,并且在注意力空间中表现得更加明显。本文提出创新性概念“信息心理免疫”,并对其做出阐释和界定,同时通过演化注意力经济学理论对注意力的选择性做出分析,人具有聚焦的本能,在人类的发展过程中,人具有天然的对注意力资源的配置功能。信息带给我们光怪陆离的世界的同时,人与信息环境也在发生一个双向建构的反应,人并不是简单的机械化的人,信息社会越复杂,人的社会意识就越强,并且人对注意力优化配置也在随着社会变迁产生变化。其次,本文构建了注意力矩阵空间,分析了广告在注意力空间中的泛滥化现象,并通过微信的案例具体对广告、媒介与用户间的生态圈做出分析,认为广告正处于一个失序的状态。广告是符号的操作,我们本身也是符号的集成,符号填充了注意力空间,我们在此空间中与广告做着注意力的控制与反控制的博弈。最后,基于注意力经济的视域,分析注意力在注意力空间中的演变和未来。
[Abstract]:In the long process of interaction between people and information, the mechanism of human response to information is also developing and evolving. From the beginning, people have a physiological immune response to information. In the age of information explosion, people's psychological adaptive response to information becomes more and more obvious with the change of information form. In the information society, advertising is a part of the information content. Advertising is spread all over the social space. Because of the flood of advertising information, people have evaded the advertisement. And it is more obvious in the attention space. This paper puts forward the innovative concept of "information psychological immunity", explains and defines it, and analyzes the selectivity of attention through the theory of evolutionary attention economics. Human beings have the instinct to focus. In the process of human development, human beings have the natural function of allocating attention resources. While information brings us a strange world, there is also a two-way construction reaction between human beings and the information environment. Man is not a simple mechanized person. The more complicated the information society is, the stronger the social consciousness is, and the optimal allocation of human attention is changing with the change of society. Secondly, the attention matrix space is constructed in this paper. This paper analyzes the phenomenon of advertising flooding in attention space, and analyzes the ecological circle between advertising, media and users through the case of WeChat, and thinks that advertising is in a state of disorder. Advertising is the operation of symbols. We are also the integration of symbols, in which symbols fill the attention space, where we play the game of attention control and counter-control with advertising. Finally, based on the horizon of the attention economy, Analyze the evolution and future of attention in attention space.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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