基于议程设置理论的“双十一”话题研究

发布时间：2018-04-12 11:28

本文选题：双十一 + 议程设置　；参考：《兰州大学》2015年硕士论文

【摘要】：电子商务像一场革命颠覆着以往的竞争基础,影响着消费者的购物习惯和方式,正创造着一个又一个销售神话,这其中最引人关注的就是“双十一网购狂欢节”。国内用议程设置理论去探讨“双十一”话题的文献少见,本研究选择将电子商务与传播学经典理论相结合,让“双十一”与议程设置理论碰撞出别样的火花。对电商这一时代热点和未来的市场形态,从传播学这一角度进行解读,丰富了所学专业的研究范畴,又为电子商务未来的研究发展提供了新思路,并拓宽了广度。目前各大电商还在热衷于造节,此研究也能为如何成功造节提供一定的借鉴。在本研究中,笔者详细记述了“双十一”6年来的发展轨迹,以2014年的“双十一”为重点观察对象,记录了它的前期宣传计划和策略,活动时的详细战况,以及活动后阿里巴巴集团的总结和新的发展方向。在最后一章,笔者将实践与理论相结合,分析“双十一”的议程设置过程,呈现议程设置理论在新媒介环境下的一种研究思路。由于资料储备上的缺陷,不能保证研究资料的详实、结论的严谨,只能做到自圆其说,论清自己的想法和观点。
[Abstract]:Electronic commerce, like a revolution, subverts the basis of competition in the past, affects the shopping habits and ways of consumers, and is creating a series of sales myths, among which the "double Eleven online shopping carnival" is the most interesting one.It is rare to use agenda setting theory to discuss the topic of "double Eleven" in our country. In this study, we choose to combine electronic commerce with classical theory of communication, so that the "double Eleven" and the theory of agenda setting collide with each other.From the angle of communication, the interpretation of e-commerce as the hot spot of the times and the future market form enriches the research scope of the major studied, and provides a new way of thinking for the future research and development of electronic commerce, and widens the breadth.At present, the ecommerce is still keen on the construction of festival, this study can also provide some reference for the successful construction of the festival.In this study, the author described in detail the development track of the "double Eleven" in the past 6 years, taking the "double Eleven" in 2014 as the focus observation object, recorded its early propaganda plan and strategy, and the detailed battle situation during the activities.And after the activities of Alibaba Group summary and new development direction.In the last chapter, the author combines practice with theory, analyzes the agenda setting process of "double Eleven", and presents a kind of research thought of agenda setting theory under the new media environment.Because of the defect of data reserve, we can not guarantee the detail of the research data and the rigor of the conclusion, so we can only justify ourselves and clarify our own ideas and viewpoints.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.36;G206

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