长沙市公交车载媒体的强制性传播研究

发布时间：2018-07-25 19:09

【摘要】：随着新媒体技术的不断深入发展，信息传播的途径越来越宽广，传播方式也变得越来越多样化。传播过程由传播者的单向传播发展到传受双方的互动传播，无疑是传播史上的一次重大进步，但由于信息资源的不断过剩、注意力资源的日渐稀缺以及受众的日益碎片化，信息传播的效果已很难得到保证。为了实现既定的传播目标，，媒体不得不采取强制性传播手段。在信息的强制性传播过程中，受众的部分信息需求得到了满足，但由于传播手段的强制性与信息的过度、过量传播，对受众心理产生了消极影响，也对传播环境造成了信息污染，这其中以公交车载媒体最为明显。本文以长沙市公交车载媒体为研究对象，从信息传播主体、受众、信息内容、传播环境和社会影响等五个方面，分析长沙市公交车载媒体的强制性传播现状与问题。公交车载媒体的强制性传播在满足受众部分信息需求，实现传播效果并达到传播目的方面，确实具有传统媒体所无法比拟的优势，但是，在这个过程中也存在着如传受双方传播权利的失衡、信息内容缺乏创新、公益信息宣传被忽视及相关政策法规缺失的问题。解决这些问题，需要建立完善的信息反馈机制，加强传受双方的信息交流，使传播过程更加顺畅，同时应当结合公交车载媒体的特点加强对信息内容的创新，并通过回归公共服务理念及时弱化当前过于浓厚的商业气息，树立良好的品牌形象，提高公信力。此外，政府部门的监督管理对长沙市公交车载媒体的可持续发展也具有重要影响。
[Abstract]:With the continuous development of the new media technology, the way of information dissemination is more and more broad and the mode of communication becomes more and more diversified. The process of communication is developed from the one-way communication of the disseminator to the interactive communication between the two parties. It is undoubtedly a major progress in the history of communication, but it is due to the continuous surplus of information resources and the day of attention resources. As the gradual scarcity and the increasing fragmentation of the audience, the effect of information dissemination has been hard to be guaranteed. In order to achieve the established target of communication, the media has to adopt mandatory means of communication. In the process of compulsory transmission of information, the demand for some information of the audience is satisfied, but the compulsion and excessive information of the means of communication are excessive and excessive. Communication has a negative impact on the psychology of the audience, and has also caused information pollution to the communication environment, among which the most obvious is the vehicular media.
This paper, taking the vehicle media of Changsha bus as the research object, analyzes the current status and problems of the compulsory transmission of the bus vehicle media in Changsha from five aspects, such as the main body of the information communication, the audience, the information content, the communication environment and the social influence. The compulsory transmission of the bus vehicle media can meet the needs of the audience and achieve the effect of communication. To the purpose of communication, it does have the advantages that traditional media can't compare with. However, in this process, there are also problems such as the imbalance of transmission rights of the two parties, lack of innovation in information content, the neglect of public information publicity and the lack of relevant policies and regulations. The communication between the two sides makes the communication process more smooth. At the same time, we should strengthen the innovation of information content by combining the characteristics of the bus vehicle media. By returning to the concept of public service, we should weaken the strong commercial atmosphere in time, set up a good brand image and improve the public credibility. In addition, the supervision and management of the government departments to Changsha The sustainable development of city bus media also has important influence.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F572.88

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