微传播碎片化研究

发布时间：2018-01-05 04:32

本文关键词：微传播碎片化研究　出处：《河南大学》2014年硕士论文　论文类型：学位论文

【摘要】：网络技术的不断发展,信息传播技术日新月异,媒介传播形式也随之发生着变化。以微博、微信、微视、微淘等为主要代表的新型信息传播媒介,掀起了网络传播“微传播”的新浪潮。“微”是微传播的关键词：传播内容是“微内容”,传播渠道是“微媒介”,传播对象是“微受众”。经济的发展,社会的进步,消费水平水平不断提高,消费观念不断改变,社会发展日益呈现出“碎片化”的趋势。在这样的社会背景下,人们的价值观和思维观念也随着社会价值观的变化而发生着改变,需求日益个性化和精细化。同时,伴随着网络技术的发展,移动终端不断智能化,受众信息传播和接受方式也发生着翻天覆地的改变。自2009年微博出现,2011年微信的横空出世,引领了微传播的浪潮。微社交、微新闻、微购物、微支付、微公益、微广告、微游戏……随着微传播的不断发展,在政治、经济、社会文化等方面的影响日益显著,成为一支不可小觑的新生力量,形成了独特的微传播文化。碎片化是微传播的显著体现。碎片化的微传播以其与生俱来的传播力和影响力,在满足受众自主、个性、多样的信息需求的同时,也改变着受众信息传播与接受的方式和习惯。受众已不再是一个整体,而是分散成为一个个的“碎片”。同时,新型微传播技术和媒介的发展,改变了传统媒体的“中心”地位,传播者也呈现出“碎片式”的状态。微传播碎片化带来了海量的信息,为受众提供了丰富的信息资源和快速便捷的传播体验,同时碎片化微传播也带来了信息超载、泡沫化、谣言化的困扰,浅阅读、精英文化削弱等社会文化困境。微传播碎片化既带来了前所未有的机遇,同时也使人们面临着挑战。本文从四个方面试图对微传播碎片化进行梳理和分析,以展开对微传播碎片化对社会文化的影响进行探讨和研究。文章首先对微传播和碎片化的概念分别进行了界定和概述；其次,从信息传播碎片化、内容碎片化、时空碎片化、受众解读碎片化等四个方面,结合大量微传播碎片化的例证,通过内容分析法对微传播碎片化的表现进行了梳理和分析；然后,文章归纳分析了微传播碎片化的形成因素,从社会环境改变和网络技术发展两个角度进行分析和概括；最后,在前文对微传播碎片化现象的梳理、分析以及形成因素的分析、归纳的基础上,落脚于微传播碎片化这一独特的微文化对社会文化带来的影响。文章肯定了微传播碎片化所带来的前所未有的快捷、便利的传播体验以及丰富的信息内容,认为微传播碎片化为碎片时间的利用以及草根文化的发展做出了一定的贡献。同时重点探讨微传播碎片化导致的信息泡沫化、浅阅读、浅层思维以及精英文化削弱等消极的社会文化影响等。反思微传播碎片文化的同时,也提出相应的看法和建议,以及对微传播碎片化发展的展望。
[Abstract]:The development of network technology, information and communication technology change rapidly, the media form has changed. With micro-blog, WeChat, micro, micro Amoy new media as the main representative, set off a new wave of Internet communication "Micro Communication", "micro" is the keyword of micro propagation: the dissemination of the contents is "micro content, communication channels are micro media, communication object is" micro audience ". The development of economy, the progress of the society, the level of consumption levels continue to improve, consumer attitudes change, social development is increasingly showing the trend of" fragmentation ". In this social background, people's values and thinking the concept also changes with the social values change, the growing demand for personalized and refinement. At the same time, with the development of network technology, the mobile terminal has intelligence, information dissemination and acceptance of the audience is also made A change. Turn the world upside down since 2009 2011 micro-blog, WeChat turned out, led to the spread of micro wave. The micro social news, micro, micro shopping, micro payment, micro public welfare, micro advertising, micro games. With the development of micro propagation in the political, economic, social and cultural aspects of the growing influence obviously, become a important new force, formed a unique culture micro propagation.
Fragmentation is evident micro propagation. Micro propagation with its inherent spread and influence of fragmented, independent personality in the audience to meet diverse information needs, and at the same time, but also changing the audience information dissemination and acceptance patterns and habits. The audience is no longer a whole, but scattered as one of the "pieces". At the same time, the development of new micro propagation technology and media, has changed the traditional media's "center" status, communicators are also showing a "fragmented" state. The micro dissemination fragmentation brought massive information dissemination provides rich information resources and convenient experience the audience at the same time, fragmentation of micro propagation also brings information overload, bubble, rumors of trouble, shallow reading, elite culture weakened social cultural dilemma. Micro dissemination fragmentation has brought hitherto unknown opportunities, but also makes people face Challenges. This paper attempts to sort out and analyze the fragmentation of micro propagation from four aspects, so as to explore and study the impact of fragmentation on social culture.
Firstly, the concept of micro propagation and fragmentation were defined and summarized; secondly, debris from the dissemination of information, content fragmentation, temporal fragmentation, four aspects of readers' interpretation of fragmentation, combined with a large number of micro propagation of fragmented examples, through content analysis and analyzes on the spread of micro debris the performance; then, this paper has analyzed the forming factors of micro propagation of fragmentation, from the change of social environment and the development of network technology in two aspects are analyzed and summarized; finally, the combing of the micro propagation of fragmentation of the previous analysis, as well as the formation of factors analysis, summed up on the basis of settled in the spread of micro debris this unique micro culture on social and cultural impact. This article affirms the micro propagation of fragmentation brought hitherto unknown fast, convenient communication experience and rich information content, think Micro propagation fragmentation contributes to the use of fragments of time and the development of grassroots culture. At the same time focusing on information dissemination of micro bubble, leads to fragmentation of shallow reading, shallow thinking and elite culture weaken the negative social influence. Reflection on the spread of micro debris culture at the same time, also put forward the corresponding view and suggestions and prospects for the development of the micro propagation of fragmentation.

【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206

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