重庆公交移动电视节目传播研究

发布时间：2018-04-29 00:41

本文选题：公交移动电视 + 节目生产　；参考：《重庆工商大学》2014年硕士论文

【摘要】：近几年，层出不穷的新媒体和新科技带来了传播的日益多元化和丰富化，对社会、政治、经济、文化等方面带来了前所未有的影响和变化。信息资源的不断过剩、注意力资源的不断稀缺、受众的不断碎片化以及市场竞争的加剧带来了现有传播方式的不断变型。在我国户外传播领域，公交车移动电视作为新时代产物在2003年的上海、北京等城市应运而生。由于它发展时间很短，又和传统电视有诸多不同之处，国内外无论在理论还是实践方面对其研究都相当困乏，所以，在公交车移动电视内容生产及运营方面出现了很多问题，这也让传媒运营者们感到迷茫和力不从心。公交移动电视虽是一个新生事物，，但其研究方向是广而大的，就传播学角度而言，就可以在广告运营、内容生产、传播效果、受众分析、社会影响等诸多方面进行研究。本文把界定范围和研究对象锁定为重庆的公交移动电视，研究的重点在于分析影响重庆公交移动电视节目生产的因素，研究电视内容产生的传播效果，并在研究过程中发现问题，对重庆公交移动电视未来发展提出合理化的建议。在对受众研究和节目分析时，本文以央视媒介市场研究部（CTR）2013年对重庆移动电视媒体的效果评估报告为依据，进行了大量的理论和数据分析，具有一定的实际参考意义。同传统电视一样，公交移动电视作为公共媒体的一种，本身兼备双重属性（上层建筑属性和信息产业属性），在市场竞争日益加剧、商业模式日渐泛滥化的今天，如何在两种属性中把握好“度”，营造一个良好的积极健康的媒介生态任重而道远。
[Abstract]:In recent years, the emergence of new media and new technology has brought about increasingly diversified and enriched communication, which has brought unprecedented influence and changes to society, politics, economy, culture and so on. The surplus of information resources, the scarcity of attention resources, the fragmentation of the audience and the aggravation of the market competition bring about the constant transformation of the existing communication methods. In the field of outdoor communication in China, as a product of the new era, bus mobile television emerged as the times require in Shanghai, Beijing and other cities in 2003. Because of its short development time and many differences with traditional TV, both in theory and in practice, there are many problems in the production and operation of bus mobile TV. This also makes the media operators feel confused and powerless. Although public transport mobile television is a new thing, its research direction is broad and big. From the angle of communication, it can be studied in many aspects, such as advertising operation, content production, communication effect, audience analysis, social influence and so on. This paper focuses on the analysis of the factors affecting the production of public transport mobile TV programs in Chongqing and the transmission effect of TV content. In the course of the research, problems are found, and reasonable suggestions for the future development of Chongqing public transport mobile TV are put forward. In the audience research and program analysis, this paper based on the CCTV Media Market Research Department of CTR2013 to Chongqing Mobile TV media effect evaluation report as the basis, carried out a large number of theoretical and data analysis, has a certain practical reference significance. As with traditional TV, as a kind of public media, public transport mobile TV has dual attributes (superstructure property and information industry attribute). Today, the market competition is becoming more and more intense, and the business model is becoming more and more popular. How to grasp the "degree" in the two attributes and build a good positive and healthy media ecology is a long way to go.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G222

【参考文献】