新媒体语境下的长沙公交移动电视研究

发布时间：2018-08-14 09:57

【摘要】：随着数字媒体技术的飞速发展,大众传播的新媒体时代已悄然来临,由此导致的信息传播途径愈加广泛,传播方式也日趋多样。新媒体的应用对社会、政治、经济与文化等方面的影响亦是不言而喻的,不断过剩的信息资源、日渐稀缺的注意力资源、碎片化的受众时间与激烈而残酷的市场竞争使传统传播方式发生了巨大改变。在新媒体语境下,公交移动电视发展迅猛,其凭借独特的传播特性快速俘获了大批受众,赢得了市场。基于此,学界对其传播特性、传播内容与传播效果开展研究则显得十分必要。对长沙公交移动电视的研究,主要从信息传播的环境、内容的生产、节目的编排设置、受众分析与传播效果等方面入手,重点探讨视觉文化背景下长沙公交移动电视节目的生活化、娱乐化、时尚化与碎片化等特点,分析长沙公交移动电视的品牌定位：“乐乘”,开展受众调查,解读传播效果。借助于实证调查所获得的数据,找到并发现以公交移动电视为代表的公共视听载体普遍存在的发展困境与问题,进而探讨在新媒体语境下,公交移动电视的现实出路,并对其未来发展趋势做出合理的预测。当前公交移动电视面临诸多挑战,如网络技术不甚完善,信息的有效实时传输难以实现；传统媒体与新媒体间的矛盾加剧；在商业化的影响下过于追求收视率,公交移动电视的文化教育功能被忽视。面对日趋严峻的市场化挑战,如何实现公交移动电视的顺利突围,已成为此间重中之重。对于媒体从业者和研究者而言,积极构建一个良好健康的媒介生态环境,任重而道远。
[Abstract]:With the rapid development of digital media technology, the new media era of mass communication has come quietly. The impact of the application of new media on society, politics, economy and culture is also self-evident. There is a constant surplus of information resources and increasingly scarce attention resources. Fragmentation of the audience time and fierce and cruel market competition has greatly changed the traditional mode of communication. In the context of new media, public transport mobile television has developed rapidly, which has captured a large number of audiences and won the market by virtue of its unique communication characteristics. Based on this, it is necessary for the academic circles to study the characteristics, content and effect of communication. The research on Changsha public transport mobile TV mainly starts with the environment of information dissemination, the production of content, the arrangement of programs, the analysis of audience and the effect of communication. This paper mainly discusses the characteristics of Changsha public transport mobile TV program under the visual culture background, such as life, entertainment, fashion and fragmentation, analyzes the brand positioning of Changsha public transport mobile TV: "Le Ride", carries out audience investigation, and interprets the effect of communication. With the help of the data obtained from the empirical investigation, this paper finds out the common difficulties and problems in the development of the public audio-visual carrier represented by the public transport mobile television, and then probes into the realistic outlet of the public transport mobile television in the context of new media. And make reasonable forecast to its future development trend. The current public transport mobile television faces many challenges, such as network technology is not very perfect, the effective real-time transmission of information is difficult to achieve; the contradiction between traditional media and new media is intensified; under the influence of commercialization, the audience rate is too much pursued. The cultural and educational functions of public transport mobile TV are ignored. Facing the increasingly severe market-oriented challenge, how to realize the smooth breakthrough of public transport mobile TV has become the most important here. For media practitioners and researchers, it is a long way to build a good and healthy media ecological environment.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2

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