云传播:云计算时代的传播革命
发布时间：2019-07-26 05:55
【摘要】：正在传播学领域,过去半个多世纪的发展让我们见证了从"大众传播"向"社会化传播"的转变,最受欢迎的传播媒介也从报纸、电台转向了以受众为中心的自媒体和社交媒体。互联网与移动互联网主导下的云计算时代,可以帮助机构以前所未有的速度收集受众的海量行为数据,在大数据的基础上分析、洞察和预测受众的偏好,并据此为受众提供最能满足他们需求的资讯、产品和服务,这将对品牌传播具有重要的指导意义。传播研究者和品牌传播实践者,应该紧紧抓住这一正在变化的传播趋势和路径。
[Abstract]:In the field of communication, the development of the past half century has led us to witness the shift from "mass communication" to "social communication". The most popular media have also changed from newspapers and radio to audience-centered self-media and social media. The cloud computing era led by the Internet and mobile Internet can help organizations collect the massive behavior data of the audience at an unprecedented speed, analyze, see and predict the preferences of the audience on the basis of big data, and provide the audience with the information, products and services that can best meet their needs, which will be of great guiding significance to brand communication. Communication researchers and brand communication practitioners should firmly grasp this changing communication trend and path.
【作者单位】： 清华大学公共关系与战略传播研究所;
【分类号】：TP3;G206
，
本文编号：2519379
[Abstract]:In the field of communication, the development of the past half century has led us to witness the shift from "mass communication" to "social communication". The most popular media have also changed from newspapers and radio to audience-centered self-media and social media. The cloud computing era led by the Internet and mobile Internet can help organizations collect the massive behavior data of the audience at an unprecedented speed, analyze, see and predict the preferences of the audience on the basis of big data, and provide the audience with the information, products and services that can best meet their needs, which will be of great guiding significance to brand communication. Communication researchers and brand communication practitioners should firmly grasp this changing communication trend and path.
【作者单位】： 清华大学公共关系与战略传播研究所;
【分类号】：TP3;G206
，
本文编号：2519379
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