关于中国网络直播热现象的探究

发布时间：2017-12-27 23:22

本文关键词：关于中国网络直播热现象的探究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：伴随着互联网技术的日益成熟和发展,网络直播这种交互性极强的新型媒介形式出现并得到迅速发展,凭借着丰富的传播内容,多元化的传播主体以及即时互动性等特点,网络直播受到大量受众和资本的关注,上百家网络直播平台涌现,全民参与到网络直播中来,因此2016年被称为"中国网络直播元年"。网络直播热现象的出现引起了学界和业界的普遍关注,它既是互联网发展大背景下媒体节目创新的表现,同时受众的需求也是推动网络直播火热的一个原因。由于网络直播是新生事物,所以对于它的学术研究并不是很多,而且研究视角大多有其局限性,缺乏一个整体的研究思路,本文试图从中国网络直播的发展历史出发,对其进行系统的分类,通过分析其迅速走红的外部和内部原因,找出其吸引受众关注的独到之处,通过分析网络直播目前存在的问题并提出合理的建议,促进网络直播持续健康地发展,从一个整体的思路和视角上对网络直播热现象进行研究。本文的研究总共分为五个章节,第一章绪论部分主要介绍了本文的研究背景、研究对象、研究目的、研究方法以及关于网络直播的文献综述和本文所具备的创新点,其中本文在选题的新颖性、研究对象的全面性和研究方法的科学性三方面具有较大的优势。第二章对于网络直播的定义进行了解读,并且在前人研究的基础上对于网络直播进行了更为全面和科学的分类。第三章回顾了中国网络直播诞生和发展的历史,并从宏观社会环境、自身环境和媒介环境三个方面研究分析了网络直播迅速走红的原因。第四章在笔者所做的调查问卷基础上,分析了受众对于网络直播的态度,接触情况和观看频率,观看动机和习惯以及观看过程中的行为模式等几个方面,为本文的研究提供了一个数据上的支持,并且对受众网络直播的接受心理进行了完整的分析。第五章依据问卷调查的结果和相关内容的研究,找出并分析了中国网络直播目前存在的问题,主要存在低俗信息泛滥、节目同质化严重以及数据造假等现象,并且本文在对其存在的问题进行深度剖析的基础上提出了网络直播的发展策略,包括加强监管、差异化发展、打通线上与线下、凸显网络直播的"工具属性"、借助VR技术提升用户体验等多个策略,在满足受众需求的基础上实现快速健康地发展。现阶段的网络直播还存在着诸多的问题,发展模式还不够成熟,传播策略还不够清晰,可能还无法满足受众不同的需求,但笔者相信,网络直播这一新兴的媒介形式在未来会发展的更加完善,目前存在的问题也会逐步得到解决,笔者希望通过本文中对于网络直播本身以及对于受众的分析为中国网络直播快速健康发展贡献一份力量,同时实现本文的研究目的,为学术界和业界贡献一份力量。
[Abstract]:Along with the Internet technology and the increasingly mature development, network broadcast the new media form this highly interactive and rapid development, with the dissemination of content rich, diverse communication subject and interactive features, network broadcast by a large number of audience and capital concern, hundreds of people involved in the network broadcast platform emerged. To live in the network, so in 2016 called "Chinese webcast first year". The hot phenomenon of webcast has aroused widespread concern in academia and industry. It is the manifestation of media program innovation under the background of the development of the Internet. Meanwhile, the demand of the audience is also a hot reason for promoting the live webcast. The webcast is a new thing, so it is not a lot of academic research, but most research perspective has its limitations, the lack of an overall research ideas, this paper attempts to broadcast from the China network development history of the system of the classification, through the analysis of the rapid rise of the external and internal reasons, find out it attracts the audience attention through the analysis of the webcast originality, the existing problems and put forward reasonable suggestions to promote the sustainable and healthy development of the network broadcast, from an overall perspective of ideas and to study the phenomenon of thermal network broadcast. This paper is divided into five chapters, the first chapter mainly introduces the research background, research object, research purpose, research methods and innovations have a webcast of the literature review and this paper, which based on the novel, the research object of the topic and the research methods of comprehensive science three advantages. The second chapter interprets the definition of network live broadcast, and has carried on a more comprehensive and scientific classification to the network live broadcast on the basis of previous research. The third chapter reviews the history of the birth and development of webcast in China, and analyzes the reasons for the rapid popularity of webcast from three aspects: the macro social environment, the self environment and the media environment. The fourth chapter the author based on a questionnaire, analysis of the audience for the webcast attitude, contact and viewing frequency, viewing motivation and habits as well as several behavioral patterns in the process of viewing, provides a data support for the research of this paper, and the audience accept live network psychology a complete analysis. The fifth chapter is the research according to the results of questionnaire survey and related content, find out and analyze the Chinese webcast existing problems mainly exist in flood, vulgar information and data show the homogenization of serious fraud phenomenon, and based on the in-depth analysis of the existing problems put forward the development strategy of the webcast, including strengthen supervision, differentiated development, open online and offline, highlighting the network broadcast "tool properties, using VR technology to enhance the user experience a number of strategies to meet the needs of the audience on the basis to achieve rapid and healthy development. At this stage the webcast also exist many problems, the development mode is not mature enough, communication strategies are not clear enough, may not meet the needs of different audiences, but I believe that the network broadcast of this new media form more perfect in the future development, the existing problems will gradually be resolved. I hope that through this paper for the webcast itself and for the analysis of the audience for China webcast contribution of rapid and healthy development of a force, and achieve the purpose of this study, contribute to a force for academic and industry capacity.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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