社交媒体“新世相”阅读推广探究

发布时间：2018-05-30 12:18

  本文选题：网络趣缘群体 + “新世相”　； 参考：《出版发行研究》2017年08期

【摘要】：本文基于网络趣缘群体视角,以社交媒体"新世相"为研究对象,分析其阅读推广活动中相关的趣缘群体——"新世相"公众号原有关注者、"新世相"阅读推广活动的原始参与者,以及对阅读推广活动的后续辐射人群三个层次的特征。继而依据趣缘群体的扁平化和再度中心化的结构特征与网络趣缘群体中信息传播过程的聚众传播特点,深入探究"新世相"阅读推广策略,揭示社交媒体阅读推广的局限性,并提出未来发展建议。
[Abstract]:Based on the network interest group perspective, this paper takes social media "the New Age" as the research object. This paper analyzes the characteristics of the related interest groups in the reading promotion activities, that is, the original followers of the "Pleistocene phase", the original participants of the "Pleiocene phase" reading and promotion activities, and the following three levels of the radiation population of the reading promotion activities. Then, according to the flattening and re-centralizing structural characteristics of the interest group and the mass communication characteristics of the information dissemination process in the network interest group, this paper probes into the reading promotion strategy of the "New Age" and reveals the limitations of the social media reading promotion. And put forward future development suggestions.
【作者单位】： 中央财经大学文化与传媒学院;
【分类号】：G252.1
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本文编号：1955275