软传播概念新解

发布时间：2018-05-06 13:33

本文选题：软传播 + 概念　；参考：《辽宁大学》2012年硕士论文

【摘要】：本文的研究对象是软传播概念。 “软传播”最早以概念形式出现是在2000年张凤铸等著的《影视艺术新论》中，其观点是“将具有审美情趣、文化意义的信息通过潜移默化的方式渗透到传播对象头脑中去”，至今十几年的时间里，对软传播的概念界定多种多样，纷繁不一。对现有软传播概念界定有三类述说：一是认为软传播是公关活动；二是认为软传播是看似新闻非新闻、看似广告非广告的软文；三是认为软传播是传播者和受传者平视角度。从这三类概念分析，，其表述方式、表述角度、实现形式均不相同。本文从概念的涵容性、实际传播的应用、市场经营行为混乱、企业传播指导效果四个方面分别论证了现有的软传播概念带来的问题。本文对现有软传播概念产生问题进行了分析，从传播原则上、传播目标上、表现方式上分析公关概念与软传播概念的相同、重叠部分与不同之处，从经营行为、表现方式、作用效果上分析软传播概念与软文概念的关系，对于现有的第三种软传播概念，本文对其合理部分进行汲取，对于其实现载体形式的分类进行了合理、客观的分析。本文通过公关概念、软文概念、隐蔽式传播、合理分析传受双方平等视角，将软传播的传播原则、传播目标、经营行为、表现方式、作用效果上都有一个明确的廓清和清晰的把握，这是是科学解释、界定软传播概念的基础。重新界定软传播概念，对企业来讲有比较深远的应用价值，比如明确广义与狭义，促使企业商业言论呈现正确的话语空间；重视内容的分享与互动，有效降低广告传播信息不对称；立足于受众视角，有助于全面理解“受众为本”的传播思想；认清软传播本质，谋求企业与受众长久忠诚的合作模式。
[Abstract]:The object of this paper is the concept of soft propagation. "soft communication" first appeared in the form of concept in the "New Theory of Film and Television Art" written by Zhang Fengzhu and others in 2000. Its view is that "the information with aesthetic interest and cultural significance will be infiltrated into the mind of the object of communication in a subtle way." In the past ten years, the concept of soft communication has been defined in a variety of ways. There are three kinds of definitions of soft communication: one is that soft communication is a public relations activity; the other is that soft communication is a soft article that looks like news not news and advertisement is not advertisement; third, soft communication is considered to be the perspective of communicator and receiver. From these three kinds of concept analysis, its expression way, expression angle, realization form are all different. This paper discusses the problems brought by the existing concept of soft communication from four aspects: the concept of tolerance, the application of actual communication, the confusion of market management behavior, and the guiding effect of enterprise communication. This paper analyzes the problems of the existing concept of soft communication, analyzes the same, overlapping parts and differences between the concept of public relations and the concept of soft communication in terms of communication principles, communication objectives, and modes of expression, as well as from the aspects of business behavior and performance, and analyzes the differences between the concept of public relations and the concept of soft communication. The relationship between the concept of soft communication and the concept of soft text is analyzed in effect. For the third kind of concept of soft communication, the reasonable part is drawn, and the classification of carrier form is analyzed rationally and objectively. Through the concept of public relations, soft text concept, covert communication, reasonable analysis of both sides of the transmission of equal perspective, soft communication principles, communication objectives, business behavior, performance, There is a clear clearance and a clear grasp of the effect, which is the basis of scientific interpretation and definition of soft communication. Redefining the concept of soft communication has far-reaching application value for enterprises, such as defining broad sense and narrow sense, promoting business speech to present correct discourse space, paying attention to content sharing and interaction. Effectively reducing the information asymmetry of advertising communication; based on the audience perspective, it is helpful to understand the "audience oriented" communication thought; to recognize the essence of soft communication; to seek a long-term loyal cooperation mode between enterprise and audience.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206

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