电视真人秀《一年级》官方微博的传播策略研究

发布时间：2018-08-02 17:11

【摘要】：在如今真人秀霸占荧屏的势头下,微博已经成为节目内容和品牌传播的必争之地,它有效地弥补了电视互动性不足的缺陷,迎合碎片化时代的阅读习惯,其强大的裂变式传播效果有效地延伸和拓展了节目内容,对塑造节目品牌、增加收视率都起到了不可磨灭的作用。因此电视节目的官方微博传播策略成了一个值得探讨的议题。《一年级·大学季》作为2015年市场反响较好的一档真人秀节目,连续12期节目夺得周六同时段收视桂冠,其官方微博也在每周六晚霸占“微博综艺榜”榜首,成为值得其它真人秀节目借鉴和学习的样本。文章研究了《一年级》官方微博第二季(大学季)的传播策略,从形象构建策略、增粉活粉策略、内容策略三个方面进行分析:在形象构建上,《一年级》官方微博使用的策略是打造符合节目气质的视觉识别系统,塑造可认知的《一年级》官方微博运营者形象,借助意见领袖的力量为形象加分。但是,其形象构建策略也存在不足之处,特别是《一年级》官方微博对负面舆论刻意避而不谈,一定程度上损害了节目青春向上的品牌形象,针对上述问题,笔者提出了《一年级》官方微博应该巧妙公关维护节目品牌形象,学习借鉴国内外成功的公关手段。在增粉活粉策略上,主要是根据微博粉丝兴趣投其所好,再努力激发粉丝的互动行为,但是在互动上也存在形式略显单调的问题,《一年级》官方微博应该做到高频互动增加用户粘性,同时设计丰富多姿的互动形式,调动粉丝参与的积极性。在内容策略上,笔者从组合方式、信息源、内容划分、语言表达四个方面分析发现:《一年级》官方微博采用了多样的组合方式,其中以文字配合图片的形式最为常见,文字配合视频的形式转发量最高,传播效果最佳。但是,在官方微博上最经常使用的剧照质量却差强人意,传播效果最好的视频数量并不多,因此,笔者建议邀请专业剧照师策划摆拍,以提高剧照质量,保障后期人员增加视频数量。在信息源方面,官方微博以原创为主,转发占比很小,原创的转发量远远超过非原创。在微博内容划分方面,以原创视频节目《一妹策不清》、花絮视频转发量最高,但是仍然存在微博创意不足的问题,只有广泛借鉴学习广告及微博创意,并形成自己的创意,官方微博的运营才会更上一层楼。在语言表达方面,从宏观的表达结构上看,语言形式多姿多彩,对话式表达、旁白式解读、互动性表达都增加了微博的可读性和趣味性;从中观路径来看,微博语言提炼了信息点,使得内容更有侧重点,如凝练标题文字来导读、设置微博话题引导讨论、指向明确的交流;从微观语言的运用上来看,《一年级》官方微博的语言是汇集了点滴语言的精华,拟声词、修辞手法、表情符号以及网络用语的使用不断拉近与读者的距离。但是,在微博话题的设置上,官方微博没有贴合热门话题,子话题设置也比较呆板,只有根据节目热点以及当下社会热点借势传播才能最大限度的将传播效果最大化。在发布时间上,传播效果最好的时段发布频率小,应该合理编排发布时间才能达到事半功倍的传播效果。虽然《一年级》官方微博的传播策略有很多值得借鉴和学习的地方,但是仍然有改进的空间,笔者针对问题提出对应的解决策略,希望能让《一年级》官方微博在最新一季的运营中更上一层楼,也为其它电视真人秀的官方微博提供借鉴与参考。
[Abstract]:At present, under the momentum of reality show, micro-blog has become a competitive place for the content and brand communication of the program. It effectively compensates for the defects of the lack of interactive television and caters to the reading habits of the fragmentation era. Its powerful fission effect extends and expands the content of the program effectively, and increases the collection of the program brand. Vision has played an indelible role. So the official micro-blog communication strategy of television has become a topic worth discussing. < first grade, college season > as a better response to the 2015 market show, 12 consecutive episodes on Saturday. The official micro-blog also occupied "micro-blog heald" every Saturday night. At the top of the list, it becomes a sample to learn and learn from other reality shows. The article studies the communication strategy of the first grade > official micro-blog second season (College season), and analyzes the three aspects of the image construction strategy, the powder adding strategy and the content strategy: in the image construction, the first grade > official micro-blog's strategy is to build up the conforms. The visual recognition system of the quality of the program shapes the image of the first grade micro-blog operator in the first grade, and adds the image to the image with the power of the opinion leader. However, the image construction strategy is also inadequacies, especially in the first grade, the official micro-blog does not talk about the negative public opinion, to a certain extent, it has damaged the product's youthful products to some extent. The brand image, in view of the above problems, I put forward that the first grade of the official micro-blog should be skillful in public relations and maintenance of the program brand image, learning to draw on the successful public relations means at home and abroad. In the strategy of adding powder and living powder, it is mainly based on the interest of micro-blog fans, and then tries to stimulate the interactive behavior of the fans, but there is also a little form of interaction in the form of interaction. At the same time, the first grade > official micro-blog should achieve high frequency interaction to increase the stickiness of the user. At the same time, it designs rich and diverse forms of interaction to arouse the enthusiasm of the fans. In the content strategy, the author has found four sides from the combination mode, the information source, the content division and the language expression: < first grade > the official micro-blog adopted a variety of In the form of combination, it is the most common form of word matching with pictures. The form of text matching video has the highest form of transmission and the best transmission effect. However, the most frequently used play quality on official micro-blog is poor, and the number of best video transmission is not much. On the source of information, the official micro-blog is the main original, the forwarding account is very small, the original forwarding amount is far more than non original. In the content division of micro-blog, the original video program, "one girl is not clear >", the number of video transmission is the highest, but the problem of micro-blog's lack of creativity still exists. Only a wide range of learning advertising and micro-blog creativity, and the formation of their own ideas, the operation of the official micro-blog will be more advanced. In terms of language expression, from the macro expression structure, the language forms are colorful, the dialogue expression, the narration, and the interactive table all increase the readability and interest of micro-blog; from the middle view path Look, the micro-blog language refines information points, making the content more important, such as setting up the title text to guide the reading, setting up the micro-blog topic to guide the discussion, pointing to the clear communication. From the micro language use, the first grade, the official micro-blog language is the essence of the drop language, the onomatopoeia, the rhetoric, emoticons and the network. The use of language keeps close to the distance from the reader. However, in the setting of the micro-blog topic, the official micro-blog does not have a hot topic, and the setting of the sub topic is rather dull. Only by the hot spot of the program and the current social hot spot can the maximum spread effect be maximized. In the release time, the best dissemination effect is made. The release time of the section is small and the release time should be reasonably arranged to achieve twice the result of half the effort. Although there are a lot of places to learn and learn from the first grade micro-blog's communication strategy, there is still room for improvement. The author puts forward the corresponding solutions to the problem, hoping to make the first grade of the official micro-blog in the latest one The operation of the season is even higher, and it also provides reference for other official reality TV micro-blog.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206

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