彩信手机报研究
发布时间：2018-08-31 15:00
【摘要】： 在互联网等新兴媒体的冲击下,报刊、杂志等纸质媒体正在遭遇前所未有的挑战,广告收入下滑,读者流失严重。面对困境,纸媒穷极思变,纷纷加快数字化转型。彩信手机报,正是传统纸媒布局手机媒体的一块敲门砖。对于正在摩拳擦掌、打算推出自己的彩信手机报的纸质媒体来说,他们亟需全面、透彻地了解彩信手机报的发展现状和传播特性、当前发展困境及对策等。因此,对彩信手机报进行深入研究,具有极强的现实意义。 本研究主要从彩信手机报的发展现状、传播过程要素、发展困境和对策三个方面展开论述。第一章指出研究背景和意义、研究对象和研究方法,并在文献综述部分总结了国内手机报的研究现状和主要成果。第二章重点阐述了手机报的概念、分类及发展简史,并以中国移动全国手机报为案例,对国内彩信手机报的发展现状作了简要分析。第三章是本研究的重点,以拉斯韦尔的“5W模式”为研究框架,分析了彩信手机报传播过程的五要素——传播者、内容、媒介、受众和传播效果。第四章对彩信手机报面临的发展困境进行了探讨,并试探性地提出了几点对策。第五章为结语部分,对本研究进行了回顾和总结。 在对已有研究进行系统回顾和梳理的基础上,本论文综合运用文献研究、问卷调查、访谈法、个案研究、比较分析等研究方法,主要得出以下结论： 1、彩信手机报在内容上呈现出文本短小精悍、语言凝练风趣、叙事结构简单化、重轻松求好看、延展性不足等特性；同时,彩信手机报的受众群体偏窄,阅读习惯倾向于“填空式”阅读,更偏好新闻资讯类信息。 2、为克服彩信手机报面临的发展困境,需要着重增强内容策划意识,提升内容编辑和版面设计技巧,并积极向网站型手机报和客户端手机报过渡。
[Abstract]:Under the impact of the Internet and other emerging media, newspapers, magazines and other paper-based media are facing unprecedented challenges, advertising revenue decline, serious loss of readers. For the paper-based media that launch their own MMS mobile newspaper, they need to fully understand the development status and dissemination characteristics of MMS mobile newspaper, the current development difficulties and countermeasures.
The first chapter points out the research background and significance, research objects and research methods, and summarizes the research status and main achievements of domestic mobile newspapers in the literature review part. The second chapter focuses on the overview of mobile newspapers. The third chapter is the focus of this study. Taking Lasswell's "5W model" as the research framework, this paper analyzes the five elements of the MMS mobile newspaper communication process - disseminator, content, media, audience and dissemination. The fourth chapter discusses the development dilemma faced by MMS mobile newspaper, and tentatively puts forward some countermeasures. The fifth chapter is the conclusion, which reviews and summarizes the research.
On the basis of reviewing and sorting out the existing research, this paper uses literature research, questionnaire survey, interview method, case study, comparative analysis and other research methods, mainly draws the following conclusions:
1. MMS Mobile Newspaper has the characteristics of short and concise text, concise and interesting language, simple narrative structure, easy to look good, lack of extensibility, etc. At the same time, the audience of MMS Mobile Newspaper is narrow, reading habits tend to "fill in the blanks" reading, preferring news information.
2. In order to overcome the predicament of MMS mobile newspaper, we need to strengthen the consciousness of content planning, improve the skills of content editing and layout design, and actively transit to website mobile newspaper and client mobile newspaper.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G206
本文编号：2215341
[Abstract]:Under the impact of the Internet and other emerging media, newspapers, magazines and other paper-based media are facing unprecedented challenges, advertising revenue decline, serious loss of readers. For the paper-based media that launch their own MMS mobile newspaper, they need to fully understand the development status and dissemination characteristics of MMS mobile newspaper, the current development difficulties and countermeasures.
The first chapter points out the research background and significance, research objects and research methods, and summarizes the research status and main achievements of domestic mobile newspapers in the literature review part. The second chapter focuses on the overview of mobile newspapers. The third chapter is the focus of this study. Taking Lasswell's "5W model" as the research framework, this paper analyzes the five elements of the MMS mobile newspaper communication process - disseminator, content, media, audience and dissemination. The fourth chapter discusses the development dilemma faced by MMS mobile newspaper, and tentatively puts forward some countermeasures. The fifth chapter is the conclusion, which reviews and summarizes the research.
On the basis of reviewing and sorting out the existing research, this paper uses literature research, questionnaire survey, interview method, case study, comparative analysis and other research methods, mainly draws the following conclusions:
1. MMS Mobile Newspaper has the characteristics of short and concise text, concise and interesting language, simple narrative structure, easy to look good, lack of extensibility, etc. At the same time, the audience of MMS Mobile Newspaper is narrow, reading habits tend to "fill in the blanks" reading, preferring news information.
2. In order to overcome the predicament of MMS mobile newspaper, we need to strengthen the consciousness of content planning, improve the skills of content editing and layout design, and actively transit to website mobile newspaper and client mobile newspaper.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G206
【引证文献】
相关硕士学位论文 前1条
1 李朝阳;《中学生学习手机报》运营机制研究[D];西南大学;2011年
，本文编号：2215341
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