少儿网站的传播障碍归因与对策探究

发布时间：2019-04-04 08:35

【摘要】：网络时代，少儿网民占总体网民的比重在不断上升。但是，在成人化的网络世界里，真正属于少年儿童的空间很少，网络给少年儿童带来的负面效应日益凸显，引起社会各界的广泛关注。社会各界人士呼吁建设能对少儿产生积极影响的少儿网站。目前，尽管我国存在数量相对可观的形式各异的少儿网站，但是真正属于少儿群体，吸引并引导少儿群体的少儿网站却屈指可数，少儿网站的传播存在一些障碍。本文致力于对我国少儿网站的传播障碍进行归因分析，并以此在提升策略上给出一些合理性的建议。本文采用文献分析、对比研究和实证研究相结合的方法进行研究，对我国少儿网站进行全面系统地阐释。笔者对少儿网站进行了分类并描述了其传播现状，，指出了其存在的传播困境。依据问卷调查结果对少儿网站传播存在的障碍进行了归因分析，主要从内部原因和外部原因两方面进行探索。内部障碍是对网站自身而言的，包括内容和形式两大方面。通过研究发现，我国少儿网站的细分程度偏低、内容过于冗杂、表述过于专业、理念陈旧，缺乏对少儿的引导、同质化严重，缺乏创新是其在内容上的硬伤；而形式方面的界面设计、布局、色彩、文字与图片、声音也存在一些弊病；再就是我国少儿网站的盈利模式尚处于探索阶段，广告作为网站的主要盈利手段在少儿网站的运营上却处境尴尬，这些都是内部需要克服的难题。外部原因主要从少儿自身接触障碍、传播渠道障碍和其他媒介分流这三个方面进行探究。通过研究，我发现：由于地域的差异和网络普及率的差距某些地区的少儿受众的网站接触行为受到限制；父母师长的严令禁止也是不能实现上网行为的一大限制因素；成人化网络内容的吸引、手机、电视、图书等对少儿受众的吸引也使其在接触少儿网站的行为和时间上都大打折扣。可以说，少儿网站是网络中的绿洲，能有效地引导少儿的思想、拓展少儿思维、增强其实践和学习能力，其有效传播具有非常强的现实意义。少儿网站应该通过进一步提高传播者的素质、畅通传播渠道、在内容和形式上寻求突破、在盈利模式上进行有益地尝试来打破发展瓶颈。并且通过加强网站的法律建设，提高少儿和师长双方的媒介素养，加强农村网络建设，减少区域差异来提升少儿网站的传播效果，减少传播障碍。本文将前人涉及较少的少儿网站作为研究对象，并综合运用心理学、传播学等理论对这一研究做多维度思考，结合具体案例进行阐释，从少儿网站的现实状况出发，提出可行性实施建议，具有良好的理论和实践意义。
[Abstract]:In the Internet era, the proportion of children's netizens in the total netizens is rising. However, in the adult network world, there is little space really belonging to the children. The negative effects brought by the network to the children are becoming more and more prominent, which has attracted wide attention from all walks of life in the society. People from all walks of life call for the construction of children's websites that can have a positive impact on children. At present, although there are a considerable number of children's websites in different forms in our country, there are only a few children's websites that really belong to the children's group and attract and guide the children's groups, and there are some obstacles to the dissemination of the children's websites. This paper is devoted to the attribution analysis of the communication barriers of children's websites in China, and gives some reasonable suggestions on the promotion strategies. By means of literature analysis, comparative study and empirical research, this paper makes a comprehensive and systematic explanation of children's websites in China. The author classifies the children's website and describes the present situation of its communication, and points out its existing communication dilemma. Based on the results of the questionnaire, this paper analyzes the causes of the obstacles in the dissemination of children's websites, mainly from the internal and external causes. Internal barriers are for the website itself, including the content and form of two major aspects. Through the research, it is found that the subdivision degree of children's websites in our country is too low, the content is too complicated, the expression is too professional, the idea is old, the guidance to the children is lack, the homogeneity is serious, and the lack of innovation is its hard injury in the content; But the form aspect interface design, the layout, the color, the text and the picture, the sound also has some drawbacks; Moreover, the profit model of children's websites in China is still in the exploration stage, and advertising, as the main profit means of the websites, is in an awkward situation in the operation of children's websites, all of which are difficult problems to be overcome internally. The external causes are mainly from three aspects: children's own contact obstacles, communication channel barriers and other media diversion. Through the research, I find that: due to the regional differences and the gap in network penetration rate, the contact behavior of children's audience in some areas is restricted, and the strict prohibition of parents and teachers is also one of the major limiting factors that can not achieve online behavior; The attraction of adult network content and the attraction of mobile phones, TV, books and so on to the children's audience also make them in contact with the behavior and time of children's websites are greatly reduced. It can be said that children's website is an oasis in the network, it can effectively guide children's thinking, expand children's thinking, enhance their practice and learning ability, and its effective dissemination has a very strong practical significance. In order to break the bottleneck of development, children's websites should further improve the quality of communicators, unobstruct communication channels, seek breakthrough in content and form, and try to break the bottleneck of development in profit mode. And by strengthening the legal construction of the website, improving the media literacy of children and teachers, strengthening the construction of rural networks, reducing regional differences to enhance the dissemination of children's websites, reduce barriers to transmission. This paper takes the children's websites which are less involved in the past as the object of study, and comprehensively uses psychology, communication and other theories to do multi-dimensional thinking on this research, combined with specific cases to explain, starting from the reality of the children's website, It is of great theoretical and practical significance to put forward feasible implementation suggestions.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206

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