电视综艺节目微信公众平台互动传播研究

发布时间：2018-01-01 17:04

  本文关键词：电视综艺节目微信公众平台互动传播研究　出处：《湖南大学》2016年硕士论文　论文类型：学位论文

  更多相关文章： 电视综艺节目 微信公众平台 互动传播

【摘要】：如果说以电视为代表的旧媒介侧重于播送、传达;那么,以手机为代表的新媒介则高度关注参与、互动。新媒介的横空出世剧烈冲击着旧媒介的传播机制,换言之,“播送、传达”最好也要经由“参与、互动”方式,在信息推送的同时开展互动交流,事半功倍。面对新形势下的数字化网络生存格局,电视媒介如何在新媒介浪潮中立于不败之地?笔者较为认同的策略、方式是整合既有资源的基础上,将富有黏性的新媒体作为自己的新工具、新阵地,增强与新媒体的互动传播,促进传播价值、传播效果的最大化。2012年8月,作为移动社交媒体的微信推出其新的功能板块——“微信公众平台”。在当今媒介融合的时代,传统媒介与新媒介的嫁接势在必行,“+微信公众平台”也是电视跨越性发展的重要途径。事实上,越来越多的电视节目已经开通了微信公众号——传播预告信息、收集观众意见、组织线下活动等,占据新生领域中的一席之地,争取更多的受众和话语权,电视综艺节目也不例外。有鉴于此,本文致力于论述电视综艺节目微信公众平台的互动传播。首先,分析这一平台互动传播的方式;随后,分析互动传播的特征;接下来,通过述评几档不同类型的综艺节目微信公众平台,从平台自身的发展、受众体验以及对电视综艺节目的影响等方面,分析互动传播的效果;最后,考察几档电视综艺节目对微信公众平台建设的重视程度,审视这一平台自身的局限性及其传播内容、用户体验等方面,分析现阶段制约平台发展的因素,然后提出若干建议,力求有助于电视媒介拓宽传播渠道、革新传播模式,增强与受众的互动,促使电视综艺节目微信公众平台进一步发展。
[Abstract]:If the old media represented by television focus on broadcasting, communication; So, the new media represented by the mobile phone is highly concerned about participation and interaction. The emergence of new media has a fierce impact on the communication mechanism of the old media, in other words, "broadcast, convey" is best through "participation". The interactive way is to carry out the interactive communication while the information is being pushed. In the face of the digital network survival pattern under the new situation, how can the TV media be in an invincible position in the new media wave? I agree with the strategy, the way is to integrate the existing resources on the basis of viscous new media as their own new tools, new positions, to enhance the interactive communication with new media, to promote the value of communication. In August 2012, WeChat, as a mobile social media, launched its new functional section, "WeChat Public platform". In the era of media convergence. The grafting of traditional media and new media is imperative, "WeChat public platform" is also an important way for the development of television leapfrogging. More and more TV programs have opened WeChat Official account-to disseminate advance information, collect audience opinions, organize offline activities and so on, occupy a place in the nascent field, and strive for more audiences and voice rights. TV variety show is no exception. In view of this, this paper is devoted to discuss the interactive communication of WeChat public platform of TV variety show. First, analyze the mode of interactive communication on this platform; Then, the characteristics of interactive communication are analyzed. Then, through the review of several different types of variety show WeChat public platform, from the development of the platform itself, audience experience and the impact on television variety programs, the effect of interactive communication is analyzed. Finally, it examines the importance of several TV variety programs to the construction of WeChat public platform, examines the limitations of the platform itself and its dissemination content, user experience and so on, and analyzes the factors restricting the development of the platform at this stage. Then some suggestions are put forward to help TV media widen the channel of communication, innovate the communication mode, enhance the interaction with the audience, and promote the further development of the WeChat public platform of TV variety programs.
【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】：G220.7
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本文编号：1365395