全媒体环境下受众的“媒体共同使用行为”研究

发布时间：2018-01-12 06:04

  本文关键词：全媒体环境下受众的“媒体共同使用行为”研究　出处：《西北大学》2017年硕士论文　论文类型：学位论文

  更多相关文章： 媒体共同使用行为 多屏 多媒体互动 受众研究 全媒体环境

【摘要】：如今,社会已进入“读屏时代”,“屏”在此也可理解为媒体设备。由终端屏幕组合而成的视频矩阵使“我们不得不承认多屏时代已被激活”。某种程度上来说,与多媒体融合、互动相关的技术发展开拓了媒介传播的新态势。而此处所指的“多屏”也是媒体共同使用行为的一种,对于媒体共同使用行为的出现成因和发展情况以及媒体设备同时性共用过程中的受众行为研究分析是本文的核心内容。首先,需要明确本文所处的媒体环境,也就是正文提到的“全媒体”背景,明晰分辨“全媒体”“多屏”“跨屏”“媒体共同使用行为”几个名词概念。通过次级资料分析法,了解国内外媒体共同使用行为的研究现状。梳理媒体共同使用行为的出现、发展与普及过程,包含多媒体互动技术(如DLNA、Airplay和Miracast)、三网融合环境下媒体间的内容流转、基于社群互动的媒体设备共用现象,以上都为媒体共同使用行为提供了充足前提。另外,全媒体时代重新构建的受众群体特征也是本文关注的重点内容。受众注意力的再聚合、群体的重叠化都属于媒体共同使用行为下的受众属性,此部分内容的梳理与归纳是本文的切入点。其次,使用数据分析软件对受众媒体共用习惯的问卷结果进行分析与解读是本文的着力点。在网络平台发布1010份问卷,通过数据分析工具SPSS软件进行数据分析,具体的软件分析方法包含频数分析、双变量统计分析、X2检验(卡方检验)、因子分析和聚类分析。简单来说,就是将数据处理后,通过软件分析被调查者的单一媒体、媒体共同使用行为习惯,对媒体共同使用行为动机进行归因分析。本文所得结论可概括为以下几点:受众的单一媒体使用习惯中,手机的使用频次最高,一周内每日使用手机的受众占比66.8%,这个数值几乎是电视的两倍;媒体共同使用行为中,由于手机的社交性与操作性原因,受众关注手机信息较多,电视更多作为“背景音”存在;具有媒体共同使用习惯的群体数量有增加趋势,受众的媒体共同使用行为习惯与受众本身对于媒体设备的粘粘程度有关,本身有媒体重度使用习惯的受众更容易养成媒体共同使用行为习惯;媒体共同使用行为动机中,“便易获取性动机”为主要因素。本文尝试紧密围绕媒体共同使用行为的出现成因和发展过程,突出这一行为背后的受众特征和数据的客观性、代表性。力求该定量研究分析结果的权威性与实操性,旨在一定程度上发现受众在媒体共同使用行为过程中的共同特征与实践运用意义。
[Abstract]:Today, society has entered the "screen reading era." "screen" is also understood here as a media device. The video matrix made up of terminal screens makes "we have to admit that the multi-screen era has been activated." to some extent, it is integrated with multimedia. Interactive technological developments have opened up new trends in media communication, and the term "multi-screen" in this context is also a form of media co-use. It is the core content of this paper to analyze the causes and development of media co-use behavior and the audience behavior in the process of simultaneous sharing of media devices. First of all, it is necessary to clarify the media environment in this paper. This is the background of "all media" mentioned in the text, and the concepts of "all media", "multi-screen", "cross-screen" and "common use of media" are clearly distinguished. Understand the current situation of media co-use behavior at home and abroad. Comb the emergence, development and popularization of media co-use behavior, including multimedia interactive technology (such as DLNA). Airplay and Miracastan, the content flow between media in the environment of three-network convergence, the phenomenon of media device sharing based on community interaction. In addition, the characteristics of audience groups reconstructed in the whole media era are also the focus of this paper. The overlapping of the group belongs to the audience attribute under the common use behavior of the media. The combing and induction of this part of the content is the breakthrough point of this paper. Secondly. Using data analysis software to analyze and interpret the questionnaire results of media sharing habits is the focus of this paper. 1010 questionnaires are published on the network platform. Through the data analysis tool SPSS software to carry on the data analysis, the concrete software analysis method includes the frequency analysis, the bivariate statistical analysis X2 test (chi-square test). Factor analysis and clustering analysis. Simply put, after the data processing, through software analysis of the single media, the media common use of behavior habits. The conclusion of this paper can be summarized as follows: in the single media usage habits of the audience, the frequency of mobile phone use is the highest. The number of people who use mobile phones every day for a week is 66. 8%, almost twice as much as TV. In the common use of media, because of the social and operational reasons of mobile phone, the audience pays more attention to mobile phone information, and TV exists more as "background sound". There is an increasing trend in the number of groups with the habit of common use of the media, and the behavior habits of the media common use of the audience is related to the adhesive degree of the audience itself to the media equipment. It is easier for the audience who have the heavy use habit of media to form the behavior habit of common use of media. Among the motivations of media co-use, "easy to obtain sex motivation" is the main factor. This paper tries to focus closely on the emergence and development process of media co-use behavior. Highlight the characteristics of the audience behind this behavior and the objectivity of the data, representativeness. Strive for the quantitative analysis of the results of the authoritative and practical. The purpose of this paper is to find out the common characteristics and practical significance of audience in the process of media sharing.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
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本文编号：1412978