媒介融合背景下网站自制节目对电视的“反哺”效应研究

发布时间：2018-02-01 01:26

本文关键词： 媒介融合网站自制节目电视节目 “反哺”效应　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：经过十年的快速发展之后,国内视频网站已经逐渐开始摆脱内容上对传统电视台的绝对依赖,进入到了转变商业模式、挖掘用户价值的内涵式发展阶段。自2014年开始,大力发展自制节目成为各大视频网站发展的战略选择。本文以网站自制节目对电视的“反哺”趋势为研究对象,首先分析了自制节目兴起的内外因素、传播特征和发展现状,继而阐述了视频网站自制节目“反哺”电视的形成原因、“反哺”方式及“反哺”效果,并从受众、内容、渠道和台网关系方面提出了提升“反哺”效应的途径,推动不同媒介间的深度融合。本文认为,视频网站加大自制节目投入力度,其影响因素包括内外两个方面。从外部环境来看,文化消费市场的爆发、国外自制模式的带动、碎片化内容的兴起、分众化市场的形成、国家政策的调整等五种因素促使自制节目成为新热点;而行业内部还暴露出追求差异化竞争、降低版权成本、扩展营销空间等三种发展需求。网站自制节目在互联网平台的传播过程中,也呈现出不同于传统电视节目的三大特征,即跨媒体多屏传播形态、用户本位型传播指向、满足个性诉求的传播机制。本文认为,网站自制节目对电视的“反哺”趋势的出现,主要包括三个方面的原因:一是视频网站内容生产质量的提高,二是电视平台顺应媒介融合潮流的发展需要,三是社会环境涵化不同受众的现实需求。具体表现为理念、渠道、内容乃至节目形式的多层面“反哺”。从效果上来看,“反哺”趋势不仅加速了媒介深度融合的步伐,重聚了流失的电视观众,也满足了受众的多元化需求。据此,本文提出提升“反哺”效应,推动媒介间的深度融合应该从四个方面下功夫:在受众需求上深度挖掘用户数据,精准服务目标受众;在内容生产上着力提升原创品质,明确规范加强审查;在节目输出上遵从规律量体裁衣,追求节目差异传播;在台网关系上,探索新型合作模式,实现台网互利共赢。
[Abstract]:After a decade of rapid development, domestic video websites have gradually begun to get rid of the content of the absolute dependence on traditional television stations, into the transformation of business models. Explore the meaning of user value development stage. Since 2014. The development of homemade programs has become a strategic choice for the development of major video websites. This paper takes the trend of "feedback" of home-made programming on TV as the research object, and first analyzes the internal and external factors of the rise of home-made programs. The characteristics of communication and the current situation of development, and then elaborated the video website homemade program "back feeding" TV formation reasons, "back feeding" mode and "back feeding" effect, and from the audience, content. The relationship between channel and network puts forward the way to enhance the "back feeding" effect and promote the deep fusion between different media. This paper believes that the video website increases the investment of homemade programs. From the external environment, the outbreak of cultural consumption market, the drive of foreign self-made model, the rise of fragmentation content, the formation of focus market. Five factors, such as the adjustment of national policy, urge the self-made programs to become a new hot spot. And the industry also exposed the pursuit of differentiated competition, reduce the cost of copyright, expand marketing space and other three development needs. Website homemade programs in the dissemination process of the Internet platform. There are also three characteristics that are different from traditional TV programs, that is, cross-media multi-screen communication mode, user-oriented communication direction, to meet the individual needs of the communication mechanism. The appearance of the "back feeding" trend of the self-made program on the website mainly includes three reasons: the improvement of the content production quality of the video website, and the adaptation of the TV platform to the development needs of the media convergence trend. Third, the social environment acculturates the realistic needs of different audiences. The concrete manifestation is the concept, the channel, the content and even the program form multi-level "feedback". From the effect point of view. The trend of "back feeding" not only accelerates the pace of the deep integration of the media, regroups the lost TV audience, but also meets the diverse needs of the audience. Accordingly, this paper proposes to promote the "feedback" effect. To promote the deep fusion of media, we should make great efforts in four aspects: mining user data deeply on the demand of the audience, and accurately serving the target audience; In the content production efforts to improve the original quality, clear and standardized to strengthen the review; In the program output to comply with the law of tailoring, the pursuit of differential transmission of the program; In the Taiwan network relations, explore a new mode of cooperation to achieve mutual benefit and win-win.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222

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