中学教育类微信公号的传播效果研究

发布时间：2018-03-27 16:43

本文选题：中学教育　切入点：微信公号　出处：《山东师范大学》2017年硕士论文

【摘要】：在移动互联网迅速发展的今天,微信作为一个基于互联网的手机即时通讯应用,已经占据了国内90%以上的智能手机。在各种不断更新迭代的功能中,公众号是微信占领市场的里程碑式功能。本研究选定中学教育类微信公号作为研究对象,主要运用文献研究法、内容分析法和问卷调查法从传播学的视角对其传播效果进行研究,结合其不足之处,提出了增强传播效果应该以满足受众需求为核心,增加互动推广、丰富内容形式、细化数据分析、搞好形象传播的观点。本研究主要包含五部分内容。其中,绪论部分主要介绍本文的选题背景、研究意义、概念阐释、研究综述、研究目的和方法。第一章通过对中学教育类微信公号兴起的原因、目前的分类和特点阐述,概述了此类微信公号发展的现状。关于其兴起的原因主要有三个方面,分别是技术平台的支持、信息获取方式的增加和教育事业与市场的双向需求;通过与不同阶段的教育类微信公号和不同载体的中学教育类媒介相比较,得知中学教育类微信公号具有内容上侧重于知识经验类信息的传递、形式上侧重于文本类信息的传播、内容的发布形式丰富、信息获取方式较为及时和便捷的特点。第二章为对微信公号进行受众层面传播效果的研究选定了调查问卷的研究方法。从中学教育类微信公号受众的基本特征、媒介接触情况、认知关注情况和态度与行为传播情况四个方面调查,并对调查结果予以总结。结果显示中学教育类微信公号的受众主要是以满足自我需求为目的来选择关注某一微信公号;并且在信息接收的态度调查中,相比于他人更容易受到微信公号的观点影响;大部分的受众虽然仍然处于被动接受信息状态,但是却明显有更加大的自由度来选择是否接受信息传递的观点。这也体现出在互联信息时代中,人们对于具有大众传播属性的传播媒介所传递的信息不再只是一味地接受,而是更多地体现自己的想法,以自身的意志为行动的主要出发点。第三章是基于问卷调查研究的受众传播效果及此类微信公号传播中面临的问题分析。受众在认知层面的自主性增强、能够打破传统认知模式,受众的个体差异是造成态度转变的关键因素,只有更好的满足受众需求,才能更好地增强行为方面的传播效果。中学教育类微信公号在传播中反映出主要问题有:第一,受众认知情况有限、推广力度欠缺;第二,受众阅读频率较低、信息吸引力不强;第三,整体传播效果趋于弱化、不能满足受众需求;第四,服务功能性不强,信息缺乏权威性。第四章针对中学教育类微信公号反映出的问题指出应当从推广互动、内容形式、数据分析和品牌建设方面加强管理,以更好地应对不断发展的移动互联新时代,完善中学教育类微信公号的自身发展、提升传播效果。
[Abstract]:With the rapid development of mobile Internet, WeChat, as an Internet-based mobile instant messaging application, has accounted for more than 90% of smartphones in China. Official account is the landmark function of WeChat's occupation of the market. The content analysis method and the questionnaire survey research on its communication effect from the angle of communication, combined with its shortcomings, put forward that to enhance the communication effect should be to meet the needs of the audience as the core, increase interactive promotion, enrich the form of content, This research mainly includes five parts. Among them, the introduction part mainly introduces the background of this paper, the significance of the research, the concept interpretation, the summary of the research. The first chapter summarizes the current situation of the development of this kind of WeChat public number through the reasons, classification and characteristics of the rise of the high school education WeChat public number. There are three main reasons for the rise of this kind of WeChat public number. It is the support of the technology platform, the increase of the way of obtaining information and the two-way demand of the educational undertaking and the market, by comparing with the educational WeChat public number of different stages and the medium of the middle school education with different carriers. We know that the middle school education WeChat public number has the content to emphasize on the knowledge and experience type information transmission, the form emphasizes on the text type information dissemination, the content release form is rich, The second chapter selects the research method of questionnaire for the research of the effect of WeChat public number dissemination at the audience level. From the basic characteristics of the audience of the middle school education type WeChat public number, the media contact situation, Cognitive attention and communication of attitude and behavior are investigated in four aspects and the results are summarized. The results show that the audience of WeChat number of middle school education mainly chooses to pay attention to a certain WeChat public number in order to meet their own needs. And in the attitude survey of receiving information, it is more vulnerable to the opinion of WeChat public number than others; although the majority of the audience is still in a passive state of receiving information, But there is obviously a greater degree of freedom to choose whether to accept the idea of information transmission, which also shows that in the age of interconnected information, people are no longer blindly accepting the information that is transmitted by the media with the attributes of mass communication. But more of what they think, The third chapter is based on the results of the questionnaire survey and the analysis of the problems encountered in the communication of this kind of WeChat public number. The audience's autonomy at the cognitive level is enhanced. Can break the traditional cognitive model, the individual difference of audience is the key factor of attitude change, only to better meet the needs of the audience, In order to enhance the communication effect of behavior better. The main problems reflected in the communication of the middle school education type WeChat public number are: first, the audience cognition is limited, and the promotion is not enough; second, the audience reading frequency is low. The information attraction is not strong; third, the overall communication effect tends to weaken, unable to meet the needs of the audience; fourth, the service function is not strong, The fourth chapter points out that management should be strengthened in terms of promotion interaction, content form, data analysis and brand building. In order to better deal with the constantly developing new era of mobile interconnection, improve the self-development of high school education WeChat public number, improve the communication effect.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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