网络直播受众的“使用与满足”研究

发布时间：2018-04-19 02:26

本文选题：网络直播 + 受众　；参考：《郑州大学》2017年硕士论文

【摘要】：近年来,随着科学技术的不断发展,社会化媒介逐渐进入到大众的视野。受众不仅将媒介作为接收信息的工具,更将媒介作为自身日常交往的平台。社会化媒介的发展不但为受众提供了新的信息接收和社会交往方式,还改变了大众的工作和生活方式。网络直播作为新兴的社会化媒介在2016年迅速发展,其强劲的发展势头和呈几何式增长的受众数量引起社会的关注。网络直播的流行与普及更加速了全民直播时代的到来。本研究以网络直播受众为研究对象,通过调查问卷和深度访谈的方法,对网络直播受众的特征进行了归纳,从网络直播受众的消费习惯对网络直播受众进行了细分,并且对网络直播受众的使用动机和需求满足情况进行了分析。研究发现,网络直播受众以18到39岁的年轻人为主,受众大多数为学生。网络直播受众使用网络直播的最大动机是放松心情、舒缓压力。网络直播受众在使用网络直播的过程中其需求得到了不同程度的满足,且网络直播受众的使用动机和需求满足具有一定的相关性。同时,笔者对网络直播受众“使用与满足”的新形态进行了归纳,对网络直播未来的发展趋势进行了总结。在未来,网络直播具有更广阔的发展前景和发展空间。
[Abstract]:In recent years, with the continuous development of science and technology, social media has gradually entered the public vision.The audience not only regards the media as the tool of receiving information, but also regards the media as the platform of their daily communication.The development of social media not only provides new ways of receiving information and social communication for the audience, but also changes the way of work and life of the masses.As a new social medium, webcast has been developing rapidly in 2016.The popularity and popularity of webcast has accelerated the arrival of the era of live broadcast all over the country.This study takes the audience as the research object, through the method of questionnaire and in-depth interview, summarizes the characteristics of the audience, from the consumption habits of the audience subdivide the audience.It also analyzes the use motivation and demand satisfaction of webcast audience.The study found that young people aged 18 to 39 were the main audience, mostly students.The biggest motivation for webcast audience to use webcast is to relax and relieve pressure.In the process of using webcast, the needs of webcast audience are satisfied to some extent, and the motivation and demand satisfaction of webcast audience have certain relevance.At the same time, the author sums up the new form of "use and satisfaction" of the webcast audience, and sums up the development trend of the webcast in the future.In the future, webcast has a broader development prospects and development space.
【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】：G206

【引证文献】