网络荧屏互动对受众态度和行为的影响研究

发布时间：2018-07-26 16:30

【摘要】：随着直播视频、弹幕网站等网络视频互动的走红,受众在传播过程中的角色作用和态度选择成为了该行业发展的直接流量来源。本文立足于荧屏互动传播现象,创新性地利用在网络平台的传播中对受众参与性和使用选择性进行态度和行为的数据收集,以此分析在热门网络荧屏互动平台下受众的心理及使用偏向。首先通过梳理荧屏互动传播的发展来总结归纳出其与媒介互动的包含关系以及表现的主要特征,并探索在网络媒介和荧屏媒介的融合发展中延伸出网络荧屏互动的现象,其中重点从视频互动的角度展开分析。其次通过调查视频直播互动中受众的参与情况以及在弹幕互动中受众对《还珠格格》电视剧集角色理解的态度和行为的变化来探索网络荧屏互动对改变受众态度和行为产生的影响。在针对传播效果的分析中,本文分为从受众的态度和行为两方面分别阐述互动模式的传播效果。其中在态度方面本文对受众认知及受众的情感路径进行分析。笔者认为由网络荧屏互动所构建的虚拟情境打开了受众参与传播内容二次创造的通道,在传播角色多元的情况下,参与者的主动性得以凸显;受众的行为影响方面,利用“使用与满足”理论作为参考,从媒介的选择-媒介的依赖-媒介的使用三方面展开分析。笔者认为媒介平台的属性和受众的需求是一个相互作用的过程,因此网络荧屏互动传播行为主动地筛选了部分的参与者,而在这些受众中参与平台深度互动的群体对媒介具有较强的依赖属性,产生角色转换的可能性极大,但普遍受众均为围观性质,是否依赖这种互动形式取决于个人需求以及媒介平台的可替代性。最后在受众和媒介发展的两个视角针对网络荧屏互动传播进行优劣势的总结分析,理清其对受众态度和行为的影响趋势,提出规避缺陷以及朝良态发展的可行化建议。
[Abstract]:With the popularity of live video, projectile websites and other network video interaction, the role of the audience in the process of communication and attitude selection has become the direct flow source of the industry development. Based on the phenomenon of interactive communication on screen, this paper innovatively uses the data collection of attitude and behavior to participate and use selectively to the audience in the communication of network platform. This analysis in the popular network screen interactive platform audience psychology and use bias. First of all, by combing the development of screen interactive communication, the author sums up the inclusive relationship and main characteristics of its interaction with the media, and explores the phenomenon of network screen interaction extending in the development of the convergence of the network media and the screen media. It focuses on the analysis from the angle of video interaction. Secondly, by investigating the participation of the audience in the live video interaction and the changes of the audience's understanding of the characters of Huanzhu GE TV series in the screen interaction, this paper explores how the network screen interaction changes the audience's attitude towards the change of the audience's attitude. And the effects of behavior. In the analysis of the communication effect, this paper discusses the communication effect of the interactive mode from the attitude and behavior of the audience. In terms of attitude, this paper analyzes the audience's cognition and the audience's emotional path. The author believes that the virtual situation constructed by the network screen interaction opens the channel for audience to participate in the second creation of the communication content. In the case of multiple communication roles, the participants' initiative is highlighted; the influence of the audience's behavior is also discussed. Using the theory of "use and satisfaction" as a reference, this paper analyzes the choice of media, the dependence of media and the use of media. The author thinks that the attributes of media platform and the needs of the audience is an interactive process, so the interactive communication behavior of the network screen actively selects some participants. However, those who participate in the deep interaction of the platform among these audiences have strong dependence on the media, and the possibility of role transformation is very great, but the general audience is all of the surrounding nature. Reliance on this form of interaction depends on individual needs and the substitutability of media platforms. Finally, from the perspective of audience and media development, this paper summarizes and analyzes the advantages and disadvantages of interactive communication on the network screen, clarifies its influence trend on the attitude and behavior of the audience, and puts forward some feasible suggestions for avoiding defects and developing towards a good state.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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