媒介空间视野下的媒介营销话语建构研宄
发布时间：2018-08-17 16:40
【摘要】：媒介营销话语是媒介的发展在社会行为及活动的变化中所出现的“空间转向”对于营销话语的实践。空间是媒介技术发展的产物,是媒介为延续现实空间的关系而产生的存在,并在高度发展后成为与现实空间关系密切的能够产生现实影响力的虚拟空间。在媒介空间中空间媒介化与媒介空间化两个相互作用的力量促使媒介空间不断扩张,空间所具有的功能被技术挖掘出来,空间的作用及效果也逐渐借助媒介技术得到发挥。在对现实的高度仿真中,媒介空间以虚拟存在逐渐将社会活动的重心向媒介空间领域转移,由此,媒介空间与现实空间一并成为人类活动的空间集合,共同实现着人类活动的构建及社会关系的勾连。本文立足于媒介空间的视角探讨媒介营销话语的建构,在媒介空间与现实空间进行结合的视角下,分析媒介技术所带来的社会活动的变化,探究媒介空间对于营销话语及现实的营销行为的影响,进而考察媒介空间对营销语言的变革及由此引发的营销语言体制的再构进行系统的研究,并对媒体语言发生的从话语结构的变化到意义体系的转化再到自身主体性的建构进行归纳,对其在媒介空间中的功能化传播所带来的对于原有的话语体系的表达与传递的打破与解构进行理清,分析在新媒介技术所倡导的媒介环境中,话语从结构性的规模变化到话语及符号传播机制的改变再到话语意识形态的引导机制的形成,进而了解在媒介空间的影响下话语机制的转向及其发展的规律。并将其置于媒介传播演进的大环境中,考察媒介营销话语的转变对于营销传播行为及现实的营销活动所产生的变化与作用,展现出符合用户主体观念的话语表达,凸显媒介营销话语转变所产生的意义及适应性发展媒介营销的重要价值。本文试图通过上述分析,对于媒介变革时代下,媒介营销话语的变革、发展及新的体系的形成有一个更为贴近现实的判断,以对相关研究提供有价值的参考。
[Abstract]:Media marketing discourse is the practice of media development in the change of social behavior and activity. Space is the product of the development of media technology. It is the existence of media to continue the relationship between real space and it has become a virtual space with close relationship with real space. In the media space, the interaction of space media and media space makes the media space expand constantly, the function of space is excavated by technology, and the function and effect of space are gradually brought into play by media technology. In the high simulation of reality, media space gradually transfers the focus of social activities to the media space field with virtual existence. Therefore, media space and real space become the space collection of human activities together. Together to achieve the construction of human activities and social relations. Based on the perspective of media space, this paper discusses the construction of media marketing discourse, and analyzes the changes of social activities brought by media technology under the perspective of combining media space with real space. This paper probes into the influence of media space on marketing discourse and actual marketing behavior, and then studies the transformation of marketing language and the re-construction of marketing language system caused by media space. It also sums up the media language from the change of discourse structure to the transformation of meaning system to the construction of its own subjectivity. This paper clarifies the breakdown and deconstruction of the expression and transmission of the original discourse system brought about by the functional communication in the media space, and analyzes the media environment advocated by the new media technology. Discourse changes from structural scale to discourse and symbol communication mechanism, then to the formation of discourse ideology guiding mechanism, and then to understand the transformation of discourse mechanism and its development law under the influence of media space. And put it in the environment of media communication evolution, investigate the changes and effects of media marketing discourse on marketing communication behavior and actual marketing activities, and show the discourse expression in line with the concept of user subject. Highlight the significance of media marketing discourse change and the important value of adaptive development media marketing. Through the above analysis, this paper tries to provide a more realistic judgment for the transformation, development and the formation of new system of media marketing discourse in the era of media change, in order to provide a valuable reference for relevant research.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
本文编号：2188262
[Abstract]:Media marketing discourse is the practice of media development in the change of social behavior and activity. Space is the product of the development of media technology. It is the existence of media to continue the relationship between real space and it has become a virtual space with close relationship with real space. In the media space, the interaction of space media and media space makes the media space expand constantly, the function of space is excavated by technology, and the function and effect of space are gradually brought into play by media technology. In the high simulation of reality, media space gradually transfers the focus of social activities to the media space field with virtual existence. Therefore, media space and real space become the space collection of human activities together. Together to achieve the construction of human activities and social relations. Based on the perspective of media space, this paper discusses the construction of media marketing discourse, and analyzes the changes of social activities brought by media technology under the perspective of combining media space with real space. This paper probes into the influence of media space on marketing discourse and actual marketing behavior, and then studies the transformation of marketing language and the re-construction of marketing language system caused by media space. It also sums up the media language from the change of discourse structure to the transformation of meaning system to the construction of its own subjectivity. This paper clarifies the breakdown and deconstruction of the expression and transmission of the original discourse system brought about by the functional communication in the media space, and analyzes the media environment advocated by the new media technology. Discourse changes from structural scale to discourse and symbol communication mechanism, then to the formation of discourse ideology guiding mechanism, and then to understand the transformation of discourse mechanism and its development law under the influence of media space. And put it in the environment of media communication evolution, investigate the changes and effects of media marketing discourse on marketing communication behavior and actual marketing activities, and show the discourse expression in line with the concept of user subject. Highlight the significance of media marketing discourse change and the important value of adaptive development media marketing. Through the above analysis, this paper tries to provide a more realistic judgment for the transformation, development and the formation of new system of media marketing discourse in the era of media change, in order to provide a valuable reference for relevant research.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
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