微信阅读、视听内容的传播特征与影响探析

发布时间：2018-10-14 18:22

【摘要】：移动互联网时代,微信作为第一大移动应用,已经成为人们日常工作生活的必备工具,它不仅仅是即时通讯的工具,更可承载无数的阅读、视听内容,比如数量超过800万的微信公众账号。这些内容较传统的内容有很多不同,一方面它们以手机为载体,以移动互联网为依托,以微信为平台,完全数字化,文字、图片、视频等可以随时出现在同一个界面上;另一方面它们又极易被分享传播,用户把自己所浏览到的信息、或者信息的一部分通过微信平台分享给他人,并可随兴地加以评论。这种基于微信平台对阅读、视听内容的传受与分享在本质上是一种基于社交网络的传播活动,值得我们加以关注、探究。移动互联网的发展和智能手机的普及使越来越多的人成为网络中触手可及的点,微信使这些点得以连接起来。人与人之间的连接像神经网络一样,使信息在短时间内迅速传播。在这种情形下,微信中的阅读、视听内容本身、传播它们的方式、特征及其对人们和社会的影响,与传统的内容传播活动有明显的不同。基于传播学的角度,经过分析研究、概括总结,本文得出了一系列结论,主要有:微信阅读、视听内容的传播主体的能动性得到极大发挥,且传受界限消弭,常常互为传播主体或客体;很多传播内容本身有鲜明的风格;传播本身有较强的私密性、安全性,有时带有商业色彩;被阅读、视听最多的内容不一定是转发量最高的;在微信平台上,以关系为连接点,形成的微信朋友圈是半公开化平台,微信好友与群组则是私人平台,而微信平台整体上又具有“可公开”的特征;多种传播模式并存,既有公众平台的弱大众传播,又有点对点的人际传播、点对面的群体传播,还有人际传播与群体传播相结合的扩散性传播;内容传播具有高达到率与窄传播、高信任度与紧关系、高社交性等特征。这样的阅读、视听内容及其传播特征不仅对内容生产者与传播者个人的思维产生影响,而且造成了个人的数字化生存、交往方式媒介化、网络社交依赖,科技依赖等不容忽视的结果;对社会既有阅读环境的全面开放性、城市生活的智能便利化等正面影响,又存在着谣言传播、负能量累积的不利影响。结语部分,笔者基于上述的传播特征,对微信阅读、视听内容传播的利弊进行了集中的考量,提出了一些建议与看法。
[Abstract]:In the era of mobile Internet, WeChat, as the largest mobile application, has become an essential tool for people's daily work and life. It is not only an instant messaging tool, but also carries countless reading, audio-visual content. For example, the number of WeChat more than 8 million public accounts. These contents are different from the traditional ones. On the one hand, they can appear on the same interface at any time with mobile phone as the carrier, mobile Internet as the support, WeChat as the platform, complete digitization, text, picture, video and so on. On the other hand, they can easily be shared and spread. Users can share the information they browse or part of it with others via WeChat platform and can comment on it with pleasure. The transmission and sharing of reading and audio-visual content based on WeChat platform is essentially a kind of communication activity based on social network, which deserves our attention and exploration. With the development of mobile Internet and the popularity of smart phones, more and more people are connected to each other. The connection between people is like neural network, which makes information spread quickly in a short time. In this case, the reading and audio-visual content in WeChat itself, the way in which it is transmitted, its characteristics and its influence on people and society are obviously different from the traditional activities of content communication. Based on the angle of communication, through analysis, research and summary, this paper draws a series of conclusions, which include: WeChat reading, the active role of audio-visual content communication subject, and the elimination of communication limits. It is often the subject or object of communication; many of the content of communication itself has a distinctive style; the communication itself has a strong privacy, security, sometimes with a commercial color; read, the most audio-visual content is not necessarily the highest volume of forwarding; On the WeChat platform, the relationship is the connection point, the WeChat circle of friends is semi-open platform, the WeChat friends and group is the private platform, and the WeChat platform as a whole has the characteristics of "open". Not only the weak mass communication of public platform, but also the point to point interpersonal communication, the group communication opposite the point, the diffusive communication of the combination of interpersonal communication and group communication, the content communication has high reaching rate and narrow communication. High degree of trust and tight relationship, high social and other characteristics. This kind of reading, audiovisual content and its dissemination characteristics not only have an impact on the personal thinking of the content producer and disseminator, but also result in the digital survival of the individual, the media of communication mode, and the network social dependence. The results of science and technology dependence can not be ignored, such as the comprehensive openness of reading environment, the intelligent facilitation of urban life, and the negative influence of rumor spread and negative energy accumulation. In the conclusion part, based on the above communication characteristics, the author gives some suggestions and opinions on the advantages and disadvantages of WeChat reading and audio-visual content communication.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G206

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