本文關(guān)鍵詞： 讀者話語(yǔ)權(quán) 權(quán)力演化 互聯(lián)網(wǎng) 出版行業(yè)　出處：《武漢大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：互聯(lián)網(wǎng)時(shí)代公共話語(yǔ)平臺(tái)和話語(yǔ)方式的多元化、開放性驅(qū)動(dòng)行業(yè)話語(yǔ)權(quán)的重新分配。話語(yǔ)主體不再局限于相關(guān)政府部門和生產(chǎn)方,消費(fèi)者和受眾開始擁有更大的話語(yǔ)空間和話語(yǔ)影響力。就出版行業(yè)而言,UGC的爆發(fā)、閱讀社區(qū)的多元化、電商平臺(tái)崛起、眾籌眾包平臺(tái)的興起、社群經(jīng)濟(jì)的激活、C2B模式的升級(jí)......互聯(lián)網(wǎng)讓讀者逐步參與到出版選題策劃、內(nèi)容生產(chǎn)、營(yíng)銷推廣和拓展服務(wù)等各產(chǎn)業(yè)環(huán)節(jié),無(wú)論是話語(yǔ)地位、話語(yǔ)空間、還是話語(yǔ)影響力都在不斷提升。因此,通過(guò)對(duì)讀者話語(yǔ)權(quán)及其演化進(jìn)行分析,在幫助讀者理性提升自己話語(yǔ)權(quán)的同時(shí),可幫助出版社和相關(guān)政府部門發(fā)現(xiàn)話語(yǔ)權(quán)主要集中對(duì)象,掌握話語(yǔ)權(quán)分布態(tài)勢(shì)和話語(yǔ)內(nèi)容演化趨勢(shì),以便更科學(xué)、有預(yù)見性地調(diào)整和制定生產(chǎn)、營(yíng)銷、管理戰(zhàn)略,引導(dǎo)和構(gòu)建更為和諧健康的行業(yè)話語(yǔ)生態(tài)。然而目前學(xué)界和業(yè)界對(duì)讀者話語(yǔ)權(quán)并未形成系統(tǒng)認(rèn)知和研究框架,缺乏明確的概念界定和理論探討,實(shí)證分析和量化研究更是處于空白階段。鑒于此,本文主要研究?jī)?nèi)容包括:1)理清讀者話語(yǔ)權(quán)的概念和夠成要素;2)從資格、地位、空間三大要素出發(fā),結(jié)合網(wǎng)絡(luò)場(chǎng)域?qū)嵶C案例和量化數(shù)據(jù),分別對(duì)互聯(lián)網(wǎng)背景下讀者話語(yǔ)權(quán)的演化方向進(jìn)行分析。一方面,文章提出一種話語(yǔ)權(quán)研究的新范式,豐富了話語(yǔ)權(quán)研究相關(guān)學(xué)科理論,同時(shí)為出版產(chǎn)業(yè)相關(guān)研究提供一種新的視角。另一方面,文章依據(jù)新媒體場(chǎng)域測(cè)量數(shù)據(jù)針對(duì)當(dāng)下出版市場(chǎng)的讀者話語(yǔ)特性和傳播特性進(jìn)行實(shí)證研究,旨在為包括政府、出版方、讀者等在內(nèi)的出版行業(yè)各主體的政策制定、戰(zhàn)略決策和話語(yǔ)表達(dá)提供一種可借鑒思路,促進(jìn)出版行業(yè)話語(yǔ)生態(tài)的和諧發(fā)展和產(chǎn)業(yè)鏈運(yùn)作的優(yōu)化升級(jí)。本文內(nèi)容結(jié)構(gòu)安排如下:第一章,介紹研究背景,對(duì)比國(guó)內(nèi)外研究現(xiàn)狀,梳理研究目的及方法;第二章,理清讀者話語(yǔ)權(quán)的概念內(nèi)涵和構(gòu)成要素,主要包括資格、空間、地位三部分;第三章,從制度門檻、技術(shù)門檻和身份門檻三部分梳理讀者話語(yǔ)資格的演化路徑及方向;第四章,從表達(dá)渠道、傳播特性、話語(yǔ)特色三方面對(duì)讀者話語(yǔ)空間演化進(jìn)行分析;第五章,從社會(huì)認(rèn)同感、行業(yè)接受度、產(chǎn)業(yè)影響力三層次闡述讀者話語(yǔ)地位演化;最后指出文章存在不足和未來(lái)研究方向。
[Abstract]:In the Internet era, the diversification of public discourse platforms and modes of discourse, openness drives the redistribution of discourse rights in the industry, and the discourse subject is no longer confined to the relevant government departments and producers. Consumers and audiences begin to have greater discourse space and discourse influence. As far as the publishing industry is concerned, the explosion of UGC, the diversification of the reading community, the rise of e-commerce platform, the rise of crowdfunding platform. The activation of social economy means the upgrading of C2B mode. Internet enables readers to gradually participate in publishing topics planning, content production, marketing and expansion of services and other industrial links, regardless of the status of discourse. Therefore, through the analysis of the readers' discourse right and its evolution, we can help the readers to improve their discourse rights rationally at the same time. It can help publishers and relevant government departments to find the main focus of discourse rights, grasp the distribution of discourse power and discourse content evolution trend, in order to more scientific, predictable adjustment and formulation of production, marketing. Management strategy to guide and build a more harmonious and healthy industry discourse ecology. However, the current academic and industry on the reader's right to speak has not formed a systematic understanding and research framework, lack of clear definition of the concept and theoretical discussion. The empirical analysis and quantitative research are still in the blank stage. In view of this, the main content of this paper includes: 1) to clarify the concept and sufficient elements of the reader's right to speak; 2) starting from the three elements of qualification, status and space, combined with the empirical case of network field and quantitative data, this paper analyzes the evolution direction of readers' speech right under the background of Internet. On the one hand. This paper puts forward a new paradigm of discourse right research, which enriches the theory of discourse right research and provides a new perspective for publishing industry research. Based on the new media field measurement data, this paper makes an empirical study on the characteristics of readers' discourse and communication in the current publishing market, aiming at the government and the publishers. Readers and others in the publishing industry, the main body of the policy making, strategic decision-making and discourse expression to provide a reference thinking. To promote the harmonious development of the publishing industry discourse ecology and the optimization and upgrading of industrial chain operation. The content structure of this paper is as follows: chapter one, introduce the research background, compare the domestic and foreign research status, comb the purpose and method of the research; In the second chapter, the author clarifies the concept and elements of the reader's right of speech, mainly including three parts: qualification, space and status. The third chapter, from the system threshold, the technical threshold and the identity threshold three parts comb reader discourse qualification evolution path and direction; Chapter 4th analyzes the evolution of readers' discourse space from three aspects: the channel of expression, the characteristics of communication and the characteristics of discourse. Chapter 5th expounds the evolution of readers' discourse status from three levels: social identity, industry acceptance and industry influence. Finally, the paper points out the deficiency and future research direction.
【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G230

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