本文選題：微信依賴 + 商業(yè)　； 參考：《山西大學(xué)》2015年碩士論文

【摘要】：本文在北美生態(tài)學(xué)“媒介作為環(huán)境的研究”影響下,結(jié)合當(dāng)下社交媒介迅速發(fā)展的背景,選取其中最具代表性的微信作為研究對(duì)象,運(yùn)用媒介依賴論分析了微信與大眾的依賴關(guān)系圖景,討論了微信依賴對(duì)商業(yè)系統(tǒng)、受眾系統(tǒng)、媒介系統(tǒng)造成的影響,并試圖從商業(yè)系統(tǒng)、受眾系統(tǒng)、媒介系統(tǒng)三方面探索調(diào)試策略。文章采用文獻(xiàn)綜述法、深入訪談法完成,以媒介依賴?yán)碚摓橹?靈活運(yùn)用媒介-受眾-社會(huì)框架,深入分析了微信依賴對(duì)其他社會(huì)系統(tǒng)的長(zhǎng)遠(yuǎn)影響,其邏輯思路為：首先運(yùn)用“使用與滿足理論”,從微信的傳播特征與大眾對(duì)微信的媒介需求主客兩方面,引出微信在人們?nèi)粘Ｉ钪衅鸬降闹匾饔茫唤又鴱奈⑿乓蕾嚨念愋�、特點(diǎn)、表現(xiàn)等方面論述了大眾與微信之間的失衡狀態(tài),從中可見人們對(duì)微信的依賴程度之深,并運(yùn)用5w模式從理論角度概括了人們對(duì)微信依賴的原因,總結(jié)了人們對(duì)微信依賴的多元化原因；正是由于大眾對(duì)微信的依賴關(guān)系超過了一定的度,打破了某種平衡性,所以相互制約、相互依存的社會(huì)結(jié)構(gòu)體系出現(xiàn)了混亂,其中以商業(yè)系統(tǒng)、受眾系統(tǒng)、媒介系統(tǒng)最為嚴(yán)重,因此本文以商業(yè)—受眾—媒介系統(tǒng)為宏觀指導(dǎo),探索微信依賴對(duì)其造成的影響,并試圖從這三方面給出相應(yīng)的應(yīng)對(duì)措施。就商業(yè)系統(tǒng)而言,企業(yè)應(yīng)統(tǒng)籌規(guī)劃,系統(tǒng)學(xué)習(xí)微信營(yíng)銷；建立關(guān)系,提高溝通能力；完善市場(chǎng),補(bǔ)足線下短腿。受眾系統(tǒng)方面,受眾應(yīng)理性使用微信,提高公眾媒介素養(yǎng)；樹立防范意識(shí),抵制微信負(fù)面影響；拓展實(shí)踐活動(dòng),建構(gòu)獨(dú)立思考能力。而媒介系統(tǒng)方面,應(yīng)加強(qiáng)監(jiān)管,形成自律機(jī)制；提高職業(yè)素養(yǎng),作好把關(guān)人；發(fā)揮媒介素養(yǎng)的教育作用,建設(shè)綠色微信。希冀通過以上措施,實(shí)現(xiàn)社會(huì)有機(jī)結(jié)構(gòu)的良性生態(tài)運(yùn)作。
[Abstract]:Under the influence of North American ecology "Media as the Environment" and the background of the rapid development of social media, this paper selects WeChat, which is the most representative of the social media, as the research object. Based on the theory of media dependence, this paper analyzes the image of dependence relationship between WeChat and the public, discusses the influence of WeChat dependence on business system, audience system and media system, and attempts to analyze the influence of WeChat dependence on business system, audience system, and so on. Three aspects of media system to explore debugging strategy. Based on the theory of media dependence and the flexible use of media-audience social framework, this paper analyzes the long-term impact of WeChat dependence on other social systems by means of literature review, in-depth interview, and flexible use of media-audience social framework. The logic of WeChat is as follows: firstly, by using the theory of "use and satisfaction", from the two aspects of WeChat's communication characteristics and the mass media demand for WeChat, it draws out the important role that WeChat plays in people's daily life, and then from the types of WeChat dependence. This paper discusses the unbalanced state between the public and WeChat from the aspects of characteristics, performance and so on, from which we can see the depth of people's dependence on WeChat, and generalizes the reason of people's dependence on WeChat from the theoretical point of view by using 5w model. The reason why people depend on WeChat is summarized. It is precisely because the popular dependence on WeChat has exceeded a certain degree, which has broken some balance, so the social structure system of mutual restriction and interdependence has appeared chaos. Among them, commercial system, audience system and media system are the most serious, so this paper takes the business-audience media system as the macro guidance, explores the influence of WeChat dependence on it, and tries to give corresponding countermeasures from these three aspects. As far as business system is concerned, enterprises should plan as a whole, learn WeChat marketing systematically, establish relationships, improve communication ability, perfect the market and complement the short legs below the line. In the aspect of audience system, the audience should use WeChat rationally, improve public media literacy, set up prevention consciousness, resist the negative influence of WeChat, expand practical activities and construct independent thinking ability. In the aspect of media system, we should strengthen supervision, form self-discipline mechanism, improve professional quality, do a good job of gatekeeper, give play to the educational function of media literacy, and construct green WeChat. Hope that through the above measures to achieve the social organic structure of the benign ecological operation.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206

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本文編號(hào)：1865406