本文選題：電視媒體 + 微博�。� 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：微博現(xiàn)已成為社會(huì)第一大信息資源平臺(tái),各類傳統(tǒng)媒體紛紛開始尋求與微博的整合,爭奪在微博空間的話語權(quán)。研究我國電視媒體與微博的融合傳播,對(duì)提升全媒體時(shí)代我國電視媒體的競爭力和影響力具有重要意義。在媒介融合時(shí)代背景下,受眾需求日漸多元化,電視媒體與微博的優(yōu)劣勢凸顯,微博為電視媒體帶來機(jī)遇,電視媒體可彌補(bǔ)微博劣勢,這都是我國電視媒體尋求與微博融合傳播的動(dòng)因。二者融合傳播主要有三種形式:直線式的信息互換,立體式的多元融合以及定制式的交互傳播。我國電視媒體在與微博融合過程中呈現(xiàn)出多種功能與特點(diǎn),其中電視頻道與微博融合的功能主要是通過微博發(fā)布即時(shí)新聞,借助微博開展品牌營銷,微博與電視頻道合作植入廣告擴(kuò)大品牌影響力;電視節(jié)目與微博融合的功能主要是電視節(jié)目拓展微博話題,微博拓寬電視節(jié)目雙向傳播渠道,電視節(jié)目使用微博進(jìn)行宣傳;通過實(shí)證分析發(fā)現(xiàn),電視頻道和電視節(jié)目運(yùn)用微博時(shí)呈現(xiàn)不同特點(diǎn),電視頻道使用微博時(shí)信息發(fā)布呈現(xiàn)常態(tài)化,主題多元各有側(cè)重以及文本編輯呈現(xiàn)模式化;而電視節(jié)目使用微博時(shí)信息發(fā)布呈現(xiàn)階段性,主題集中類型多樣同時(shí)受眾參與度高。我國電視媒體與微博融合產(chǎn)生了一系列的傳播效果,影響這些傳播效果的因素包括:電視媒體影響力、傳播內(nèi)容的選擇、傳播頻率的把握、意見領(lǐng)袖的作用以及受傳者個(gè)體差異。滿足電視媒體受眾需求、提升電視媒體收視率以及強(qiáng)化電視媒體議程設(shè)置功能等是二者融合產(chǎn)生的正效果。同時(shí),電視媒體與微博融合會(huì)產(chǎn)生一些負(fù)效果,包括裂變式的傳播削弱了電視媒體輿論引導(dǎo)力,同質(zhì)化嚴(yán)重不利于樹立電視媒體品牌形象,電視媒體官微話語陳舊導(dǎo)致受眾信息疲勞等。電視媒體與微博的融合仍存在有待完善之處,本文針對(duì)這些負(fù)面?zhèn)鞑バЧ安蛔闾岢隽?個(gè)層面的優(yōu)化策略:運(yùn)作機(jī)制優(yōu)化策略,即建立專業(yè)化微博運(yùn)營團(tuán)隊(duì),明確發(fā)布內(nèi)容及發(fā)布流程,制定評(píng)測和安全保障制度;微博內(nèi)容提升策略,即掌握電視媒體微博的發(fā)送頻率,凸顯電視媒體微博的內(nèi)容特色,規(guī)范電視媒體微博信息;受眾互動(dòng)升級(jí)策略,即細(xì)分受眾并及時(shí)溝通,策劃微博活動(dòng)提高參與度;整合營銷優(yōu)化策略,即明確電視媒體微博定位,構(gòu)建電視媒體微博矩陣,開展電視媒體微博事件營銷,整合其他媒介資源等。
[Abstract]:Weibo has become the largest information resource platform in the society. All kinds of traditional media have begun to seek integration with Weibo and compete for the right to speak in the Weibo space. It is of great significance to study the fusion and communication of TV media and Weibo in our country to enhance the competitiveness and influence of TV media in the age of all media. Under the background of media convergence era, audience demand is becoming more and more diverse, the advantages and disadvantages of TV media and Weibo are prominent, Weibo brings opportunities to TV media, and TV media can make up for the disadvantages of Weibo. This is the reason why TV media in our country seek to merge with Weibo. There are three main forms of fusion communication: straight information exchange, three-dimensional multiple fusion and customized interactive communication. In the process of fusion with Weibo, TV media in our country have many functions and characteristics. Among them, the fusion function of TV channel and Weibo is mainly to issue instant news through Weibo and carry out brand marketing with the help of Weibo. The functions of Weibo and TV channel are mainly to expand the topic of Weibo, Weibo to expand the channel of two-way communication of TV program, and Weibo to propagate TV program. Through the empirical analysis, it is found that TV channels and TV programs show different characteristics when they use Weibo, that when TV channels use Weibo, the information release is normalized, the topics are diversified and focused, and the text editing model is presented; However, when TV programs use Weibo, the stage of information release is presented, the type of theme concentration is diverse and the audience participation is high. The fusion of TV media and Weibo has produced a series of communication effects in China. The factors influencing these effects include: the influence of TV media, the choice of communication content, the grasp of communication frequency. The role of opinion leaders and the individual differences of the bearers. To meet the needs of TV media audience, to improve the ratings of TV media and to strengthen the function of TV media agenda setting are the positive results. At the same time, the fusion of TV media and Weibo will produce some negative effects, including the fission of the dissemination of public opinion weakening the power of television media, homogeneity is not conducive to the establishment of television media brand image. TV media official micro-discourse old leads to audience information fatigue and so on. The fusion of TV media and Weibo still needs to be improved. This paper puts forward four optimization strategies for these negative communication effects and shortcomings: the optimization strategy of operation mechanism, that is, the establishment of specialized Weibo operation team. Clear release content and release process, formulate evaluation and security system, Weibo content promotion strategy, that is, to grasp the frequency of Weibo transmission, highlight the content characteristics of TV media Weibo, standardize the TV media Weibo information; Audience interactive upgrading strategy, that is, subdividing audience and communicating in time, planning Weibo activities to increase participation, integrating marketing optimization strategy, that is, defining the orientation of TV media Weibo, constructing TV media Weibo matrix, developing TV media Weibo event marketing, Integration of other media resources.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.2;G206

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