融媒背景下電視的網(wǎng)絡(luò)化生存
發(fā)布時(shí)間：2018-08-16 08:20
【摘要】：伴隨技術(shù)的進(jìn)步,人類步入媒介融合的時(shí)代。新興媒體與傳統(tǒng)媒體在競合中消解著彼此的界限,形成融合共生的新的媒介生態(tài)。電視媒體亦不可避免的被卷入融媒的浪潮。媒介融合的現(xiàn)實(shí)情境為傳統(tǒng)電視媒體的生存與發(fā)展帶來巨大挑戰(zhàn)。在這場傳播媒介的變革中,電視媒體需要依據(jù)受眾收視習(xí)慣的變化,完成從內(nèi)容生產(chǎn)、傳播方式到盈利模式的轉(zhuǎn)型。另一方面,互聯(lián)網(wǎng)以驚人的速度蓬勃發(fā)展,網(wǎng)絡(luò)遍及生活的各個(gè)角落,人類生活呈現(xiàn)網(wǎng)絡(luò)化的特征。電視媒體也是如此,既不可脫離互聯(lián)網(wǎng)獨(dú)善其身,也不可不適應(yīng)網(wǎng)絡(luò)化現(xiàn)狀一意孤行。在此背景下,電視媒體亟需面對對自身網(wǎng)絡(luò)化生存之路的探索。本文結(jié)合現(xiàn)有研究與業(yè)界實(shí)踐,將“網(wǎng)絡(luò)化”定義為“指媒體依托因特網(wǎng)進(jìn)行內(nèi)容生產(chǎn)、傳播的過程與結(jié)果�！痹诖朔懂犗�,研究電視媒體的網(wǎng)絡(luò)化生存。研究將從四方面探求電視媒體在此環(huán)境下的突圍路徑,一是探究電視媒體的網(wǎng)絡(luò)化生存環(huán)境與此種環(huán)境對電視媒體媒體的影響：二是分析電視媒體網(wǎng)絡(luò)化生存現(xiàn)狀；三是探究網(wǎng)絡(luò)傳播的特性與電視媒體網(wǎng)絡(luò)化生存的要素；四是探究電視媒體的網(wǎng)絡(luò)化生存路徑。本文主要應(yīng)用三種研究方法：文獻(xiàn)分析法,個(gè)案分析法,歸納分析法。利用這三種研究方法,分析、整合現(xiàn)有研究成果,根據(jù)現(xiàn)有研究的研究空缺與不足進(jìn)行有針對性的研究。并對電視臺(tái)生存現(xiàn)狀進(jìn)行個(gè)案分析,力圖理論對接實(shí)踐,對電視媒體的網(wǎng)絡(luò)化生存進(jìn)行深入研究。最終歸納總結(jié)并出成果。本文的研究成果如下：電視媒體的面臨受眾網(wǎng)絡(luò)遷移、廣告商網(wǎng)絡(luò)轉(zhuǎn)移、新舊媒體網(wǎng)絡(luò)競合的媒介環(huán)境,和從電視節(jié)目到視頻、從播出渠道到平臺(tái)、從電視受眾到用戶的新的電視元素,以及擁有自主選擇需求、參與互動(dòng)需求的電視用戶。在這種網(wǎng)絡(luò)化的環(huán)境下,電視媒體需要擺脫固往高高在上的傳播策略,放低身價(jià),并吸收互聯(lián)網(wǎng)思維的要點(diǎn),不只從形式,更要從思維上改造電視媒體。電視媒體需要運(yùn)用用戶思維、跨界思維、社會(huì)化思維、創(chuàng)新思維的互聯(lián)網(wǎng)思維,進(jìn)行網(wǎng)絡(luò)化生產(chǎn)、網(wǎng)絡(luò)化傳播與網(wǎng)絡(luò)化盈利。具體可在生產(chǎn)上針對因特網(wǎng)特征進(jìn)行內(nèi)容特制,并針對不同終端進(jìn)行匹配性內(nèi)容生產(chǎn)；在傳播上竭力發(fā)揮網(wǎng)絡(luò)的互動(dòng)優(yōu)勢并發(fā)展全媒體傳播；在盈利上可依托大數(shù)據(jù)、拓展多元營銷渠道。本文希望能夠通過研究,對融媒背景下電視媒體的網(wǎng)絡(luò)化生存進(jìn)行深入、系統(tǒng)的分析,并提出自己的觀點(diǎn),力圖對現(xiàn)有的電視媒體網(wǎng)絡(luò)化研究提供補(bǔ)充,為電視業(yè)界的實(shí)踐提供參考。
[Abstract]:With the progress of technology, mankind has stepped into the era of media convergence. Emerging media and traditional media have cleared their boundaries in the process of competition and cooperation, forming a new media ecology of integration and symbiosis. TV media is inevitably involved in the wave of media convergence. The reality of media convergence has brought great challenges to the survival and development of traditional television media. In this change of media, TV media needs to complete the transformation from content production, mode of transmission to profit mode according to the change of audience's viewing habits. On the other hand, the Internet is developing rapidly with astonishing speed, the network is everywhere in life, and human life presents the characteristics of network. In this context, the television media need to face the exploration of their own way to survive in the network. Combining with the existing research and industry practice, this paper defines "networking" as "the process and result of media relying on the Internet for content production and dissemination. In this context, the study will explore the breakthrough path of television media in this environment from four aspects: first, explore the network environment of television media and the impact of this environment on television media; second, analyze the existing situation of television media network; third, explore the network communication. This paper mainly uses three research methods: literature analysis, case analysis, inductive analysis. Using these three research methods, analysis, integration of existing research results, according to the existing research gaps and shortcomings of the needle. The research results of this paper are as follows: TV media is facing the migration of audience network, advertiser network transfer, new and old media network competition media ring In this networked environment, TV media need to get rid of the clinging communication strategy, lower their price, and absorb Internet thinking. The main points are not only from the form, but also from the thinking of the transformation of television media. The television media needs to use user thinking, cross-border thinking, social thinking, innovative thinking of the Internet thinking, networked production, networked communication and networked profit. Specific in production for the characteristics of the Internet content tailor-made, and for different terminals into Line-matching content production; making full use of the interactive advantages of the network in communication and developing all-media communication; expanding the diversified marketing channels by relying on large data in profit. This paper hopes to be able to make a thorough and systematic analysis of the network survival of TV media under the background of financial media, and put forward its own views, trying to make a thorough analysis of the network survival of TV media under the background of financial media. The existing research on TV media networking provides a supplement for the practice of TV industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.2
本文編號(hào)：2185428
[Abstract]:With the progress of technology, mankind has stepped into the era of media convergence. Emerging media and traditional media have cleared their boundaries in the process of competition and cooperation, forming a new media ecology of integration and symbiosis. TV media is inevitably involved in the wave of media convergence. The reality of media convergence has brought great challenges to the survival and development of traditional television media. In this change of media, TV media needs to complete the transformation from content production, mode of transmission to profit mode according to the change of audience's viewing habits. On the other hand, the Internet is developing rapidly with astonishing speed, the network is everywhere in life, and human life presents the characteristics of network. In this context, the television media need to face the exploration of their own way to survive in the network. Combining with the existing research and industry practice, this paper defines "networking" as "the process and result of media relying on the Internet for content production and dissemination. In this context, the study will explore the breakthrough path of television media in this environment from four aspects: first, explore the network environment of television media and the impact of this environment on television media; second, analyze the existing situation of television media network; third, explore the network communication. This paper mainly uses three research methods: literature analysis, case analysis, inductive analysis. Using these three research methods, analysis, integration of existing research results, according to the existing research gaps and shortcomings of the needle. The research results of this paper are as follows: TV media is facing the migration of audience network, advertiser network transfer, new and old media network competition media ring In this networked environment, TV media need to get rid of the clinging communication strategy, lower their price, and absorb Internet thinking. The main points are not only from the form, but also from the thinking of the transformation of television media. The television media needs to use user thinking, cross-border thinking, social thinking, innovative thinking of the Internet thinking, networked production, networked communication and networked profit. Specific in production for the characteristics of the Internet content tailor-made, and for different terminals into Line-matching content production; making full use of the interactive advantages of the network in communication and developing all-media communication; expanding the diversified marketing channels by relying on large data in profit. This paper hopes to be able to make a thorough and systematic analysis of the network survival of TV media under the background of financial media, and put forward its own views, trying to make a thorough analysis of the network survival of TV media under the background of financial media. The existing research on TV media networking provides a supplement for the practice of TV industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.2
【參考文獻(xiàn)】
相關(guān)期刊論文 前1條
1 呂巖梅;熊艷紅;;反映行業(yè)大格局,洞悉發(fā)展大趨勢——《中國視聽新媒體發(fā)展報(bào)告(2013)》出版[J];新聞戰(zhàn)線;2013年06期
，本文編號(hào)：2185428
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