本文選題：傳播模式　切入點(diǎn)：社會(huì)化媒體　出處：《華中師范大學(xué)》2015年碩士論文

【摘要】：本論文以社會(huì)化媒體語(yǔ)境下的電視傳播模式為研究對(duì)象,在國(guó)內(nèi)外新舊媒體研究的基礎(chǔ)上,對(duì)媒介的研究細(xì)化為代表樣本——電視媒體與社會(huì)化媒體進(jìn)行闡述研究。追溯結(jié)合以英尼斯、麥克盧漢等學(xué)者為代表的媒介形態(tài)理論,探討如何完成新型電視傳播模式的重塑。本論文的主體包括引言、正文和結(jié)語(yǔ)三個(gè)部分。引言交代了本文的研究背景、研究現(xiàn)狀、研究目的、研究意義、研究問(wèn)題、研究方法、理論指導(dǎo)及創(chuàng)新之處。正文共分四章。第一章對(duì)社會(huì)化媒體的概念性闡述,包括社會(huì)化媒體的界定、特征與演進(jìn)研究,以及對(duì)“電視消亡說(shuō)”的質(zhì)疑與回應(yīng)。盡管社會(huì)化媒體對(duì)電視媒體產(chǎn)生了強(qiáng)大的沖擊力,但兩者也在潛移默化中相互融合與相互借鑒,這與其媒介形態(tài)差異性有關(guān)。第二章是對(duì)社會(huì)化媒體語(yǔ)境下傳統(tǒng)電視傳播模式的變化研究。傳統(tǒng)的電視傳播模式是基于資源壟斷的封閉傳播系統(tǒng),在社會(huì)化媒體語(yǔ)境下,電視開(kāi)始與電腦、手機(jī)三屏聯(lián)動(dòng)。傳播內(nèi)容上,“時(shí)間”向“空間”的轉(zhuǎn)換讓內(nèi)容趨向離散化,傳播方式更加多極化,受眾的審美意趣從大眾化向定制化方向轉(zhuǎn)移,接收方式開(kāi)始進(jìn)入多屏觀看階段。第三章從信息技術(shù)、社會(huì)政治經(jīng)濟(jì)體制、受眾角色三個(gè)維度探析電視傳播模式變遷的現(xiàn)實(shí)根源。數(shù)字化技術(shù)、多媒體技術(shù)的發(fā)展開(kāi)拓了社會(huì)化媒體賴(lài)以抗衡電視媒介的土壤,從消極的受眾到積極受眾角色的轉(zhuǎn)向?yàn)殡娨暷Ｊ阶冞w提供了必要性。除此之外,國(guó)家、經(jīng)濟(jì)制度的變革也是誘因之一。第四章對(duì)未來(lái)電視傳播模式的發(fā)展前景做出了大膽預(yù)測(cè),分析了傳媒革命給媒介生態(tài)、社會(huì)層面等帶來(lái)的可能性。當(dāng)然,其中也暗含著技術(shù)統(tǒng)治下媒介存在的種種迷思,主要表現(xiàn)為媒介麻痹癥、信息過(guò)載的存在。結(jié)語(yǔ)是本論文的升華和補(bǔ)充,主要借鑒了邵培仁、麥克盧漢等傳播學(xué)者有關(guān)媒介發(fā)展的理論成果,墨守成規(guī)或者是削足適履經(jīng)漫長(zhǎng)的傳播史驗(yàn)證都是不可取的。
[Abstract]:On the basis of the research of new and old media at home and abroad, this thesis focuses on the TV communication mode in the context of social media, and expounds the research on media refinement as a representative sample-TV media and social media.Combining the theory of media morphology represented by Innes, McLuhan and other scholars, this paper discusses how to remodel the new mode of TV communication.The main body of this thesis consists of three parts: introduction, text and conclusion.The introduction explains the research background, present situation, research purpose, research significance, research problems, research methods, theoretical guidance and innovation.The text is divided into four chapters.The first chapter describes the concept of social media, including the definition, characteristics and evolution of social media, as well as the question and response to the theory of television demise.Although social media has a powerful impact on TV media, they also merge and learn from each other, which is related to the difference of media form.The second chapter studies the change of traditional TV communication mode in the context of social media.The traditional mode of TV communication is a closed communication system based on monopoly of resources. In the context of social media, TV begins to interact with computer and mobile phone.On the content of communication, the conversion of "time" to "space" makes the content become discrete, the mode of communication becomes more multipolar, the aesthetic interest of the audience shifts from popularization to customization, and the receiving mode begins to enter the stage of multi-screen viewing.The third chapter analyzes the realistic root of the change of TV communication mode from the three dimensions of information technology, social political economic system and audience role.The development of digital technology and multimedia technology has opened up the soil of social media to counteract TV media. The shift from passive audience to positive audience role provides the necessity for the change of television mode.In addition, the country, the reform of the economic system is also one of the incentives.Chapter four makes a bold prediction of the future TV communication mode, and analyzes the possibility of the media revolution to the media ecology, social level and so on.Of course, there are also some myths about media under the rule of technology, mainly manifested in the presence of vector paralysis and information overload.The conclusion is the sublimation and supplement of this paper, mainly drawing lessons from Shao Peiren, McLuhan and other communication scholars about the theoretical achievements of media development.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G206;G220

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