本文選題：公交移動電視 + 節(jié)目生產(chǎn)��； 參考：《重慶工商大學(xué)》2014年碩士論文

【摘要】：近幾年，層出不窮的新媒體和新科技帶來了傳播的日益多元化和豐富化，對社會、政治、經(jīng)濟(jì)、文化等方面帶來了前所未有的影響和變化。信息資源的不斷過剩、注意力資源的不斷稀缺、受眾的不斷碎片化以及市場競爭的加劇帶來了現(xiàn)有傳播方式的不斷變型。在我國戶外傳播領(lǐng)域，公交車移動電視作為新時代產(chǎn)物在2003年的上海、北京等城市應(yīng)運(yùn)而生。由于它發(fā)展時間很短，又和傳統(tǒng)電視有諸多不同之處，國內(nèi)外無論在理論還是實(shí)踐方面對其研究都相當(dāng)困乏，所以，在公交車移動電視內(nèi)容生產(chǎn)及運(yùn)營方面出現(xiàn)了很多問題，這也讓傳媒運(yùn)營者們感到迷茫和力不從心。 公交移動電視雖是一個新生事物，，但其研究方向是廣而大的，就傳播學(xué)角度而言，就可以在廣告運(yùn)營、內(nèi)容生產(chǎn)、傳播效果、受眾分析、社會影響等諸多方面進(jìn)行研究。本文把界定范圍和研究對象鎖定為重慶的公交移動電視，研究的重點(diǎn)在于分析影響重慶公交移動電視節(jié)目生產(chǎn)的因素，研究電視內(nèi)容產(chǎn)生的傳播效果，并在研究過程中發(fā)現(xiàn)問題，對重慶公交移動電視未來發(fā)展提出合理化的建議。在對受眾研究和節(jié)目分析時，本文以央視媒介市場研究部（CTR）2013年對重慶移動電視媒體的效果評估報(bào)告為依據(jù)，進(jìn)行了大量的理論和數(shù)據(jù)分析，具有一定的實(shí)際參考意義。 同傳統(tǒng)電視一樣，公交移動電視作為公共媒體的一種，本身兼?zhèn)潆p重屬性（上層建筑屬性和信息產(chǎn)業(yè)屬性），在市場競爭日益加劇、商業(yè)模式日漸泛濫化的今天，如何在兩種屬性中把握好“度”，營造一個良好的積極健康的媒介生態(tài)任重而道遠(yuǎn)。
[Abstract]:In recent years, the emergence of new media and new technology has brought about increasingly diversified and enriched communication, which has brought unprecedented influence and changes to society, politics, economy, culture and so on. The surplus of information resources, the scarcity of attention resources, the fragmentation of the audience and the aggravation of the market competition bring about the constant transformation of the existing communication methods. In the field of outdoor communication in China, as a product of the new era, bus mobile television emerged as the times require in Shanghai, Beijing and other cities in 2003. Because of its short development time and many differences with traditional TV, both in theory and in practice, there are many problems in the production and operation of bus mobile TV. This also makes the media operators feel confused and powerless. Although public transport mobile television is a new thing, its research direction is broad and big. From the angle of communication, it can be studied in many aspects, such as advertising operation, content production, communication effect, audience analysis, social influence and so on. This paper focuses on the analysis of the factors affecting the production of public transport mobile TV programs in Chongqing and the transmission effect of TV content. In the course of the research, problems are found, and reasonable suggestions for the future development of Chongqing public transport mobile TV are put forward. In the audience research and program analysis, this paper based on the CCTV Media Market Research Department of CTR2013 to Chongqing Mobile TV media effect evaluation report as the basis, carried out a large number of theoretical and data analysis, has a certain practical reference significance. As with traditional TV, as a kind of public media, public transport mobile TV has dual attributes (superstructure property and information industry attribute). Today, the market competition is becoming more and more intense, and the business model is becoming more and more popular. How to grasp the "degree" in the two attributes and build a good positive and healthy media ecology is a long way to go.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G222

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本文編號：1817642