本文關(guān)鍵詞：關(guān)于中國(guó)網(wǎng)絡(luò)直播熱現(xiàn)象的探究　出處：《山東大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：伴隨著互聯(lián)網(wǎng)技術(shù)的日益成熟和發(fā)展,網(wǎng)絡(luò)直播這種交互性極強(qiáng)的新型媒介形式出現(xiàn)并得到迅速發(fā)展,憑借著豐富的傳播內(nèi)容,多元化的傳播主體以及即時(shí)互動(dòng)性等特點(diǎn),網(wǎng)絡(luò)直播受到大量受眾和資本的關(guān)注,上百家網(wǎng)絡(luò)直播平臺(tái)涌現(xiàn),全民參與到網(wǎng)絡(luò)直播中來(lái),因此2016年被稱為"中國(guó)網(wǎng)絡(luò)直播元年"。網(wǎng)絡(luò)直播熱現(xiàn)象的出現(xiàn)引起了學(xué)界和業(yè)界的普遍關(guān)注,它既是互聯(lián)網(wǎng)發(fā)展大背景下媒體節(jié)目創(chuàng)新的表現(xiàn),同時(shí)受眾的需求也是推動(dòng)網(wǎng)絡(luò)直播火熱的一個(gè)原因。由于網(wǎng)絡(luò)直播是新生事物,所以對(duì)于它的學(xué)術(shù)研究并不是很多,而且研究視角大多有其局限性,缺乏一個(gè)整體的研究思路,本文試圖從中國(guó)網(wǎng)絡(luò)直播的發(fā)展歷史出發(fā),對(duì)其進(jìn)行系統(tǒng)的分類,通過(guò)分析其迅速走紅的外部和內(nèi)部原因,找出其吸引受眾關(guān)注的獨(dú)到之處,通過(guò)分析網(wǎng)絡(luò)直播目前存在的問(wèn)題并提出合理的建議,促進(jìn)網(wǎng)絡(luò)直播持續(xù)健康地發(fā)展,從一個(gè)整體的思路和視角上對(duì)網(wǎng)絡(luò)直播熱現(xiàn)象進(jìn)行研究。本文的研究總共分為五個(gè)章節(jié),第一章緒論部分主要介紹了本文的研究背景、研究對(duì)象、研究目的、研究方法以及關(guān)于網(wǎng)絡(luò)直播的文獻(xiàn)綜述和本文所具備的創(chuàng)新點(diǎn),其中本文在選題的新穎性、研究對(duì)象的全面性和研究方法的科學(xué)性三方面具有較大的優(yōu)勢(shì)。第二章對(duì)于網(wǎng)絡(luò)直播的定義進(jìn)行了解讀,并且在前人研究的基礎(chǔ)上對(duì)于網(wǎng)絡(luò)直播進(jìn)行了更為全面和科學(xué)的分類。第三章回顧了中國(guó)網(wǎng)絡(luò)直播誕生和發(fā)展的歷史,并從宏觀社會(huì)環(huán)境、自身環(huán)境和媒介環(huán)境三個(gè)方面研究分析了網(wǎng)絡(luò)直播迅速走紅的原因。第四章在筆者所做的調(diào)查問(wèn)卷基礎(chǔ)上,分析了受眾對(duì)于網(wǎng)絡(luò)直播的態(tài)度,接觸情況和觀看頻率,觀看動(dòng)機(jī)和習(xí)慣以及觀看過(guò)程中的行為模式等幾個(gè)方面,為本文的研究提供了一個(gè)數(shù)據(jù)上的支持,并且對(duì)受眾網(wǎng)絡(luò)直播的接受心理進(jìn)行了完整的分析。第五章依據(jù)問(wèn)卷調(diào)查的結(jié)果和相關(guān)內(nèi)容的研究,找出并分析了中國(guó)網(wǎng)絡(luò)直播目前存在的問(wèn)題,主要存在低俗信息泛濫、節(jié)目同質(zhì)化嚴(yán)重以及數(shù)據(jù)造假等現(xiàn)象,并且本文在對(duì)其存在的問(wèn)題進(jìn)行深度剖析的基礎(chǔ)上提出了網(wǎng)絡(luò)直播的發(fā)展策略,包括加強(qiáng)監(jiān)管、差異化發(fā)展、打通線上與線下、凸顯網(wǎng)絡(luò)直播的"工具屬性"、借助VR技術(shù)提升用戶體驗(yàn)等多個(gè)策略,在滿足受眾需求的基礎(chǔ)上實(shí)現(xiàn)快速健康地發(fā)展�，F(xiàn)階段的網(wǎng)絡(luò)直播還存在著諸多的問(wèn)題,發(fā)展模式還不夠成熟,傳播策略還不夠清晰,可能還無(wú)法滿足受眾不同的需求,但筆者相信,網(wǎng)絡(luò)直播這一新興的媒介形式在未來(lái)會(huì)發(fā)展的更加完善,目前存在的問(wèn)題也會(huì)逐步得到解決,筆者希望通過(guò)本文中對(duì)于網(wǎng)絡(luò)直播本身以及對(duì)于受眾的分析為中國(guó)網(wǎng)絡(luò)直播快速健康發(fā)展貢獻(xiàn)一份力量,同時(shí)實(shí)現(xiàn)本文的研究目的,為學(xué)術(shù)界和業(yè)界貢獻(xiàn)一份力量。
[Abstract]:Along with the Internet technology and the increasingly mature development, network broadcast the new media form this highly interactive and rapid development, with the dissemination of content rich, diverse communication subject and interactive features, network broadcast by a large number of audience and capital concern, hundreds of people involved in the network broadcast platform emerged. To live in the network, so in 2016 called "Chinese webcast first year". The hot phenomenon of webcast has aroused widespread concern in academia and industry. It is the manifestation of media program innovation under the background of the development of the Internet. Meanwhile, the demand of the audience is also a hot reason for promoting the live webcast. The webcast is a new thing, so it is not a lot of academic research, but most research perspective has its limitations, the lack of an overall research ideas, this paper attempts to broadcast from the China network development history of the system of the classification, through the analysis of the rapid rise of the external and internal reasons, find out it attracts the audience attention through the analysis of the webcast originality, the existing problems and put forward reasonable suggestions to promote the sustainable and healthy development of the network broadcast, from an overall perspective of ideas and to study the phenomenon of thermal network broadcast. This paper is divided into five chapters, the first chapter mainly introduces the research background, research object, research purpose, research methods and innovations have a webcast of the literature review and this paper, which based on the novel, the research object of the topic and the research methods of comprehensive science three advantages. The second chapter interprets the definition of network live broadcast, and has carried on a more comprehensive and scientific classification to the network live broadcast on the basis of previous research. The third chapter reviews the history of the birth and development of webcast in China, and analyzes the reasons for the rapid popularity of webcast from three aspects: the macro social environment, the self environment and the media environment. The fourth chapter the author based on a questionnaire, analysis of the audience for the webcast attitude, contact and viewing frequency, viewing motivation and habits as well as several behavioral patterns in the process of viewing, provides a data support for the research of this paper, and the audience accept live network psychology a complete analysis. The fifth chapter is the research according to the results of questionnaire survey and related content, find out and analyze the Chinese webcast existing problems mainly exist in flood, vulgar information and data show the homogenization of serious fraud phenomenon, and based on the in-depth analysis of the existing problems put forward the development strategy of the webcast, including strengthen supervision, differentiated development, open online and offline, highlighting the network broadcast "tool properties, using VR technology to enhance the user experience a number of strategies to meet the needs of the audience on the basis to achieve rapid and healthy development. At this stage the webcast also exist many problems, the development mode is not mature enough, communication strategies are not clear enough, may not meet the needs of different audiences, but I believe that the network broadcast of this new media form more perfect in the future development, the existing problems will gradually be resolved. I hope that through this paper for the webcast itself and for the analysis of the audience for China webcast contribution of rapid and healthy development of a force, and achieve the purpose of this study, contribute to a force for academic and industry capacity.
【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】：2017
【分類號(hào)】：G206

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