本文選題：軟傳播 + 概念　； 參考：《遼寧大學(xué)》2012年碩士論文

【摘要】：本文的研究對象是軟傳播概念。 “軟傳播”最早以概念形式出現(xiàn)是在2000年張鳳鑄等著的《影視藝術(shù)新論》中，其觀點是“將具有審美情趣、文化意義的信息通過潛移默化的方式滲透到傳播對象頭腦中去”，至今十幾年的時間里，對軟傳播的概念界定多種多樣，紛繁不一。 對現(xiàn)有軟傳播概念界定有三類述說：一是認(rèn)為軟傳播是公關(guān)活動；二是認(rèn)為軟傳播是看似新聞非新聞、看似廣告非廣告的軟文；三是認(rèn)為軟傳播是傳播者和受傳者平視角度。從這三類概念分析，，其表述方式、表述角度、實現(xiàn)形式均不相同。 本文從概念的涵容性、實際傳播的應(yīng)用、市場經(jīng)營行為混亂、企業(yè)傳播指導(dǎo)效果四個方面分別論證了現(xiàn)有的軟傳播概念帶來的問題。 本文對現(xiàn)有軟傳播概念產(chǎn)生問題進(jìn)行了分析，從傳播原則上、傳播目標(biāo)上、表現(xiàn)方式上分析公關(guān)概念與軟傳播概念的相同、重疊部分與不同之處，從經(jīng)營行為、表現(xiàn)方式、作用效果上分析軟傳播概念與軟文概念的關(guān)系，對于現(xiàn)有的第三種軟傳播概念，本文對其合理部分進(jìn)行汲取，對于其實現(xiàn)載體形式的分類進(jìn)行了合理、客觀的分析。 本文通過公關(guān)概念、軟文概念、隱蔽式傳播、合理分析傳受雙方平等視角，將軟傳播的傳播原則、傳播目標(biāo)、經(jīng)營行為、表現(xiàn)方式、作用效果上都有一個明確的廓清和清晰的把握，這是是科學(xué)解釋、界定軟傳播概念的基礎(chǔ)。 重新界定軟傳播概念，對企業(yè)來講有比較深遠(yuǎn)的應(yīng)用價值，比如明確廣義與狹義，促使企業(yè)商業(yè)言論呈現(xiàn)正確的話語空間；重視內(nèi)容的分享與互動，有效降低廣告?zhèn)鞑バ畔⒉粚ΨQ；立足于受眾視角，有助于全面理解“受眾為本”的傳播思想；認(rèn)清軟傳播本質(zhì)，謀求企業(yè)與受眾長久忠誠的合作模式。
[Abstract]:The object of this paper is the concept of soft propagation. "soft communication" first appeared in the form of concept in the "New Theory of Film and Television Art" written by Zhang Fengzhu and others in 2000. Its view is that "the information with aesthetic interest and cultural significance will be infiltrated into the mind of the object of communication in a subtle way." In the past ten years, the concept of soft communication has been defined in a variety of ways. There are three kinds of definitions of soft communication: one is that soft communication is a public relations activity; the other is that soft communication is a soft article that looks like news not news and advertisement is not advertisement; third, soft communication is considered to be the perspective of communicator and receiver. From these three kinds of concept analysis, its expression way, expression angle, realization form are all different. This paper discusses the problems brought by the existing concept of soft communication from four aspects: the concept of tolerance, the application of actual communication, the confusion of market management behavior, and the guiding effect of enterprise communication. This paper analyzes the problems of the existing concept of soft communication, analyzes the same, overlapping parts and differences between the concept of public relations and the concept of soft communication in terms of communication principles, communication objectives, and modes of expression, as well as from the aspects of business behavior and performance, and analyzes the differences between the concept of public relations and the concept of soft communication. The relationship between the concept of soft communication and the concept of soft text is analyzed in effect. For the third kind of concept of soft communication, the reasonable part is drawn, and the classification of carrier form is analyzed rationally and objectively. Through the concept of public relations, soft text concept, covert communication, reasonable analysis of both sides of the transmission of equal perspective, soft communication principles, communication objectives, business behavior, performance, There is a clear clearance and a clear grasp of the effect, which is the basis of scientific interpretation and definition of soft communication. Redefining the concept of soft communication has far-reaching application value for enterprises, such as defining broad sense and narrow sense, promoting business speech to present correct discourse space, paying attention to content sharing and interaction. Effectively reducing the information asymmetry of advertising communication; based on the audience perspective, it is helpful to understand the "audience oriented" communication thought; to recognize the essence of soft communication; to seek a long-term loyal cooperation mode between enterprise and audience.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G206

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本文編號：1852513