【摘要】： 在互聯(lián)網(wǎng)等新興媒體的沖擊下,報(bào)刊、雜志等紙質(zhì)媒體正在遭遇前所未有的挑戰(zhàn),廣告收入下滑,讀者流失嚴(yán)重。面對(duì)困境,紙媒窮極思變,紛紛加快數(shù)字化轉(zhuǎn)型。彩信手機(jī)報(bào),正是傳統(tǒng)紙媒布局手機(jī)媒體的一塊敲門磚。對(duì)于正在摩拳擦掌、打算推出自己的彩信手機(jī)報(bào)的紙質(zhì)媒體來說,他們亟需全面、透徹地了解彩信手機(jī)報(bào)的發(fā)展現(xiàn)狀和傳播特性、當(dāng)前發(fā)展困境及對(duì)策等。因此,對(duì)彩信手機(jī)報(bào)進(jìn)行深入研究,具有極強(qiáng)的現(xiàn)實(shí)意義。 本研究主要從彩信手機(jī)報(bào)的發(fā)展現(xiàn)狀、傳播過程要素、發(fā)展困境和對(duì)策三個(gè)方面展開論述。第一章指出研究背景和意義、研究對(duì)象和研究方法,并在文獻(xiàn)綜述部分總結(jié)了國內(nèi)手機(jī)報(bào)的研究現(xiàn)狀和主要成果。第二章重點(diǎn)闡述了手機(jī)報(bào)的概念、分類及發(fā)展簡史,并以中國移動(dòng)全國手機(jī)報(bào)為案例,對(duì)國內(nèi)彩信手機(jī)報(bào)的發(fā)展現(xiàn)狀作了簡要分析。第三章是本研究的重點(diǎn),以拉斯韋爾的“5W模式”為研究框架,分析了彩信手機(jī)報(bào)傳播過程的五要素——傳播者、內(nèi)容、媒介、受眾和傳播效果。第四章對(duì)彩信手機(jī)報(bào)面臨的發(fā)展困境進(jìn)行了探討,并試探性地提出了幾點(diǎn)對(duì)策。第五章為結(jié)語部分,對(duì)本研究進(jìn)行了回顧和總結(jié)。 在對(duì)已有研究進(jìn)行系統(tǒng)回顧和梳理的基礎(chǔ)上,本論文綜合運(yùn)用文獻(xiàn)研究、問卷調(diào)查、訪談法、個(gè)案研究、比較分析等研究方法,主要得出以下結(jié)論： 1、彩信手機(jī)報(bào)在內(nèi)容上呈現(xiàn)出文本短小精悍、語言凝練風(fēng)趣、敘事結(jié)構(gòu)簡單化、重輕松求好看、延展性不足等特性；同時(shí),彩信手機(jī)報(bào)的受眾群體偏窄,閱讀習(xí)慣傾向于“填空式”閱讀,更偏好新聞資訊類信息。 2、為克服彩信手機(jī)報(bào)面臨的發(fā)展困境,需要著重增強(qiáng)內(nèi)容策劃意識(shí),提升內(nèi)容編輯和版面設(shè)計(jì)技巧,并積極向網(wǎng)站型手機(jī)報(bào)和客戶端手機(jī)報(bào)過渡。
[Abstract]:Under the impact of the Internet and other emerging media, newspapers, magazines and other paper-based media are facing unprecedented challenges, advertising revenue decline, serious loss of readers. For the paper-based media that launch their own MMS mobile newspaper, they need to fully understand the development status and dissemination characteristics of MMS mobile newspaper, the current development difficulties and countermeasures.
The first chapter points out the research background and significance, research objects and research methods, and summarizes the research status and main achievements of domestic mobile newspapers in the literature review part. The second chapter focuses on the overview of mobile newspapers. The third chapter is the focus of this study. Taking Lasswell's "5W model" as the research framework, this paper analyzes the five elements of the MMS mobile newspaper communication process - disseminator, content, media, audience and dissemination. The fourth chapter discusses the development dilemma faced by MMS mobile newspaper, and tentatively puts forward some countermeasures. The fifth chapter is the conclusion, which reviews and summarizes the research.
On the basis of reviewing and sorting out the existing research, this paper uses literature research, questionnaire survey, interview method, case study, comparative analysis and other research methods, mainly draws the following conclusions:
1. MMS Mobile Newspaper has the characteristics of short and concise text, concise and interesting language, simple narrative structure, easy to look good, lack of extensibility, etc. At the same time, the audience of MMS Mobile Newspaper is narrow, reading habits tend to "fill in the blanks" reading, preferring news information.
2. In order to overcome the predicament of MMS mobile newspaper, we need to strengthen the consciousness of content planning, improve the skills of content editing and layout design, and actively transit to website mobile newspaper and client mobile newspaper.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：G206

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 李朝陽;《中學(xué)生學(xué)習(xí)手機(jī)報(bào)》運(yùn)營機(jī)制研究[D];西南大學(xué);2011年

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本文編號(hào)：2215341