本文關(guān)鍵詞：電視綜藝節(jié)目微信公眾平臺(tái)互動(dòng)傳播研究　出處：《湖南大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

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【摘要】：如果說以電視為代表的舊媒介側(cè)重于播送、傳達(dá);那么,以手機(jī)為代表的新媒介則高度關(guān)注參與、互動(dòng)。新媒介的橫空出世劇烈沖擊著舊媒介的傳播機(jī)制,換言之,“播送、傳達(dá)”最好也要經(jīng)由“參與、互動(dòng)”方式,在信息推送的同時(shí)開展互動(dòng)交流,事半功倍。面對(duì)新形勢(shì)下的數(shù)字化網(wǎng)絡(luò)生存格局,電視媒介如何在新媒介浪潮中立于不敗之地?筆者較為認(rèn)同的策略、方式是整合既有資源的基礎(chǔ)上,將富有黏性的新媒體作為自己的新工具、新陣地,增強(qiáng)與新媒體的互動(dòng)傳播,促進(jìn)傳播價(jià)值、傳播效果的最大化。2012年8月,作為移動(dòng)社交媒體的微信推出其新的功能板塊——“微信公眾平臺(tái)”。在當(dāng)今媒介融合的時(shí)代,傳統(tǒng)媒介與新媒介的嫁接勢(shì)在必行,“+微信公眾平臺(tái)”也是電視跨越性發(fā)展的重要途徑。事實(shí)上,越來越多的電視節(jié)目已經(jīng)開通了微信公眾號(hào)——傳播預(yù)告信息、收集觀眾意見、組織線下活動(dòng)等,占據(jù)新生領(lǐng)域中的一席之地,爭(zhēng)取更多的受眾和話語權(quán),電視綜藝節(jié)目也不例外。有鑒于此,本文致力于論述電視綜藝節(jié)目微信公眾平臺(tái)的互動(dòng)傳播。首先,分析這一平臺(tái)互動(dòng)傳播的方式;隨后,分析互動(dòng)傳播的特征;接下來,通過述評(píng)幾檔不同類型的綜藝節(jié)目微信公眾平臺(tái),從平臺(tái)自身的發(fā)展、受眾體驗(yàn)以及對(duì)電視綜藝節(jié)目的影響等方面,分析互動(dòng)傳播的效果;最后,考察幾檔電視綜藝節(jié)目對(duì)微信公眾平臺(tái)建設(shè)的重視程度,審視這一平臺(tái)自身的局限性及其傳播內(nèi)容、用戶體驗(yàn)等方面,分析現(xiàn)階段制約平臺(tái)發(fā)展的因素,然后提出若干建議,力求有助于電視媒介拓寬傳播渠道、革新傳播模式,增強(qiáng)與受眾的互動(dòng),促使電視綜藝節(jié)目微信公眾平臺(tái)進(jìn)一步發(fā)展。
[Abstract]:If the old media represented by television focus on broadcasting, communication; So, the new media represented by the mobile phone is highly concerned about participation and interaction. The emergence of new media has a fierce impact on the communication mechanism of the old media, in other words, "broadcast, convey" is best through "participation". The interactive way is to carry out the interactive communication while the information is being pushed. In the face of the digital network survival pattern under the new situation, how can the TV media be in an invincible position in the new media wave? I agree with the strategy, the way is to integrate the existing resources on the basis of viscous new media as their own new tools, new positions, to enhance the interactive communication with new media, to promote the value of communication. In August 2012, WeChat, as a mobile social media, launched its new functional section, "WeChat Public platform". In the era of media convergence. The grafting of traditional media and new media is imperative, "WeChat public platform" is also an important way for the development of television leapfrogging. More and more TV programs have opened WeChat Official account-to disseminate advance information, collect audience opinions, organize offline activities and so on, occupy a place in the nascent field, and strive for more audiences and voice rights. TV variety show is no exception. In view of this, this paper is devoted to discuss the interactive communication of WeChat public platform of TV variety show. First, analyze the mode of interactive communication on this platform; Then, the characteristics of interactive communication are analyzed. Then, through the review of several different types of variety show WeChat public platform, from the development of the platform itself, audience experience and the impact on television variety programs, the effect of interactive communication is analyzed. Finally, it examines the importance of several TV variety programs to the construction of WeChat public platform, examines the limitations of the platform itself and its dissemination content, user experience and so on, and analyzes the factors restricting the development of the platform at this stage. Then some suggestions are put forward to help TV media widen the channel of communication, innovate the communication mode, enhance the interaction with the audience, and promote the further development of the WeChat public platform of TV variety programs.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G220.7
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本文編號(hào)：1365395