本文關(guān)鍵詞：全媒體環(huán)境下受眾的“媒體共同使用行為”研究　出處：《西北大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 媒體共同使用行為 多屏 多媒體互動(dòng) 受眾研究 全媒體環(huán)境

【摘要】：如今,社會(huì)已進(jìn)入“讀屏?xí)r代”,“屏”在此也可理解為媒體設(shè)備。由終端屏幕組合而成的視頻矩陣使“我們不得不承認(rèn)多屏?xí)r代已被激活”。某種程度上來(lái)說(shuō),與多媒體融合、互動(dòng)相關(guān)的技術(shù)發(fā)展開(kāi)拓了媒介傳播的新態(tài)勢(shì)。而此處所指的“多屏”也是媒體共同使用行為的一種,對(duì)于媒體共同使用行為的出現(xiàn)成因和發(fā)展情況以及媒體設(shè)備同時(shí)性共用過(guò)程中的受眾行為研究分析是本文的核心內(nèi)容。首先,需要明確本文所處的媒體環(huán)境,也就是正文提到的“全媒體”背景,明晰分辨“全媒體”“多屏”“跨屏”“媒體共同使用行為”幾個(gè)名詞概念。通過(guò)次級(jí)資料分析法,了解國(guó)內(nèi)外媒體共同使用行為的研究現(xiàn)狀。梳理媒體共同使用行為的出現(xiàn)、發(fā)展與普及過(guò)程,包含多媒體互動(dòng)技術(shù)(如DLNA、Airplay和Miracast)、三網(wǎng)融合環(huán)境下媒體間的內(nèi)容流轉(zhuǎn)、基于社群互動(dòng)的媒體設(shè)備共用現(xiàn)象,以上都為媒體共同使用行為提供了充足前提。另外,全媒體時(shí)代重新構(gòu)建的受眾群體特征也是本文關(guān)注的重點(diǎn)內(nèi)容。受眾注意力的再聚合、群體的重疊化都屬于媒體共同使用行為下的受眾屬性,此部分內(nèi)容的梳理與歸納是本文的切入點(diǎn)。其次,使用數(shù)據(jù)分析軟件對(duì)受眾媒體共用習(xí)慣的問(wèn)卷結(jié)果進(jìn)行分析與解讀是本文的著力點(diǎn)。在網(wǎng)絡(luò)平臺(tái)發(fā)布1010份問(wèn)卷,通過(guò)數(shù)據(jù)分析工具SPSS軟件進(jìn)行數(shù)據(jù)分析,具體的軟件分析方法包含頻數(shù)分析、雙變量統(tǒng)計(jì)分析、X2檢驗(yàn)(卡方檢驗(yàn))、因子分析和聚類(lèi)分析。簡(jiǎn)單來(lái)說(shuō),就是將數(shù)據(jù)處理后,通過(guò)軟件分析被調(diào)查者的單一媒體、媒體共同使用行為習(xí)慣,對(duì)媒體共同使用行為動(dòng)機(jī)進(jìn)行歸因分析。本文所得結(jié)論可概括為以下幾點(diǎn):受眾的單一媒體使用習(xí)慣中,手機(jī)的使用頻次最高,一周內(nèi)每日使用手機(jī)的受眾占比66.8%,這個(gè)數(shù)值幾乎是電視的兩倍;媒體共同使用行為中,由于手機(jī)的社交性與操作性原因,受眾關(guān)注手機(jī)信息較多,電視更多作為“背景音”存在;具有媒體共同使用習(xí)慣的群體數(shù)量有增加趨勢(shì),受眾的媒體共同使用行為習(xí)慣與受眾本身對(duì)于媒體設(shè)備的粘粘程度有關(guān),本身有媒體重度使用習(xí)慣的受眾更容易養(yǎng)成媒體共同使用行為習(xí)慣;媒體共同使用行為動(dòng)機(jī)中,“便易獲取性動(dòng)機(jī)”為主要因素。本文嘗試緊密?chē)@媒體共同使用行為的出現(xiàn)成因和發(fā)展過(guò)程,突出這一行為背后的受眾特征和數(shù)據(jù)的客觀性、代表性。力求該定量研究分析結(jié)果的權(quán)威性與實(shí)操性,旨在一定程度上發(fā)現(xiàn)受眾在媒體共同使用行為過(guò)程中的共同特征與實(shí)踐運(yùn)用意義。
[Abstract]:Today, society has entered the "screen reading era." "screen" is also understood here as a media device. The video matrix made up of terminal screens makes "we have to admit that the multi-screen era has been activated." to some extent, it is integrated with multimedia. Interactive technological developments have opened up new trends in media communication, and the term "multi-screen" in this context is also a form of media co-use. It is the core content of this paper to analyze the causes and development of media co-use behavior and the audience behavior in the process of simultaneous sharing of media devices. First of all, it is necessary to clarify the media environment in this paper. This is the background of "all media" mentioned in the text, and the concepts of "all media", "multi-screen", "cross-screen" and "common use of media" are clearly distinguished. Understand the current situation of media co-use behavior at home and abroad. Comb the emergence, development and popularization of media co-use behavior, including multimedia interactive technology (such as DLNA). Airplay and Miracastan, the content flow between media in the environment of three-network convergence, the phenomenon of media device sharing based on community interaction. In addition, the characteristics of audience groups reconstructed in the whole media era are also the focus of this paper. The overlapping of the group belongs to the audience attribute under the common use behavior of the media. The combing and induction of this part of the content is the breakthrough point of this paper. Secondly. Using data analysis software to analyze and interpret the questionnaire results of media sharing habits is the focus of this paper. 1010 questionnaires are published on the network platform. Through the data analysis tool SPSS software to carry on the data analysis, the concrete software analysis method includes the frequency analysis, the bivariate statistical analysis X2 test (chi-square test). Factor analysis and clustering analysis. Simply put, after the data processing, through software analysis of the single media, the media common use of behavior habits. The conclusion of this paper can be summarized as follows: in the single media usage habits of the audience, the frequency of mobile phone use is the highest. The number of people who use mobile phones every day for a week is 66. 8%, almost twice as much as TV. In the common use of media, because of the social and operational reasons of mobile phone, the audience pays more attention to mobile phone information, and TV exists more as "background sound". There is an increasing trend in the number of groups with the habit of common use of the media, and the behavior habits of the media common use of the audience is related to the adhesive degree of the audience itself to the media equipment. It is easier for the audience who have the heavy use habit of media to form the behavior habit of common use of media. Among the motivations of media co-use, "easy to obtain sex motivation" is the main factor. This paper tries to focus closely on the emergence and development process of media co-use behavior. Highlight the characteristics of the audience behind this behavior and the objectivity of the data, representativeness. Strive for the quantitative analysis of the results of the authoritative and practical. The purpose of this paper is to find out the common characteristics and practical significance of audience in the process of media sharing.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206
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本文編號(hào)：1412978