發(fā)布時(shí)間：2018-02-01 01:26

  本文關(guān)鍵詞： 媒介融合 網(wǎng)站自制節(jié)目 電視節(jié)目 “反哺”效應(yīng)　出處：《鄭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：經(jīng)過(guò)十年的快速發(fā)展之后,國(guó)內(nèi)視頻網(wǎng)站已經(jīng)逐漸開始擺脫內(nèi)容上對(duì)傳統(tǒng)電視臺(tái)的絕對(duì)依賴,進(jìn)入到了轉(zhuǎn)變商業(yè)模式、挖掘用戶價(jià)值的內(nèi)涵式發(fā)展階段。自2014年開始,大力發(fā)展自制節(jié)目成為各大視頻網(wǎng)站發(fā)展的戰(zhàn)略選擇。本文以網(wǎng)站自制節(jié)目對(duì)電視的“反哺”趨勢(shì)為研究對(duì)象,首先分析了自制節(jié)目興起的內(nèi)外因素、傳播特征和發(fā)展現(xiàn)狀,繼而闡述了視頻網(wǎng)站自制節(jié)目“反哺”電視的形成原因、“反哺”方式及“反哺”效果,并從受眾、內(nèi)容、渠道和臺(tái)網(wǎng)關(guān)系方面提出了提升“反哺”效應(yīng)的途徑,推動(dòng)不同媒介間的深度融合。本文認(rèn)為,視頻網(wǎng)站加大自制節(jié)目投入力度,其影響因素包括內(nèi)外兩個(gè)方面。從外部環(huán)境來(lái)看,文化消費(fèi)市場(chǎng)的爆發(fā)、國(guó)外自制模式的帶動(dòng)、碎片化內(nèi)容的興起、分眾化市場(chǎng)的形成、國(guó)家政策的調(diào)整等五種因素促使自制節(jié)目成為新熱點(diǎn);而行業(yè)內(nèi)部還暴露出追求差異化競(jìng)爭(zhēng)、降低版權(quán)成本、擴(kuò)展?fàn)I銷空間等三種發(fā)展需求。網(wǎng)站自制節(jié)目在互聯(lián)網(wǎng)平臺(tái)的傳播過(guò)程中,也呈現(xiàn)出不同于傳統(tǒng)電視節(jié)目的三大特征,即跨媒體多屏傳播形態(tài)、用戶本位型傳播指向、滿足個(gè)性訴求的傳播機(jī)制。本文認(rèn)為,網(wǎng)站自制節(jié)目對(duì)電視的“反哺”趨勢(shì)的出現(xiàn),主要包括三個(gè)方面的原因:一是視頻網(wǎng)站內(nèi)容生產(chǎn)質(zhì)量的提高,二是電視平臺(tái)順應(yīng)媒介融合潮流的發(fā)展需要,三是社會(huì)環(huán)境涵化不同受眾的現(xiàn)實(shí)需求。具體表現(xiàn)為理念、渠道、內(nèi)容乃至節(jié)目形式的多層面“反哺”。從效果上來(lái)看,“反哺”趨勢(shì)不僅加速了媒介深度融合的步伐,重聚了流失的電視觀眾,也滿足了受眾的多元化需求。據(jù)此,本文提出提升“反哺”效應(yīng),推動(dòng)媒介間的深度融合應(yīng)該從四個(gè)方面下功夫:在受眾需求上深度挖掘用戶數(shù)據(jù),精準(zhǔn)服務(wù)目標(biāo)受眾;在內(nèi)容生產(chǎn)上著力提升原創(chuàng)品質(zhì),明確規(guī)范加強(qiáng)審查;在節(jié)目輸出上遵從規(guī)律量體裁衣,追求節(jié)目差異傳播;在臺(tái)網(wǎng)關(guān)系上,探索新型合作模式,實(shí)現(xiàn)臺(tái)網(wǎng)互利共贏。
[Abstract]:After a decade of rapid development, domestic video websites have gradually begun to get rid of the content of the absolute dependence on traditional television stations, into the transformation of business models. Explore the meaning of user value development stage. Since 2014. The development of homemade programs has become a strategic choice for the development of major video websites. This paper takes the trend of "feedback" of home-made programming on TV as the research object, and first analyzes the internal and external factors of the rise of home-made programs. The characteristics of communication and the current situation of development, and then elaborated the video website homemade program "back feeding" TV formation reasons, "back feeding" mode and "back feeding" effect, and from the audience, content. The relationship between channel and network puts forward the way to enhance the "back feeding" effect and promote the deep fusion between different media. This paper believes that the video website increases the investment of homemade programs. From the external environment, the outbreak of cultural consumption market, the drive of foreign self-made model, the rise of fragmentation content, the formation of focus market. Five factors, such as the adjustment of national policy, urge the self-made programs to become a new hot spot. And the industry also exposed the pursuit of differentiated competition, reduce the cost of copyright, expand marketing space and other three development needs. Website homemade programs in the dissemination process of the Internet platform. There are also three characteristics that are different from traditional TV programs, that is, cross-media multi-screen communication mode, user-oriented communication direction, to meet the individual needs of the communication mechanism. The appearance of the "back feeding" trend of the self-made program on the website mainly includes three reasons: the improvement of the content production quality of the video website, and the adaptation of the TV platform to the development needs of the media convergence trend. Third, the social environment acculturates the realistic needs of different audiences. The concrete manifestation is the concept, the channel, the content and even the program form multi-level "feedback". From the effect point of view. The trend of "back feeding" not only accelerates the pace of the deep integration of the media, regroups the lost TV audience, but also meets the diverse needs of the audience. Accordingly, this paper proposes to promote the "feedback" effect. To promote the deep fusion of media, we should make great efforts in four aspects: mining user data deeply on the demand of the audience, and accurately serving the target audience; In the content production efforts to improve the original quality, clear and standardized to strengthen the review; In the program output to comply with the law of tailoring, the pursuit of differential transmission of the program; In the Taiwan network relations, explore a new mode of cooperation to achieve mutual benefit and win-win.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G222

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本文編號(hào)：1480536