本文選題：中學教育　切入點：微信公號　出處：《山東師范大學》2017年碩士論文

【摘要】：在移動互聯(lián)網(wǎng)迅速發(fā)展的今天,微信作為一個基于互聯(lián)網(wǎng)的手機即時通訊應用,已經(jīng)占據(jù)了國內(nèi)90%以上的智能手機。在各種不斷更新迭代的功能中,公眾號是微信占領市場的里程碑式功能。本研究選定中學教育類微信公號作為研究對象,主要運用文獻研究法、內(nèi)容分析法和問卷調(diào)查法從傳播學的視角對其傳播效果進行研究,結合其不足之處,提出了增強傳播效果應該以滿足受眾需求為核心,增加互動推廣、豐富內(nèi)容形式、細化數(shù)據(jù)分析、搞好形象傳播的觀點。本研究主要包含五部分內(nèi)容。其中,緒論部分主要介紹本文的選題背景、研究意義、概念闡釋、研究綜述、研究目的和方法。第一章通過對中學教育類微信公號興起的原因、目前的分類和特點闡述,概述了此類微信公號發(fā)展的現(xiàn)狀。關于其興起的原因主要有三個方面,分別是技術平臺的支持、信息獲取方式的增加和教育事業(yè)與市場的雙向需求;通過與不同階段的教育類微信公號和不同載體的中學教育類媒介相比較,得知中學教育類微信公號具有內(nèi)容上側重于知識經(jīng)驗類信息的傳遞、形式上側重于文本類信息的傳播、內(nèi)容的發(fā)布形式豐富、信息獲取方式較為及時和便捷的特點。第二章為對微信公號進行受眾層面?zhèn)鞑バЧ难芯窟x定了調(diào)查問卷的研究方法。從中學教育類微信公號受眾的基本特征、媒介接觸情況、認知關注情況和態(tài)度與行為傳播情況四個方面調(diào)查,并對調(diào)查結果予以總結。結果顯示中學教育類微信公號的受眾主要是以滿足自我需求為目的來選擇關注某一微信公號;并且在信息接收的態(tài)度調(diào)查中,相比于他人更容易受到微信公號的觀點影響;大部分的受眾雖然仍然處于被動接受信息狀態(tài),但是卻明顯有更加大的自由度來選擇是否接受信息傳遞的觀點。這也體現(xiàn)出在互聯(lián)信息時代中,人們對于具有大眾傳播屬性的傳播媒介所傳遞的信息不再只是一味地接受,而是更多地體現(xiàn)自己的想法,以自身的意志為行動的主要出發(fā)點。第三章是基于問卷調(diào)查研究的受眾傳播效果及此類微信公號傳播中面臨的問題分析。受眾在認知層面的自主性增強、能夠打破傳統(tǒng)認知模式,受眾的個體差異是造成態(tài)度轉變的關鍵因素,只有更好的滿足受眾需求,才能更好地增強行為方面的傳播效果。中學教育類微信公號在傳播中反映出主要問題有:第一,受眾認知情況有限、推廣力度欠缺;第二,受眾閱讀頻率較低、信息吸引力不強;第三,整體傳播效果趨于弱化、不能滿足受眾需求;第四,服務功能性不強,信息缺乏權威性。第四章針對中學教育類微信公號反映出的問題指出應當從推廣互動、內(nèi)容形式、數(shù)據(jù)分析和品牌建設方面加強管理,以更好地應對不斷發(fā)展的移動互聯(lián)新時代,完善中學教育類微信公號的自身發(fā)展、提升傳播效果。
[Abstract]:With the rapid development of mobile Internet, WeChat, as an Internet-based mobile instant messaging application, has accounted for more than 90% of smartphones in China. Official account is the landmark function of WeChat's occupation of the market. The content analysis method and the questionnaire survey research on its communication effect from the angle of communication, combined with its shortcomings, put forward that to enhance the communication effect should be to meet the needs of the audience as the core, increase interactive promotion, enrich the form of content, This research mainly includes five parts. Among them, the introduction part mainly introduces the background of this paper, the significance of the research, the concept interpretation, the summary of the research. The first chapter summarizes the current situation of the development of this kind of WeChat public number through the reasons, classification and characteristics of the rise of the high school education WeChat public number. There are three main reasons for the rise of this kind of WeChat public number. It is the support of the technology platform, the increase of the way of obtaining information and the two-way demand of the educational undertaking and the market, by comparing with the educational WeChat public number of different stages and the medium of the middle school education with different carriers. We know that the middle school education WeChat public number has the content to emphasize on the knowledge and experience type information transmission, the form emphasizes on the text type information dissemination, the content release form is rich, The second chapter selects the research method of questionnaire for the research of the effect of WeChat public number dissemination at the audience level. From the basic characteristics of the audience of the middle school education type WeChat public number, the media contact situation, Cognitive attention and communication of attitude and behavior are investigated in four aspects and the results are summarized. The results show that the audience of WeChat number of middle school education mainly chooses to pay attention to a certain WeChat public number in order to meet their own needs. And in the attitude survey of receiving information, it is more vulnerable to the opinion of WeChat public number than others; although the majority of the audience is still in a passive state of receiving information, But there is obviously a greater degree of freedom to choose whether to accept the idea of information transmission, which also shows that in the age of interconnected information, people are no longer blindly accepting the information that is transmitted by the media with the attributes of mass communication. But more of what they think, The third chapter is based on the results of the questionnaire survey and the analysis of the problems encountered in the communication of this kind of WeChat public number. The audience's autonomy at the cognitive level is enhanced. Can break the traditional cognitive model, the individual difference of audience is the key factor of attitude change, only to better meet the needs of the audience, In order to enhance the communication effect of behavior better. The main problems reflected in the communication of the middle school education type WeChat public number are: first, the audience cognition is limited, and the promotion is not enough; second, the audience reading frequency is low. The information attraction is not strong; third, the overall communication effect tends to weaken, unable to meet the needs of the audience; fourth, the service function is not strong, The fourth chapter points out that management should be strengthened in terms of promotion interaction, content form, data analysis and brand building. In order to better deal with the constantly developing new era of mobile interconnection, improve the self-development of high school education WeChat public number, improve the communication effect.
【學位授予單位】：山東師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206

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