【摘要】：媒介營(yíng)銷話語是媒介的發(fā)展在社會(huì)行為及活動(dòng)的變化中所出現(xiàn)的“空間轉(zhuǎn)向”對(duì)于營(yíng)銷話語的實(shí)踐�？臻g是媒介技術(shù)發(fā)展的產(chǎn)物,是媒介為延續(xù)現(xiàn)實(shí)空間的關(guān)系而產(chǎn)生的存在,并在高度發(fā)展后成為與現(xiàn)實(shí)空間關(guān)系密切的能夠產(chǎn)生現(xiàn)實(shí)影響力的虛擬空間。在媒介空間中空間媒介化與媒介空間化兩個(gè)相互作用的力量促使媒介空間不斷擴(kuò)張,空間所具有的功能被技術(shù)挖掘出來,空間的作用及效果也逐漸借助媒介技術(shù)得到發(fā)揮。在對(duì)現(xiàn)實(shí)的高度仿真中,媒介空間以虛擬存在逐漸將社會(huì)活動(dòng)的重心向媒介空間領(lǐng)域轉(zhuǎn)移,由此,媒介空間與現(xiàn)實(shí)空間一并成為人類活動(dòng)的空間集合,共同實(shí)現(xiàn)著人類活動(dòng)的構(gòu)建及社會(huì)關(guān)系的勾連。本文立足于媒介空間的視角探討媒介營(yíng)銷話語的建構(gòu),在媒介空間與現(xiàn)實(shí)空間進(jìn)行結(jié)合的視角下,分析媒介技術(shù)所帶來的社會(huì)活動(dòng)的變化,探究媒介空間對(duì)于營(yíng)銷話語及現(xiàn)實(shí)的營(yíng)銷行為的影響,進(jìn)而考察媒介空間對(duì)營(yíng)銷語言的變革及由此引發(fā)的營(yíng)銷語言體制的再構(gòu)進(jìn)行系統(tǒng)的研究,并對(duì)媒體語言發(fā)生的從話語結(jié)構(gòu)的變化到意義體系的轉(zhuǎn)化再到自身主體性的建構(gòu)進(jìn)行歸納,對(duì)其在媒介空間中的功能化傳播所帶來的對(duì)于原有的話語體系的表達(dá)與傳遞的打破與解構(gòu)進(jìn)行理清,分析在新媒介技術(shù)所倡導(dǎo)的媒介環(huán)境中,話語從結(jié)構(gòu)性的規(guī)模變化到話語及符號(hào)傳播機(jī)制的改變?cè)俚皆捳Z意識(shí)形態(tài)的引導(dǎo)機(jī)制的形成,進(jìn)而了解在媒介空間的影響下話語機(jī)制的轉(zhuǎn)向及其發(fā)展的規(guī)律。并將其置于媒介傳播演進(jìn)的大環(huán)境中,考察媒介營(yíng)銷話語的轉(zhuǎn)變對(duì)于營(yíng)銷傳播行為及現(xiàn)實(shí)的營(yíng)銷活動(dòng)所產(chǎn)生的變化與作用,展現(xiàn)出符合用戶主體觀念的話語表達(dá),凸顯媒介營(yíng)銷話語轉(zhuǎn)變所產(chǎn)生的意義及適應(yīng)性發(fā)展媒介營(yíng)銷的重要價(jià)值。本文試圖通過上述分析,對(duì)于媒介變革時(shí)代下,媒介營(yíng)銷話語的變革、發(fā)展及新的體系的形成有一個(gè)更為貼近現(xiàn)實(shí)的判斷,以對(duì)相關(guān)研究提供有價(jià)值的參考。
[Abstract]:Media marketing discourse is the practice of media development in the change of social behavior and activity. Space is the product of the development of media technology. It is the existence of media to continue the relationship between real space and it has become a virtual space with close relationship with real space. In the media space, the interaction of space media and media space makes the media space expand constantly, the function of space is excavated by technology, and the function and effect of space are gradually brought into play by media technology. In the high simulation of reality, media space gradually transfers the focus of social activities to the media space field with virtual existence. Therefore, media space and real space become the space collection of human activities together. Together to achieve the construction of human activities and social relations. Based on the perspective of media space, this paper discusses the construction of media marketing discourse, and analyzes the changes of social activities brought by media technology under the perspective of combining media space with real space. This paper probes into the influence of media space on marketing discourse and actual marketing behavior, and then studies the transformation of marketing language and the re-construction of marketing language system caused by media space. It also sums up the media language from the change of discourse structure to the transformation of meaning system to the construction of its own subjectivity. This paper clarifies the breakdown and deconstruction of the expression and transmission of the original discourse system brought about by the functional communication in the media space, and analyzes the media environment advocated by the new media technology. Discourse changes from structural scale to discourse and symbol communication mechanism, then to the formation of discourse ideology guiding mechanism, and then to understand the transformation of discourse mechanism and its development law under the influence of media space. And put it in the environment of media communication evolution, investigate the changes and effects of media marketing discourse on marketing communication behavior and actual marketing activities, and show the discourse expression in line with the concept of user subject. Highlight the significance of media marketing discourse change and the important value of adaptive development media marketing. Through the above analysis, this paper tries to provide a more realistic judgment for the transformation, development and the formation of new system of media marketing discourse in the era of media change, in order to provide a valuable reference for relevant research.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206

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