传媒经济学视域下的微博传播研究

发布时间：2018-06-18 04:45

本文选题：微博 + 价值　；参考：《重庆工商大学》2012年硕士论文

【摘要】：微博，曾经在很长的一段时间里，人们仅仅是用它来派遣时光。但是，随着商业时代的到来，直至今天为止，微博的价值也在最大化的得到凸显。140字的限定字符，可随时利用手机等工具实时发布讯息，同时产生裂变等传播特质等，微博拥有太多诸多以往媒介不曾拥有的优势。截至目前，微博的用户拥有量已过亿。拥有如此数量巨大的受众，微博的文化价值，社会价值，商业价值等如何能更好的平衡？毫无疑问，对于任何一个微博运营商，企业，个人用户来说都是值得确也需要仔细衡量的问题。而本文的出发点皆在于此。本文从微博的定义，起源，发展入手，系统的归纳总结国内外微博历史发展，同时梳理归纳了一些微博在各领域表现的突出案例。对微博的传播特性，传播特质进行全面分析，指出微博在整个价值传播中因为自身所拥有的传播特质，为微博在社会价值，文化价值，及其商业价值的有效传播过程中做有力理论支持。结合微博实际案例，对微博目前在社会价值，文化价值及其商业价值所扮演角色进行深度分析。通过对微博价值体现的深度分析，归纳总结出微博发展所面临的困境及其束缚。而针对这样的困境及其束缚，提出较具有可行性的微博未来可持续发展建议。本文以诸多要素对微博的传播过程进行解读，落脚点提出可行性建议，为微博在整个社会价值，，文化价值，及其社会价值的转播中，怎样才能得到更好的平衡发展。希望为该领域的相关研究提供借鉴及其参考。
[Abstract]:Weibo, once for a long time, was simply used to dispatch time. However, with the advent of the commercial age, up to today, the value of the Weibo has been maximized by highlighting the .140-character limit character, which can use mobile phones and other tools to send messages in real time, and at the same time produce such spreading characteristics as fission, etc. Weibo has too many advantages that the media never had before. So far, the number of Weibo users has more than 100 million. With such a large audience, how can Weibo's cultural values, social values, and business values be better balanced? There is no doubt that any Weibo operator, enterprise, or individual user is an issue that deserves and needs to be carefully measured. The starting point of this paper is this. This paper begins with the definition, origin and development of Weibo, systematically summarizes the historical development of Weibo at home and abroad, and summarizes some outstanding cases of Weibo in various fields. This paper makes a comprehensive analysis of the communication characteristics and characteristics of Weibo, and points out that the communication characteristics of Weibo in the whole value communication are the social value and cultural value of Weibo. And the effective dissemination of commercial value in the process of doing strong theoretical support. Combined with the actual case of Weibo, the role of Weibo in social value, cultural value and commercial value is deeply analyzed. Through the deep analysis of the value of Weibo, this paper sums up the dilemma and its shackles faced by the development of Weibo. In view of this dilemma and its bondage, this paper puts forward some feasible suggestions for the sustainable development of Weibo in the future. This paper interprets the communication process of Weibo with many elements and puts forward some feasible suggestions on how to achieve a better balanced development of Weibo in the transmission of the whole social value, cultural value, and its social value. Hope to provide reference and reference for the relevant research in this field.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206

【参考文献】