我国网络直播平台的传播策略研究

发布时间：2018-01-07 05:47

本文关键词：我国网络直播平台的传播策略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

更多相关文章： 网络直播 主播 直播平台 受众 传播策略

【摘要】：随着网络技术的进一步发展,中国网络直播平台已经进入移动视频直播时代。近年中国网络直播业务呈爆炸式发展,吸引了大量用户和投资成为国内网络行业增速最快的领域。直播平台和网络主播井喷式涌现,越来越多的人参与其中,逐渐形成全民直播的趋势。通过电脑或手机等简易的信息采集设备,即可将信息以视频直播的形式发布到直播平台上供受众实时观看。网络直播通过互联网搭建了一个的场景化社交场景,促进信息传播形态和交互方式的变革。场景化直播极大地提高了网络直播的交互性、真实性、实时性和开放性,这是其他媒介所不具备的,这些特性构成网络直播与其他媒介竞争时的优势。其次,网络直播改变了受众在媒介中的角色和位置。网络直播的传播内容均为用户生产,用户不仅是内容的观看者也是传播者、制作者和评判者。具有相同爱好或相似态度的用户与主播之间自发形成一个高参与度与互动性的社群。主播满足用户的需求来换取订阅和打赏,因此用户的喜好会影响直播内容的构成。再次,由于直播的低门槛,普通人也获得发声的权利,所以其传播呈现出去中心化、分散化趋势。在丰富了传播内容的同时,也导致传播内容质量的参差不齐,新闻与谣言齐飞,真相与谬误并存的局面。直播行业方兴未艾,由于缺乏行业规范和监督管理网络直播在野蛮生长的同时也存在过度娱乐化、过度消费化、内容低俗化等趋势。直播平台的低俗内容不仅使受众对于直播平台产生偏见降低了其传播影响力,还降低了大众的文化品位并且对社会的文化价值体系造成冲击。本文将网络直播作为研究对象,希望通过研究对网络直播行业未来的发展提供有参考价值的建议。本文从网络直播在国内传播现状、传播特征、传播者、传播内容等多个角度分析我国网络直播的特点、运营模式以及如何满足受众的媒介期待。且创新地从受众角度入手,通过分析我国受众结构,探寻受众对网络直播传播内容的影响。结合现阶段网络直播平台的传播现状就其如何在后娱乐时代找到新的突破口扩大传播影响力提出传播优化策略。最后为了保障策略能够有效实施,本文还对我国网络直播平台如何克服现阶段的弊病,实现健康有序的发展提出对策。
[Abstract]:With the further development of network technology, Chinese webcast platform has entered the era of mobile video broadcasting. Attracting a large number of users and investment to become the fastest growing area of the domestic network industry. Live broadcast platform and network anchor blowout emerged, more and more people participate in it. Through computer or mobile phone and other simple information collection equipment. The information can be released in the form of live video to live broadcast platform for the audience to watch in real time. Live network through the Internet to build a scene of social scene. Promote the transformation of information dissemination form and interactive mode. Scene live broadcast greatly improves the interactivity, authenticity, real-time and openness of network broadcast, which is not available in other media. These characteristics constitute the advantages of the competition between webcast and other media. Secondly, webcast changes the role and position of the audience in the media. The content of webcast is produced by users. The user is not only the viewer of the content but also the communicator. Producers and judges. Users and anchors with the same interests or similar attitudes spontaneously form a highly participatory and interactive community. Anchors meet users' needs in exchange for subscriptions and rewards. Therefore, users' preferences will affect the composition of live broadcast content. Thirdly, because of the low threshold of live broadcast, ordinary people also get the right to sound, so its dissemination presents a centralization. The trend of decentralization. At the same time, it enriches the content of communication, but also leads to the uneven quality of communication content, news and rumors flying together, truth and fallacy co-exist. The industry of live broadcasting is in the ascendant. Due to the lack of industry standards and supervision and management of network broadcasting in the barbaric growth of the existence of excessive entertainment, excessive consumption. Content vulgarization and other trends. Live broadcast platform vulgar content not only make the audience to live broadcast platform bias to reduce its dissemination influence. It also reduces the cultural taste of the public and impacts the social cultural value system. Through the study of the future development of the webcast industry to provide valuable suggestions. This article from the current situation of webcast in the domestic dissemination, communication characteristics, communicators. This paper analyzes the characteristics, operation mode and how to meet the media expectations of the audience from several angles, such as the content of communication, and so on, and analyzes the structure of the audience through the analysis of the audience structure from the perspective of the audience. This paper explores the influence of audience on the content of webcast communication. Combining with the present communication situation of webcast platform, it puts forward the communication optimization strategy on how to find a new breakthrough in the post-entertainment era and expand the influence of communication. The safeguard strategy can be implemented effectively. This paper also puts forward some countermeasures on how to overcome the disadvantages and realize the healthy and orderly development of the webcast platform in our country.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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