新媒体受众负面偏好与影响研究

发布时间：2018-08-22 16:19

【摘要】：以互联网、移动数字和多媒体融合为技术支撑的新媒体已深度嵌入到人类的生产生活,新媒体现已成为公众获取新闻的主流途径。与正面和中性新闻相比,新媒体受众更主动和偏好先阅读负面新闻,即新媒体新闻受众有负面偏好这一特征。因当今新媒体是人信息交往和社会信息系统运行的重要环节,所以受众负面偏好将影响新媒体新闻传播方式和效果,进而对受众自我和社会认知产生影响。因此,开展新媒体受众负面偏好与影响研究具有一定理论和现实意义。针对新媒体受众负面偏好与影响这一论题,本文将采用内容分析和案例分析法开展研究,并借鉴社会学、心理学和舆论学等方面的知识进行分析。首先,对新媒体新闻传播特点进行分析,新媒体新闻和客观环境的相互映射与影响。新媒体新闻信息传播不仅是社会信息系统的组成部分,其本身也构成了一种环境存在。其次,本文将分析新媒体受众的属性和特征,阐释新媒介环境和社会转型对受众变迁产生的影响。再次,笔者将梳理负面新闻已有的研究,对负面新闻概念的定义进行重新界定。然后,本文采用定量分析和定性分析相结合的方法对新媒体受众负面新闻偏好行为进行分析,证实新媒体受众更偏好于选择阅读负面新闻行为的客观存在。最后,本文借助跨学科相关知识分析新媒体受众负面偏好背后的原因以及这一偏好行为给受众、媒体和社会所带来的影响。同时,本文还在最后提出一些措施与建议来应对新媒体受众负面偏好所带来的不利后果。本文认为新媒体受众负面偏好行为是受众个体属性偏好、新媒体传播偏向和风险社会环境等多种因素共同导致的结果。反过来,新媒体受众负面偏好这一特性也会对受众认知方式和认知结果、新媒体发展和社会治理效率产生影响。只有通过加强新媒体受众成长建设、规范新媒体发展和提高媒体从业人员的道德与职业水平、提高社会管理效率等方式才能缓解新媒体受众负面偏好所带来的影响。
[Abstract]:The new media, supported by the Internet, mobile digital and multimedia integration, has been deeply embedded in human production and life, and has become the mainstream way for the public to get news. Compared with positive and neutral news, the new media audience is more active and preferred to read the negative news first, that is, the new media news audience has the characteristics of negative preference. Because the new media is an important link of the human information communication and the operation of the social information system, the negative preference of the audience will affect the way and effect of the new media news dissemination, and then affect the audience self and social cognition. Therefore, it is of theoretical and practical significance to study the negative preference and influence of new media audience. In view of the topic of negative preference and influence of new media audience, this paper will use content analysis and case analysis to carry out the research, and learn from the knowledge of sociology, psychology and public opinion. Firstly, it analyzes the characteristics of new media news communication, and the mutual mapping and influence between new media news and objective environment. News information dissemination of new media is not only a part of social information system, but also a kind of environmental existence. Secondly, this paper will analyze the attributes and characteristics of the new media audience, explain the impact of the new media environment and social transformation on the audience changes. Thirdly, the author will redefine the concept of negative news by combing the existing research on negative news. Then, this paper uses the method of quantitative analysis and qualitative analysis to analyze the negative news preference behavior of new media audience, and proves that the new media audience prefer to choose the objective existence of negative news reading behavior. Finally, this paper analyzes the reasons behind the negative preference of the new media audience and the influence of this preference on the audience, media and society with the help of interdisciplinary knowledge. At the same time, this paper also puts forward some measures and suggestions to deal with the negative consequences of the negative preference of new media audience. This paper holds that the negative behavior of the new media audience is the result of various factors, such as the individual attribute preference of the audience, the new media communication bias and the risk social environment. On the other hand, the negative preference of the new media audience will also have an impact on the cognitive style and results of the audience, the development of new media and the efficiency of social governance. Only by strengthening the growth and construction of new media audiences, standardizing the development of new media and improving the moral and professional level of media practitioners, and improving the efficiency of social management, can the negative preferences of new media audiences be alleviated.
【学位授予单位】：广西师范学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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