微信公益传播中的受众行为研究

发布时间：2018-09-12 08:07

【摘要】：新媒介技术的发展改变了媒介生态环境,以微信为代表的社交媒体改变了人们的沟通方式和传播方式,继微博之后,公益活动借助微信平台,推动着我国公益传播事业的进一步变革,微信公益开始成为一种新型的微公益形式并在人们的日常生活中产生影响,并促进由精英阶层主导的传统公益向人人皆可参与的全民公益转变。网络新媒体解放了受众的思想,受众概念得到改变,在新媒体环境里,受众信息接收者和传播者的身份共存,参与信息传播和内容生产。相对传统公益传播中受众的被动身份,微信公益中的受众则是传播中的主要力量,从微信中的“众筹捐款”到“捐步数”、“捐声音”等一系微信公益活动的成功都是众多受众个体共同力量的结果,他们在参与传播中的受众行为也深刻影响着微信公益的发展。因此,通过研究受众参与微信公益传播的行为方式、动机以及传播效果,并找到其存在的问题及解决对策,对我国微信公益的发展极具理论和现实意义。本文从受众的角度出发,将公益传播中受众行为作为研究的切入口,对微信公益传播进行了试探性的研究。在对微信以及公益传播的发展进行梳理的基础上,并结合对微信公益传播中受众行为进行调查的实证研究以及相关的案例分析,从受众参与微信公益传播的机制、动机以及效果三方面进行了探讨,对微信公益中的受众行为进行了全方面的解析。而基于对受众行为分析的基础上,本文提出了我国微信公益传播的发展方向,将公益平台、受众和传播内容三方面作为重点来构建一个健康有序的公益传播环境,带动受众参与的积极性,从而保证微信公益的可持续发展。在研究方法上,本文主要运用了文献分析法、问卷调查法和案例分析法,这三种分析方法贯穿于全文之中。笔者通过收集整理与微公益、公益传播及受众行为相关的学术论文、文献期刊、学术专著及网络文献形成对受众参与微信公益传播发展情况的客观认识。然后结合受众参与微信公益传播行为的调查问卷以及相关的微信公益传播案例来了解和具体分析受众参与微信公益传播的方式、动因和效果。全文共分六章:第一章,前言,提出了微信公益传播中的受众行为的研究命题。论述了本文研究背景与意义,并对国内外研究现状进行梳理;界定了微公益、微信公益、公益传播、受众行为等基本概念;阐述微信公益的发展历程;明确了研究对象、研究途径和研究的方法。第二章,微信公益传播中的受众行为,主要包括微信公益传播中受众行为调查问卷的数据统计分析和微信公益传播中受众行为分析两部分的内容,受众行为分析主要涉及到微信公益中受众的分类、受众主要的行为方式以及它们的行为特点三个方面,为后文的动机及效果层面的分析做铺垫。第三章,受众参与微信公益传播动因研究,主要结合受众行为的问卷调查内容对受众参与微信公益传播的动因进行研究,在实证调查的基础上,从微信公益传播模式、使用与满足理论以及群体动力理论三个方面来对受众参与原因进行深度的分析。第四章,微信公益传播中的受众行为效果研究,对受众参与微信公益传播的效果即受众参与微信公益传播影响进行分析,包括正面效果和负面效果两个部分。受众的行为有利于微信公益迅速而广泛的传播并促进公益活动的成功,但同时也产生了以虚假公益信息为代表的负面影响,阻碍微信公益的健康发展。第五章,基于受众行为的微信公益传播发展方向研究,主要是通过对受众行为的整体分析来指出以微信公益传播的发展方向。从微信以及微信公益平台、受众、传播内容三方面来进行改进,一方面要调动受众参与微信公益传播的积极性,另一方面也要解决受众集体行为带来的公益传播的无序、混乱的状态,对受众行为进行合理必要的约束。第六章,结论,将全文几个部分贯穿起来,归纳了微信公益传播中的受众行为,达到了本研究预设的目标。
[Abstract]:The development of new media technology has changed the media ecological environment. The social media represented by Weixin has changed the way people communicate and disseminate. Following Weibo, public welfare activities with the help of Weixin platform have promoted the further reform of public welfare communication in China. Weixin public welfare has become a new form of Micro-public welfare and has become a new form of public welfare in people. In the new media environment, the identity of the recipient and the disseminator coexist and participate in information dissemination and content production. The audience's passive identity in the public welfare communication and the audience in the public welfare of Weixin are the main force in the communication. The success of Weixin's public welfare activities, from "crowdsourcing donation" to "donation steps" and "donation voice", is the result of the joint efforts of many individual audiences. Their behavior in participating in the communication has a profound impact on the audience. Therefore, it is of great theoretical and practical significance to study the behavior, motivation and effect of the audience participating in the public welfare communication of Weixin, and find out the existing problems and solutions. This paper makes a tentative study on the public welfare communication of Weixin.On the basis of combing the development of Weixin and public welfare communication,and combining with the empirical research on the behavior of the audience in the public welfare communication of Weixin and the relevant case analysis,it discusses the mechanism,motivation and effect of the audience's participation in the public welfare communication of Weixin. Based on the analysis of the audience's behavior in the public interest of Weixin, this paper puts forward the development direction of the public interest communication of Weixin in China. In order to ensure the sustainable development of Weixin's public welfare, this paper mainly uses literature analysis, questionnaire survey and case analysis methods, which run through the full text. This article is divided into six chapters: Chapter 1, Preface, and then put forward a questionnaire on how the audience participates in the development of public welfare communication of Weixin. This paper discusses the background and significance of this study, and combs the research status at home and abroad; defines the basic concepts of Micro-public welfare, micro-letter public welfare, public welfare communication, audience behavior; elaborates the development process of micro-letter public welfare; clarifies the research object, research approach and research methods. The audiences'behavior in the public welfare communication of Weixin mainly includes the statistical analysis of the questionnaire data and the analysis of the audiences' behavior in the public welfare communication of Weixin. The analysis of the audiences'behavior mainly involves the classification of the audiences in the public welfare of Weixin, the main behavior patterns of the audiences and their behavior characteristics. In the third chapter, the motivation of the audience to participate in the public service communication of Weixin is studied. The motivation of the audience to participate in the public service communication of Weixin is mainly combined with the questionnaire survey content of the audience behavior. On the basis of empirical investigation, the motivation of the audience to participate in the public service communication of Weixin is studied from the mode of public service communication of Weixin, the theory of using and satisfying. In the fourth chapter, the effect of the audience's behavior in the public service communication of Weixin is studied. The effect of the audience's participation in the public service communication of Weixin, that is, the influence of the audience's participation in the public service communication of Weixin, is analyzed, including two parts: positive effect and negative effect. The rapid and extensive spread of public welfare and the success of public welfare activities, but also produced a false public information as the representative of the negative impact, hindering the healthy development of the public welfare of Weixin. The development direction of the public welfare communication should be improved from three aspects: the public welfare platform, the audience and the content of the communication. On the one hand, we should arouse the enthusiasm of the audience to participate in the public welfare communication, on the other hand, we should solve the disorder and confusion of the public welfare communication caused by the collective behavior of the audience and restrict the behavior of the audience reasonably and necessarily. Chapter 6, conclusion, will be the full text of several parts run through, summed up the Wechat public service communication in the audience behavior, to achieve the preset goal of this study.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D632.9;G206

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