电视媒体的微博传播研究__基于新浪微博的考察

硕士学位论文论文题目电视媒体的微博传播研究——基于新浪微博的考察研究生姓名秦秋翠指导教师姓名杜志红专业名称新闻学研究方向广播电视新闻学论文提交日期2013年5月电视媒体的微博传播研究——基于新浪微博的考察中文摘要I电视媒体的微博传播研究——基于新浪微博的考察中文摘要微博发展至今，其对传统媒体的影响不言而喻，报纸、广播、电视等纷纷寻求与微博的结合路径便是明证。电视作为声画合一的媒介集大成者，仍存在生产制作周期长、播出时间固定、内容不易保存、缺少互动等弊端，而发布门槛低、传播速度快、互动性强的微博则恰恰能弥补电视的这些不足。本文运用数据和案例综合分析法，以新浪微博上的电视媒体微博为研究对象，分析了我国各级电视媒体微博的开通和使用概况。根据莱文森的媒介进化和补救性媒介理论，笔者结合电视在目前媒介生态中困境及微博的天然优势，总结出微博对电视品牌塑造、与受众互动以及新闻的协同生产方面均蕴含巨大的价值，电视能够也完全有必要借微博之长补自己之短。然而，限于电视媒体一贯处于的传播金字塔尖的高位，在传统传播理念的困囿下不自觉的陷入模式化的宣传套路，官方、形式化、不互动等等都是电视媒体微博在实际操作中出现的问题；另外，电视媒体人作为特殊的群体，其微博兼具私人、组织和公共属性的特征，三种角色之间难以转换，以及自由传播与社会责任之间的界限模糊都是规制不健全下微博使用乱象诱发的根源。基于此，电视媒体在利用微博传播时需调整观念，创新思维，通过粉丝经营和品牌推广不断延伸荧幕外的二次传播。此外，针对微时代电视新闻滞后的弊端，本文结合布拉德肖的“钻石模型”提出了平衡速度和深度的电视新闻微博传播范式；最后，笔者借鉴国外使用社交媒体的规范，认为电视媒体人应提高自律意识和职业素养，秉持新闻真实性原则，审慎对待实名认证微博，避免发布不实信息，防止泄露未播的节目内容，当然如能将公私账号分开不失为上佳选择。关键词：电视媒体微博互动补救作者：秦秋翠指导教师：杜志红AbstractTheResearchforMicrobloggingCommunicationofTV—TheStudyBasedonSinaMicrobloggingIITheResearchforMicrobloggingCommunicationofTV——TheStudyBasedonSinaMicrobloggingAbstractAsmicroblogginghavedevelopmentsofar,theimpactontraditionalmediaisself-evident.Sonewspapers,radio,television,etcislookingforsomepathofcombinationwithmicroblogging.Televisionasamediamasterofsoundandpicture-in-one,stillhavesomedisadvantages,forexampletheproductioncycleislong,broadcasttimeisfixed,cannoteasilybesaved,lackofinteractive,etc.Exactlyright,theadvantagesofmicrobloggingsuchaslowbarrierstorelease,spreadfast,highlyinteractive,canpreciselytomakeupfortheseshortcomingsoftheTV.Thispaperusecomprehensiveanalysiswithdataandcases,andputsinamicrobloggingastheresearchobject.Firstly,authorhasanalyzedthegeneralsituationofoperatingaboutalllevelstelevisionmediainourcountry.AccordingtoLevinson'stheoryofevolutionandremedialmedia,combinedwiththecurrentdilemmaoftelevisioninthemediaandmicroblogging’snaturaladvantages,theauthorsummedupthreevaluesofmicrobloggingasforTV,withthedevelopmentofTVbrandimage,theaudienceinteraction,andnewsofcollaborativeproduction.ItisnecessaryforTVtocomplementeachotherwithmicroblogging.However,limitedtothespreadoftelevisionmediahasalwaysbeeninapointedpyramid,TVhasbeenintoamodeloftheroutineautomatically.Duringtheactualoperation,therewillbealotofproblems,suchastooofficialandformal,Lackofinteractionwiththeaudience.Inaddition,TVmediaasaspecialgroup,theirmicroblogginggatheredthreepropertiesofprivate,organizationsandpublic,howtochangefromthethreeroleslightlyanddrawaclearthelimitsbetweenthefreedomofcommunicationandthesocialresponsibility,allareeasytobringaboutsomeconfusionaboutmicrobloggingusing.Basedonthis,thetelevisionmedianeedstoadjustandmakeinnovationwhenusemicrobloggingtospreadideas.Inordertoextendedsecondaryspreadoutsidethescreen,TVcouldmanagethefansequitablyandbrandpromotionconstantly.Inaddition,inviewofthemicroeraTVnewslag,theauthorreferstothediamondmodelfromandputsTheResearchforMicrobloggingCommunicationofTV—TheStudyBasedonSinaMicrobloggingAbstractIIIforwardtheTVnewscommunicationparadigmonmicrobloggingwhichcanbalancespeedanddepth.Finally,theauthordrawlessonsfromforeignspecificationusingsocialmedia,andshowthatTVmediashouldimproveself-disciplineconsciousnessandprofessionalquality,upholdtheprincipleofnewsauthenticity,carefullytreattheirreal-namemicro-blogging,avoidfalseinformation,andpreventleakagedoesnotplay.Ofcourse,itwillbeagoodchoiceiftheycanseparatepublicandprivateaccount.Keywords:TelevisionMedia,Microblogging,Interactive,MakeupWrittenby:QiucuiQinSupervisedby:ZhihongDu目录导论：电视媒体还能不“织围脖”吗··························································1一、研究背景···················································································2二、文献综述···················································································4三、研究方案···················································································7四、论文结构···················································································9第一章电视媒体在新浪微博上的发展概况···············································10第一节电视媒体微博的范畴界定·························································10第二节电视媒体在新浪微博上的开通及使用情况·····································11一、从开通情况来看：各级电视媒体百花齐放·······································11二、从使用情况分析：中央、省级、地市三级媒体参差不齐······················13第三节电视媒体微博的运营效果分析···················································19一、在整个媒体行业微博中，电视媒体传播力式微··································19二、在各类电视媒体微博中，省卫和娱乐类官博表现抢眼·························20第二章电视媒体使用微博的价值蕴含·····················································23第一节品牌塑造：电视营销的新路径···················································23一、针对特定圈群的精准营销····························································23二、依靠口碑相传的病毒式营销·························································24第二节互动价值：从“沙发上的土豆”到分享式参与者····························26一、交流本能被淹没在逼真荧幕里······················································26二、分享互动在微博上聚合延伸·························································27第三节协同生产：微时代的全景化新闻直播间········································28一、作为信息生产者的受众无处不在···················································28二、微博意见领袖的推波助澜························