【摘要】：微信是一種特色鮮明的新興傳播媒介,有著即時(shí)交互性強(qiáng)、媒介整合度高、強(qiáng)弱連接有力等特性；媒介生態(tài)學(xué)則是一門(mén)將生態(tài)學(xué)與傳播學(xué)相融的學(xué)科,它立體透視人與媒介、社會(huì)的關(guān)系,并不斷反思媒介變遷對(duì)環(huán)境造成的影響。本文主要從媒介生態(tài)學(xué)的視角出發(fā),立足現(xiàn)實(shí),采用文獻(xiàn)分析法、跨學(xué)科分析法、比較分析法等方法,將微信置于媒介生態(tài)的背景下進(jìn)行全方位的分析和觀察,并較為完整的呈現(xiàn)微信的獨(dú)特生命形態(tài)。首先,本文梳理了媒介生態(tài)學(xué)的理論演變和微信的研究現(xiàn)狀,并對(duì)媒介生態(tài)和微信的基本概念做出界定。接著,本文對(duì)微信的媒介生態(tài)環(huán)境進(jìn)行了逐層推進(jìn)的全面分析。其中,微信的外生態(tài)環(huán)境,主要包括政策、技術(shù)、經(jīng)濟(jì)和社會(huì)生態(tài)因子的綜合作用；而微信的內(nèi)生態(tài)環(huán)境,不僅包括互利共生、競(jìng)爭(zhēng)排斥的種間關(guān)系,也包括以掠奪性競(jìng)爭(zhēng)為主的種內(nèi)關(guān)系；微信的媒介生態(tài)位優(yōu)勢(shì),勾勒的則是微信在媒介生態(tài)中的形象,主要展示了微信提升普通帳號(hào)交流認(rèn)同度、提高政務(wù)帳號(hào)信息溝通率、推動(dòng)營(yíng)銷模式閉合化的生態(tài)形象。隨后,本文考察了微信的生存價(jià)值。微信提高生態(tài)進(jìn)化效率的正價(jià)值不僅包括紙媒、廣播、電視傳播方式的改變,也包括創(chuàng)新語(yǔ)音表達(dá)、創(chuàng)新信息跨界、控制傳播范圍等表達(dá)形式的改變。微信引發(fā)生態(tài)位重疊的負(fù)價(jià)值,除了擠壓媒介生存空間外,還包括對(duì)信息爆炸式推廣、圖文并茂式傳播、官方嚴(yán)肅發(fā)布等傳播觀念的沖擊。此外,本文還探究了生態(tài)環(huán)境對(duì)微信活動(dòng)做出的反饋調(diào)節(jié)。最后,本文通過(guò)對(duì)微信現(xiàn)存的安全隱患、資源浪費(fèi)、生態(tài)隱憂、環(huán)境破壞等生態(tài)危機(jī)的理智解剖,進(jìn)行了具有針對(duì)性的對(duì)策分析：一是通過(guò)提升自凈能力、開(kāi)發(fā)新技術(shù)、維護(hù)內(nèi)部平衡和拓展生態(tài)位等自然恢復(fù)的形式進(jìn)行調(diào)控,二是通過(guò)行業(yè)立法、媒介監(jiān)督、倫理建設(shè)等人工恢復(fù)的形式促進(jìn)穩(wěn)定。在結(jié)合大量文獻(xiàn)資料和數(shù)據(jù)的基礎(chǔ)上,本文對(duì)微信進(jìn)行了生態(tài)環(huán)境、自身優(yōu)勢(shì)、對(duì)環(huán)境產(chǎn)生的價(jià)值、發(fā)展中出現(xiàn)的問(wèn)題與對(duì)策等方面的研究。希望能在已有研究成果的基礎(chǔ)上,進(jìn)一步明晰我國(guó)媒介生態(tài)環(huán)境的整體狀況,準(zhǔn)確認(rèn)識(shí)微信的生存現(xiàn)狀和價(jià)值體認(rèn),同時(shí)進(jìn)一步探求微信的未來(lái)發(fā)展方向,期待能對(duì)類微信媒介在復(fù)雜多變的生態(tài)環(huán)境中不斷可持續(xù)發(fā)展,爭(zhēng)取更多的生存養(yǎng)分。
[Abstract]:WeChat is a new medium with distinctive characteristics, which has the characteristics of instant interaction, high media integration, strong and weak connection, and so on, while media ecology is a subject that combines ecology and communication, and it has a stereoscopic perspective on people and media. Social relations, and constantly reflect on the impact of media changes on the environment. In this paper, from the perspective of media ecology, based on the reality, using the methods of literature analysis, interdisciplinary analysis, comparative analysis and other methods, WeChat is placed in the context of media ecology for all-round analysis and observation. And presents the unique life form of WeChat relatively completely. Firstly, this paper reviews the evolution of media ecology theory and the research status of WeChat, and defines the basic concepts of media ecology and WeChat. Then, this article carries on the comprehensive analysis to the media ecological environment of WeChat. Among them, the external ecological environment of WeChat mainly includes the comprehensive function of policy, technology, economy and social ecological factors, while the internal ecological environment of WeChat includes not only the interspecific relationship of mutualism and competition, but also the competition and exclusion. It also includes intra-specific relationships dominated by predatory competition. WeChat's media niche advantages outline WeChat's image in the media ecology, mainly demonstrating WeChat's promotion of common account exchange and identity, and improving the communication rate of government account information Promote the marketing model closed ecological image. Then, this paper examines the survival value of WeChat. The positive value of WeChat in improving the efficiency of ecological evolution includes not only the changes of the media, radio and television transmission modes, but also the changes of the expression forms such as innovative voice expression, innovative information crossing, controlling the scope of communication, and so on. WeChat causes the negative value of niche overlap, not only squeezing the media living space, but also the impact of information explosion, picture and text dissemination, official serious release and so on. In addition, this article also explores the ecological environment to make feedback regulation of WeChat activity. Finally, through the rational dissection of the existing ecological crisis, such as the hidden danger of WeChat, the waste of resources, the ecological worry and the destruction of the environment, this paper has carried on the targeted countermeasure analysis: first, through the enhancement self-purification ability, develops the new technology, The second is to promote stability through artificial restoration such as industry legislation, media supervision, ethics construction and other forms of natural restoration, such as maintaining internal balance and expanding niche. On the basis of a great deal of literature and data, this paper studies the ecological environment, the advantages of WeChat, the value to the environment, the problems and countermeasures in the development of WeChat. It is hoped that, on the basis of the existing research results, we can further clarify the overall situation of the media ecological environment in our country, accurately understand the existing situation and value of WeChat, and at the same time further explore the future development direction of WeChat. It is expected that the WeChat medium can be continuously developed in the complex and changeable ecological environment and strive for more nutrients for survival.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

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本文編號(hào)：2275665