【摘要】：微信是一種特色鮮明的新興傳播媒介,有著即時交互性強、媒介整合度高、強弱連接有力等特性；媒介生態(tài)學則是一門將生態(tài)學與傳播學相融的學科,它立體透視人與媒介、社會的關系,并不斷反思媒介變遷對環(huán)境造成的影響。本文主要從媒介生態(tài)學的視角出發(fā),立足現(xiàn)實,采用文獻分析法、跨學科分析法、比較分析法等方法,將微信置于媒介生態(tài)的背景下進行全方位的分析和觀察,并較為完整的呈現(xiàn)微信的獨特生命形態(tài)。首先,本文梳理了媒介生態(tài)學的理論演變和微信的研究現(xiàn)狀,并對媒介生態(tài)和微信的基本概念做出界定。接著,本文對微信的媒介生態(tài)環(huán)境進行了逐層推進的全面分析。其中,微信的外生態(tài)環(huán)境,主要包括政策、技術、經濟和社會生態(tài)因子的綜合作用；而微信的內生態(tài)環(huán)境,不僅包括互利共生、競爭排斥的種間關系,也包括以掠奪性競爭為主的種內關系；微信的媒介生態(tài)位優(yōu)勢,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交流認同度、提高政務帳號信息溝通率、推動營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值。微信提高生態(tài)進化效率的正價值不僅包括紙媒、廣播、電視傳播方式的改變,也包括創(chuàng)新語音表達、創(chuàng)新信息跨界、控制傳播范圍等表達形式的改變。微信引發(fā)生態(tài)位重疊的負價值,除了擠壓媒介生存空間外,還包括對信息爆炸式推廣、圖文并茂式傳播、官方嚴肅發(fā)布等傳播觀念的沖擊。此外,本文還探究了生態(tài)環(huán)境對微信活動做出的反饋調節(jié)。最后,本文通過對微信現(xiàn)存的安全隱患、資源浪費、生態(tài)隱憂、環(huán)境破壞等生態(tài)危機的理智解剖,進行了具有針對性的對策分析：一是通過提升自凈能力、開發(fā)新技術、維護內部平衡和拓展生態(tài)位等自然恢復的形式進行調控,二是通過行業(yè)立法、媒介監(jiān)督、倫理建設等人工恢復的形式促進穩(wěn)定。在結合大量文獻資料和數(shù)據(jù)的基礎上,本文對微信進行了生態(tài)環(huán)境、自身優(yōu)勢、對環(huán)境產生的價值、發(fā)展中出現(xiàn)的問題與對策等方面的研究。希望能在已有研究成果的基礎上,進一步明晰我國媒介生態(tài)環(huán)境的整體狀況,準確認識微信的生存現(xiàn)狀和價值體認,同時進一步探求微信的未來發(fā)展方向,期待能對類微信媒介在復雜多變的生態(tài)環(huán)境中不斷可持續(xù)發(fā)展,爭取更多的生存養(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.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G206

【參考文獻】

相關碩士學位論文 前1條

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本文編號：2275665