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未来信息传播的总趋势是肯定的,那就是针对目标消费者进行传播互动。互动媒体中的“互动性”首先是一种关系,在这种关系中,主体与客体的活动和行为是相互决定的。文章以大学生这一特殊的群体为研究对象,通过问卷调查的形式,综合运用定性和定量分析的方法,深入探究大学生群体的媒介接触状况信息,剖析互动媒体的发展现状,从中发现各种媒体的互动特点及其存在的问题。
The general trend of future information dissemination is affirmative, that is, for the purpose of consumer communication and interaction. The “interactivity” in interactive media is, above all, a relation in which the activities and behaviors of subjects and objects are mutually deterministic. Taking the special group of college students as the research object, the article uses the methods of qualitative analysis and quantitative analysis synthetically through the questionnaire survey, deeply investigates the media contact status information of college students, analyzes the present situation of the development of interactive media, Interactive features and problems.