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引言:当今是一个“富媒体时代”,媒体数量的飞速增长让受众深陷其包围之中。在分析媒体对受众的影响力时,我们发现这样一个有趣的现象:当可供选择的媒体资源越来越丰富时,媒体对受众的影响并未随之增加,而是受众对信息的有效撷取随之减少。同时我们在对“青年族群”进行洞察时发现:在对媒体信息“快餐式”需求的新模式下,越来越多的年轻人对媒体的关注已慢慢发生了“横向转移”,电视、广播、报纸、杂志等传统媒体的吸引力在逐渐转弱;而新兴的网络媒体的吸引力却在逐渐增强,并以传播速度快、互动性强等独特优势,成为了吸引“青年族群”的第二大粘性媒体。
Introduction: Today is a “rich media era,” the rapid growth in the number of media so that the audience surrounded by them. In analyzing the influence of the media on the audience, we find an interesting phenomenon: when the available media resources are getting richer, the media’s influence on the audience does not increase, but the audience’s effective information With the reduction. At the same time, when we made an insight into the “youth group”, we found that under the new model of “fast-food” demand for media information, more and more young people are slowly turning their attention to the media to “horizontal transfer,” while television, The attractiveness of traditional media such as radio, newspapers and magazines is gradually weakened. However, the attractiveness of the emerging online media is gradually increasing. With the unique advantages of high speed of communication and strong interaction, the attractiveness of the emerging online media has become attractive to young ethnic groups The second largest viscous media.