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在当今媒体市场化环境中,各个媒体竞争的关键在于受众。受众的多少,受众需求的满足程度决定着媒体的生存和发展。而网络的兴起也给人们的生活带来了巨大的变化。在这个快速阅读的时代,人们习惯了以“速食”的方式来获取消息。这种阅读习惯的改变,使得研究受众的阅读行为,迎合受众的阅读习惯从而留住现有用户成为了必要。网络让人们接触信息变得快捷,同时也大大增加了阅读的机会。过去传统的电视、报纸、广播三大媒介,已经不是获取信息的主要渠道,而手机、平板电脑等移动电子设备,使得阅读渠道越来越多元化。同时产生了阅读信息的两极化。所谓两
In today’s media-market environment, the key to competition in all media is the audience. How much audience, the satisfaction of audience demand determines the survival and development of the media. The rise of the Internet also brought huge changes to people’s lives. In this fast-reading era, people are accustomed to getting news in a “fast-food” way. This change in reading habits makes it necessary to study the audience’s reading behavior, to cater to the audience’s reading habits and to retain existing users. The Internet makes it faster for people to access information and greatly increases the chances of reading. In the past, the traditional mediums of television, newspapers and radio were no longer the main channels for obtaining information. Mobile electronic devices such as mobile phones and tablet computers made the reading channels more diversified. At the same time there is a polarization of reading information. The so-called two