摘要
随着新媒体的蓬勃发展,电视用户被大量分流,电视内容的抵达遭遇前所未有的挑战。电视内容与用户之间的连接受阻消解了电视媒体的传播力和影响力。而连接的实质是电视内容的有效触达,核心是电视内容的精准化传播,这一方面涉及电视用户精准贴签,另一方面涉及电视内容的精准生产与精准分发。电视内容精准化传播在融媒体场域中进行,精准定位、精准制作、精准关联作为核心要件协同互动,遵循着特有的实践逻辑,最终实现电视内容与用户的强连接,提高电视媒体的传播力和影响力。
With the rapid development of new media,TV users have been heavily diverted,and the arrival of TV content has en-countered unprecedented challenges.The"blocked connection"between TV content and users has reduced the spread and influence of TV media.The essence of the connection is the effective arrival of TV content,and the core is the targeted dissemination of TV content,which involves the precise labeling of TV users on the one hand,and the precise production and distribution of TV content on the other.Targeted dissemination of TV content is carried out in the"converged media field".The core elements which include"targeted labe-ling","targeted production"and"targeted connection"interact synergistically and follow the unique practical logic so as to realize a"strong connection"between content and users,thereby enhancing the dissemination,influence of mainstream TV media.
作者
吕永峰
何志武
Lyu Yongfeng;He Zhiwu
出处
《中州学刊》
CSSCI
北大核心
2018年第10期159-165,共7页
Academic Journal of Zhongzhou
基金
教育部人文社会科学研究项目“融媒体场域下电视内容精准化传播研究”(17YJCZH123)
国家社会科学基金一般项目“基于新媒体的民意表达与公共政策的互动机制研究”(16BXW083)。
关键词
媒体融合
场域
电视媒体
精准传播
media convergence
field
TV media
targeted dissemination
