少兒網(wǎng)站的傳播障礙歸因與對策探究
發(fā)布時間：2019-04-04 08:35
【摘要】：網(wǎng)絡(luò)時代，少兒網(wǎng)民占總體網(wǎng)民的比重在不斷上升。但是，在成人化的網(wǎng)絡(luò)世界里，真正屬于少年兒童的空間很少，網(wǎng)絡(luò)給少年兒童帶來的負面效應(yīng)日益凸顯，引起社會各界的廣泛關(guān)注。社會各界人士呼吁建設(shè)能對少兒產(chǎn)生積極影響的少兒網(wǎng)站。目前，盡管我國存在數(shù)量相對可觀的形式各異的少兒網(wǎng)站，但是真正屬于少兒群體，吸引并引導(dǎo)少兒群體的少兒網(wǎng)站卻屈指可數(shù)，少兒網(wǎng)站的傳播存在一些障礙。本文致力于對我國少兒網(wǎng)站的傳播障礙進行歸因分析，并以此在提升策略上給出一些合理性的建議。 本文采用文獻分析、對比研究和實證研究相結(jié)合的方法進行研究，對我國少兒網(wǎng)站進行全面系統(tǒng)地闡釋。筆者對少兒網(wǎng)站進行了分類并描述了其傳播現(xiàn)狀，，指出了其存在的傳播困境。依據(jù)問卷調(diào)查結(jié)果對少兒網(wǎng)站傳播存在的障礙進行了歸因分析，主要從內(nèi)部原因和外部原因兩方面進行探索。內(nèi)部障礙是對網(wǎng)站自身而言的，包括內(nèi)容和形式兩大方面。通過研究發(fā)現(xiàn)，我國少兒網(wǎng)站的細分程度偏低、內(nèi)容過于冗雜、表述過于專業(yè)、理念陳舊，缺乏對少兒的引導(dǎo)、同質(zhì)化嚴重，缺乏創(chuàng)新是其在內(nèi)容上的硬傷；而形式方面的界面設(shè)計、布局、色彩、文字與圖片、聲音也存在一些弊�。辉倬褪俏覈賰壕W(wǎng)站的盈利模式尚處于探索階段，廣告作為網(wǎng)站的主要盈利手段在少兒網(wǎng)站的運營上卻處境尷尬，這些都是內(nèi)部需要克服的難題。外部原因主要從少兒自身接觸障礙、傳播渠道障礙和其他媒介分流這三個方面進行探究。通過研究，我發(fā)現(xiàn)：由于地域的差異和網(wǎng)絡(luò)普及率的差距某些地區(qū)的少兒受眾的網(wǎng)站接觸行為受到限制；父母師長的嚴令禁止也是不能實現(xiàn)上網(wǎng)行為的一大限制因素；成人化網(wǎng)絡(luò)內(nèi)容的吸引、手機、電視、圖書等對少兒受眾的吸引也使其在接觸少兒網(wǎng)站的行為和時間上都大打折扣。 可以說，少兒網(wǎng)站是網(wǎng)絡(luò)中的綠洲，能有效地引導(dǎo)少兒的思想、拓展少兒思維、增強其實踐和學(xué)習(xí)能力，其有效傳播具有非常強的現(xiàn)實意義。少兒網(wǎng)站應(yīng)該通過進一步提高傳播者的素質(zhì)、暢通傳播渠道、在內(nèi)容和形式上尋求突破、在盈利模式上進行有益地嘗試來打破發(fā)展瓶頸。并且通過加強網(wǎng)站的法律建設(shè)，提高少兒和師長雙方的媒介素養(yǎng)，加強農(nóng)村網(wǎng)絡(luò)建設(shè)，減少區(qū)域差異來提升少兒網(wǎng)站的傳播效果，減少傳播障礙。 本文將前人涉及較少的少兒網(wǎng)站作為研究對象，并綜合運用心理學(xué)、傳播學(xué)等理論對這一研究做多維度思考，結(jié)合具體案例進行闡釋，從少兒網(wǎng)站的現(xiàn)實狀況出發(fā)，提出可行性實施建議，具有良好的理論和實踐意義。
[Abstract]:In the Internet era, the proportion of children's netizens in the total netizens is rising. However, in the adult network world, there is little space really belonging to the children. The negative effects brought by the network to the children are becoming more and more prominent, which has attracted wide attention from all walks of life in the society. People from all walks of life call for the construction of children's websites that can have a positive impact on children. At present, although there are a considerable number of children's websites in different forms in our country, there are only a few children's websites that really belong to the children's group and attract and guide the children's groups, and there are some obstacles to the dissemination of the children's websites. This paper is devoted to the attribution analysis of the communication barriers of children's websites in China, and gives some reasonable suggestions on the promotion strategies. By means of literature analysis, comparative study and empirical research, this paper makes a comprehensive and systematic explanation of children's websites in China. The author classifies the children's website and describes the present situation of its communication, and points out its existing communication dilemma. Based on the results of the questionnaire, this paper analyzes the causes of the obstacles in the dissemination of children's websites, mainly from the internal and external causes. Internal barriers are for the website itself, including the content and form of two major aspects. Through the research, it is found that the subdivision degree of children's websites in our country is too low, the content is too complicated, the expression is too professional, the idea is old, the guidance to the children is lack, the homogeneity is serious, and the lack of innovation is its hard injury in the content; But the form aspect interface design, the layout, the color, the text and the picture, the sound also has some drawbacks; Moreover, the profit model of children's websites in China is still in the exploration stage, and advertising, as the main profit means of the websites, is in an awkward situation in the operation of children's websites, all of which are difficult problems to be overcome internally. The external causes are mainly from three aspects: children's own contact obstacles, communication channel barriers and other media diversion. Through the research, I find that: due to the regional differences and the gap in network penetration rate, the contact behavior of children's audience in some areas is restricted, and the strict prohibition of parents and teachers is also one of the major limiting factors that can not achieve online behavior; The attraction of adult network content and the attraction of mobile phones, TV, books and so on to the children's audience also make them in contact with the behavior and time of children's websites are greatly reduced. It can be said that children's website is an oasis in the network, it can effectively guide children's thinking, expand children's thinking, enhance their practice and learning ability, and its effective dissemination has a very strong practical significance. In order to break the bottleneck of development, children's websites should further improve the quality of communicators, unobstruct communication channels, seek breakthrough in content and form, and try to break the bottleneck of development in profit mode. And by strengthening the legal construction of the website, improving the media literacy of children and teachers, strengthening the construction of rural networks, reducing regional differences to enhance the dissemination of children's websites, reduce barriers to transmission. This paper takes the children's websites which are less involved in the past as the object of study, and comprehensively uses psychology, communication and other theories to do multi-dimensional thinking on this research, combined with specific cases to explain, starting from the reality of the children's website, It is of great theoretical and practical significance to put forward feasible implementation suggestions.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206
本文編號：2453649
[Abstract]:In the Internet era, the proportion of children's netizens in the total netizens is rising. However, in the adult network world, there is little space really belonging to the children. The negative effects brought by the network to the children are becoming more and more prominent, which has attracted wide attention from all walks of life in the society. People from all walks of life call for the construction of children's websites that can have a positive impact on children. At present, although there are a considerable number of children's websites in different forms in our country, there are only a few children's websites that really belong to the children's group and attract and guide the children's groups, and there are some obstacles to the dissemination of the children's websites. This paper is devoted to the attribution analysis of the communication barriers of children's websites in China, and gives some reasonable suggestions on the promotion strategies. By means of literature analysis, comparative study and empirical research, this paper makes a comprehensive and systematic explanation of children's websites in China. The author classifies the children's website and describes the present situation of its communication, and points out its existing communication dilemma. Based on the results of the questionnaire, this paper analyzes the causes of the obstacles in the dissemination of children's websites, mainly from the internal and external causes. Internal barriers are for the website itself, including the content and form of two major aspects. Through the research, it is found that the subdivision degree of children's websites in our country is too low, the content is too complicated, the expression is too professional, the idea is old, the guidance to the children is lack, the homogeneity is serious, and the lack of innovation is its hard injury in the content; But the form aspect interface design, the layout, the color, the text and the picture, the sound also has some drawbacks; Moreover, the profit model of children's websites in China is still in the exploration stage, and advertising, as the main profit means of the websites, is in an awkward situation in the operation of children's websites, all of which are difficult problems to be overcome internally. The external causes are mainly from three aspects: children's own contact obstacles, communication channel barriers and other media diversion. Through the research, I find that: due to the regional differences and the gap in network penetration rate, the contact behavior of children's audience in some areas is restricted, and the strict prohibition of parents and teachers is also one of the major limiting factors that can not achieve online behavior; The attraction of adult network content and the attraction of mobile phones, TV, books and so on to the children's audience also make them in contact with the behavior and time of children's websites are greatly reduced. It can be said that children's website is an oasis in the network, it can effectively guide children's thinking, expand children's thinking, enhance their practice and learning ability, and its effective dissemination has a very strong practical significance. In order to break the bottleneck of development, children's websites should further improve the quality of communicators, unobstruct communication channels, seek breakthrough in content and form, and try to break the bottleneck of development in profit mode. And by strengthening the legal construction of the website, improving the media literacy of children and teachers, strengthening the construction of rural networks, reducing regional differences to enhance the dissemination of children's websites, reduce barriers to transmission. This paper takes the children's websites which are less involved in the past as the object of study, and comprehensively uses psychology, communication and other theories to do multi-dimensional thinking on this research, combined with specific cases to explain, starting from the reality of the children's website, It is of great theoretical and practical significance to put forward feasible implementation suggestions.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206
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