本文選題：中學(xué)教育　切入點(diǎn)：微信公號(hào)　出處：《山東師范大學(xué)》2017年碩士論文

【摘要】：在移動(dòng)互聯(lián)網(wǎng)迅速發(fā)展的今天,微信作為一個(gè)基于互聯(lián)網(wǎng)的手機(jī)即時(shí)通訊應(yīng)用,已經(jīng)占據(jù)了國內(nèi)90%以上的智能手機(jī)。在各種不斷更新迭代的功能中,公眾號(hào)是微信占領(lǐng)市場的里程碑式功能。本研究選定中學(xué)教育類微信公號(hào)作為研究對象,主要運(yùn)用文獻(xiàn)研究法、內(nèi)容分析法和問卷調(diào)查法從傳播學(xué)的視角對其傳播效果進(jìn)行研究,結(jié)合其不足之處,提出了增強(qiáng)傳播效果應(yīng)該以滿足受眾需求為核心,增加互動(dòng)推廣、豐富內(nèi)容形式、細(xì)化數(shù)據(jù)分析、搞好形象傳播的觀點(diǎn)。本研究主要包含五部分內(nèi)容。其中,緒論部分主要介紹本文的選題背景、研究意義、概念闡釋、研究綜述、研究目的和方法。第一章通過對中學(xué)教育類微信公號(hào)興起的原因、目前的分類和特點(diǎn)闡述,概述了此類微信公號(hào)發(fā)展的現(xiàn)狀。關(guān)于其興起的原因主要有三個(gè)方面,分別是技術(shù)平臺(tái)的支持、信息獲取方式的增加和教育事業(yè)與市場的雙向需求;通過與不同階段的教育類微信公號(hào)和不同載體的中學(xué)教育類媒介相比較,得知中學(xué)教育類微信公號(hào)具有內(nèi)容上側(cè)重于知識(shí)經(jīng)驗(yàn)類信息的傳遞、形式上側(cè)重于文本類信息的傳播、內(nèi)容的發(fā)布形式豐富、信息獲取方式較為及時(shí)和便捷的特點(diǎn)。第二章為對微信公號(hào)進(jìn)行受眾層面?zhèn)鞑バЧ难芯窟x定了調(diào)查問卷的研究方法。從中學(xué)教育類微信公號(hào)受眾的基本特征、媒介接觸情況、認(rèn)知關(guān)注情況和態(tài)度與行為傳播情況四個(gè)方面調(diào)查,并對調(diào)查結(jié)果予以總結(jié)。結(jié)果顯示中學(xué)教育類微信公號(hào)的受眾主要是以滿足自我需求為目的來選擇關(guān)注某一微信公號(hào);并且在信息接收的態(tài)度調(diào)查中,相比于他人更容易受到微信公號(hào)的觀點(diǎn)影響;大部分的受眾雖然仍然處于被動(dòng)接受信息狀態(tài),但是卻明顯有更加大的自由度來選擇是否接受信息傳遞的觀點(diǎn)。這也體現(xiàn)出在互聯(lián)信息時(shí)代中,人們對于具有大眾傳播屬性的傳播媒介所傳遞的信息不再只是一味地接受,而是更多地體現(xiàn)自己的想法,以自身的意志為行動(dòng)的主要出發(fā)點(diǎn)。第三章是基于問卷調(diào)查研究的受眾傳播效果及此類微信公號(hào)傳播中面臨的問題分析。受眾在認(rèn)知層面的自主性增強(qiáng)、能夠打破傳統(tǒng)認(rèn)知模式,受眾的個(gè)體差異是造成態(tài)度轉(zhuǎn)變的關(guān)鍵因素,只有更好的滿足受眾需求,才能更好地增強(qiáng)行為方面的傳播效果。中學(xué)教育類微信公號(hào)在傳播中反映出主要問題有:第一,受眾認(rèn)知情況有限、推廣力度欠缺;第二,受眾閱讀頻率較低、信息吸引力不強(qiáng);第三,整體傳播效果趨于弱化、不能滿足受眾需求;第四,服務(wù)功能性不強(qiáng),信息缺乏權(quán)威性。第四章針對中學(xué)教育類微信公號(hào)反映出的問題指出應(yīng)當(dāng)從推廣互動(dòng)、內(nèi)容形式、數(shù)據(jù)分析和品牌建設(shè)方面加強(qiáng)管理,以更好地應(yīng)對不斷發(fā)展的移動(dòng)互聯(lián)新時(shí)代,完善中學(xué)教育類微信公號(hào)的自身發(fā)展、提升傳播效果。
[Abstract]:With the rapid development of mobile Internet, WeChat, as an Internet-based mobile instant messaging application, has accounted for more than 90% of smartphones in China. Official account is the landmark function of WeChat's occupation of the market. The content analysis method and the questionnaire survey research on its communication effect from the angle of communication, combined with its shortcomings, put forward that to enhance the communication effect should be to meet the needs of the audience as the core, increase interactive promotion, enrich the form of content, This research mainly includes five parts. Among them, the introduction part mainly introduces the background of this paper, the significance of the research, the concept interpretation, the summary of the research. The first chapter summarizes the current situation of the development of this kind of WeChat public number through the reasons, classification and characteristics of the rise of the high school education WeChat public number. There are three main reasons for the rise of this kind of WeChat public number. It is the support of the technology platform, the increase of the way of obtaining information and the two-way demand of the educational undertaking and the market, by comparing with the educational WeChat public number of different stages and the medium of the middle school education with different carriers. We know that the middle school education WeChat public number has the content to emphasize on the knowledge and experience type information transmission, the form emphasizes on the text type information dissemination, the content release form is rich, The second chapter selects the research method of questionnaire for the research of the effect of WeChat public number dissemination at the audience level. From the basic characteristics of the audience of the middle school education type WeChat public number, the media contact situation, Cognitive attention and communication of attitude and behavior are investigated in four aspects and the results are summarized. The results show that the audience of WeChat number of middle school education mainly chooses to pay attention to a certain WeChat public number in order to meet their own needs. And in the attitude survey of receiving information, it is more vulnerable to the opinion of WeChat public number than others; although the majority of the audience is still in a passive state of receiving information, But there is obviously a greater degree of freedom to choose whether to accept the idea of information transmission, which also shows that in the age of interconnected information, people are no longer blindly accepting the information that is transmitted by the media with the attributes of mass communication. But more of what they think, The third chapter is based on the results of the questionnaire survey and the analysis of the problems encountered in the communication of this kind of WeChat public number. The audience's autonomy at the cognitive level is enhanced. Can break the traditional cognitive model, the individual difference of audience is the key factor of attitude change, only to better meet the needs of the audience, In order to enhance the communication effect of behavior better. The main problems reflected in the communication of the middle school education type WeChat public number are: first, the audience cognition is limited, and the promotion is not enough; second, the audience reading frequency is low. The information attraction is not strong; third, the overall communication effect tends to weaken, unable to meet the needs of the audience; fourth, the service function is not strong, The fourth chapter points out that management should be strengthened in terms of promotion interaction, content form, data analysis and brand building. In order to better deal with the constantly developing new era of mobile interconnection, improve the self-development of high school education WeChat public number, improve the communication effect.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 施曉亮;;微信公眾號(hào)傳播特點(diǎn)分析[J];新聞傳播;2016年20期

2 馮宇;;論微信公眾號(hào)的推廣及傳播[J];西部廣播電視;2016年16期

3 張連生;呂剛;;學(xué)校品牌傳播視野中的中學(xué)微信公眾號(hào)研究[J];教學(xué)與管理;2016年18期

4 方婧;陸偉;;微信公眾號(hào)信息傳播熱度的影響因素實(shí)證研究[J];情報(bào)雜志;2016年02期

5 汪萍;;融合進(jìn)程中如何防止廣電媒體與新興媒體“兩張皮”[J];聲屏世界;2016年02期

6 冀芳;張夏恒;;微信公眾平臺(tái)傳播效果評價(jià)研究[J];情報(bào)理論與實(shí)踐;2015年12期

7 江雪晴;;微信公眾號(hào)信息傳播現(xiàn)狀與改進(jìn)策略[J];中國報(bào)業(yè);2015年20期

8 黃楚新;王丹;;微信公眾號(hào)的現(xiàn)狀、類型及發(fā)展趨勢[J];新聞與寫作;2015年07期

9 吳中堂;劉建徽;唐振華;;微信公眾號(hào)信息傳播的影響因素研究[J];情報(bào)雜志;2015年04期

10 陳茫;;基于大數(shù)據(jù)的信息生態(tài)系統(tǒng)演變與建設(shè)研究[J];情報(bào)理論與實(shí)踐;2015年03期

相關(guān)碩士學(xué)位論文 前8條

1 徐田娣;微信的傳播特性探究[D];吉林大學(xué);2015年

2 王睿智;論新媒體時(shí)代新聞傳播主體的變遷[D];渤海大學(xué);2014年

3 黃璜;微信傳播的問題研究[D];廣西師范學(xué)院;2014年

4 李陽;微信的傳播機(jī)制研究[D];西南大學(xué);2014年

5 胡月梅;手機(jī)媒體傳播功能的歷時(shí)性演變[D];遼寧大學(xué);2013年

6 陳攀;基于移動(dòng)互聯(lián)網(wǎng)的微信用戶采納研究[D];華中科技大學(xué);2012年

7 童莉;微博的傳播功能研究[D];廣西師范學(xué)院;2011年

8 王秀波;選擇性心理價(jià)值的傳播哲學(xué)思考[D];江西師范大學(xué);2010年

，

本文編號(hào)：1672356