浅析车载移动电视的传播效果与创新
摘 要
车载移动电视作为一种新型媒介在传播领域中地位愈见重要，已经普及到全国各大城市和交通线路领域，成为众多受众和研究者热切关注的话题。那么其传播效果如何，又如何加深这种传播效果，就成为本文讨论的问题。
传播效果历来是传播学研究的核心领域，本文以传播学效果的相关理论为基础，结合受众研究的相关理论成果，对车载移动电视传播效果产生的特性要是及其影响进行分析梳理，在此基础上提出科学的可行性改善措施，力求为车载移动电视的进一步发展提供有价值的参考信息，为后续研究提供启发性建议，本文从传播。受众。环境等不同角度对车载移动电视的特性进行了分析，再从传播学角度系统分析了车载移动电视的受众、内容和环境因素对于传播效果的影响，并根据这些分析结果提出改进措施。
关键词：车载移动电视；传播学；传播效果；影响因素
Abstract
i
Vehicle-mounted mobile TV as a new medium of the increasingly important position in the field of communication, has spread to major cities nationwide and traffic routes, become a topic of many audience and researchers eager attention. So how are the communication effect, and how to deepen the communication effect, become the problem that discussed in this article.
Communication effect is always the core area of communication study, this article based on the communication effect of the related theory, combined with the related theory research results of audience, for vehicle-mounted mobile TV communication effect if features and its impact analysis, based on the scientific and feasibility of improving measures are put forward, strive for the further development of vehicle-mounted mobile television provides valuable reference information, provide instructive Suggestions for further research, this article from the transmission. The audience.Vehicle-mounted mobile TV in the view of environment, different characteristics are analyzed, and then from the point of view of communication system analysis the vehicle-mounted mobile TV audience, content, and environmental factors effect on the communication effect, and improvement measures are proposed according to the results of the analysis.
Key words: vehicle-mounted mobile TV; Communication; Communication
ii
目 录
摘 要 ............................................................................................................................................... i Abstract .............................................................................................................................................. i 目 录 ............................................................................................................................................. iii 浅析车载移动电视的传播效果与创新 ........................................................................................... 1 引 言 .............................................................................................................................................. 1 第一章 车载移动电视的传播模式、传播功能、 ......................................................................... 2 应用现状及发展趋势 ....................................................................................................................... 2
1.1 车载移动电视传播模式 ................................................................................................... 2 1.2 车载移动电视传播功能 ................................................................................................... 2
1.2.1电视的传播功能 .................................................................................................... 2 1.2.2电视媒体特性 ........................................................................................................ 3 1.2.3电视传播具有的一些缺点 .................................................................................... 3 1.2.4 车载移动电视传播特点 ....................................................................................... 3 1.2.5 车载移动电视的都市传播功能 ........................................................................... 4 1.3 车载移动电视应用现状 ................................................................................................... 5 1.4 车载移动电视发展趋势 ................................................................................................... 5 第二章 车载移动电视的受众分析 ................................................................................................. 6
2.1 车载移动电视兼有大众和分众的特点 ........................................................................... 6 2.2 车载移动电视受众的受众心理分析 ............................................................................... 7
2.2.1车载移动电视受众的信息需求心理 .................................................................... 7 2.2.2 车载移动电视受众的从众心理 ........................................................................... 7 2.2.3 车载移动电视受众的分散注意心理 ................................................................... 8 2.2.4 车载移动电视受众的逆反心理 ........................................................................... 8
第三章 车载移动电视传播效果及存在的问题分析 ..................................................................... 9
3.1 移动电视的收视环境和收视心理较差 ........................................................................... 9
3.1.1 声音干扰影响传播效果 ....................................................................................... 9 3.1.2 心理因素影响传播效果 ..................................................................................... 10 3.1.3 拥挤对于受众接收信息的影响 ......................................................................... 10 3.1.4 电视节目内容对于传播效果的影响 ................................................................. 10 3.2 移动电视技术尚未足够成熟 ......................................................................................... 10 3.3 移动电视覆盖率尚未形成全域化 ................................................................................. 11 3.4 传播方式单一化、互动性差 ......................................................................................... 11 3.5 电视节目单一、重复 ..................................................................................................... 11
ii
第四章 车载移动电视的传播创新 ............................................................................................... 12
4.1 提高城市移动接收终端的普及率 ................................................................................. 12 4.2 打造能够吸引眼球的内容节目改善传播效果 ............................................................. 12 4.3 对广告进行编排改善传播效果 ..................................................................................... 12
4.3.1 用广告创意给消费者造就良好的心境 ............................................................. 12 4.3.2 减少广告时长，合理增加广告频次 ................................................................. 13 4.3.3 车载移动电视的广告与其他广告进行组合 ..................................................... 13 4.3.4 有效利用车载黄金时间 ..................................................................................... 13 4.4 编排节目来改善传播效果 ............................................................................................. 13
4.4.1 公交车 ................................................................................................................. 13 4.4.2 列车 ..................................................................................................................... 14 4.5 研制使用更佳技术的互动接受设备 ............................................................................. 14 4.6 明确频道定位 ................................................................................................................. 15 结 语 ............................................................................................................................................ 16 参考文献......................................................................................................................................... 17 致 谢 ............................................................................................................... 错误!未定义书签。
iv
浅析车载移动电视的传播效果与创新
引 言
车载数字移动电视在一定程度上具有划时代的意义，是一种新的媒介形态，
融合了传统电视媒体与户外媒体的特征，具有传播面广、传播速度快的特点，其视听具有强制性、广泛性和时效性等特点使得车载素质移动电视成为一个具有强劲发展势头的经济和社会公益产业。有人把他称为继报刊杂志、广播电视和户外、网络之后的“第六媒体”1。（詹宁斯·布赖恩特—2006:129）
1
(美)詹宁斯·布赖恩特(JenningsBryant),(美)苏姗·汤普森(SusanThompson)著,陆剑南等译.传媒效果概论[M]. 中国传媒大学出版社, 2006
1
播音主持毕业论文《浅析车载移动电视的传播效果与创新》
