摘要
手机电视作为一种新兴的媒体形态,既具有新媒体所拥有全部技术特性,又具有电视这一传统媒体相类似的媒体内容。移动便携、双向互动、个人化媒体等特点让它从众多新媒体形态中脱颖而出,备受关注。而随着社会经济的发展,社会成员由于社会地位、经济状况、教育程度、思想观念的差异而分化成了不同的群体,社会也逐渐呈现“碎片化”的发展趋势,进而也影响了传播环境。由于个体在生活方式和思考模式上的差异越来越大,受众分化越来越明显,对精确性传播和个人化媒体的需求也会越来越强烈。在这种新的传播语境之下,手机电视如何发挥自己的核心竞争力,在“碎片化”的语境中有效传播?手机电视产业如何打开僵局,在竞争激烈的传媒环境中成功突围?这都是我在本文中将要探讨的问题。
本文主要分为四个部分:
第一部分是相关的文献综述以及研究背景,研究意义,研究目的、研究方法的介绍。
第二部分介绍了手机电视的概念、分析了手机电视的媒体特性以及手机电视“碎片化”传播语境的建构。手机电视既有数字多媒体高度融合、操作便捷、双向互动的特性;又有移动媒体终端便携性的优势;更有个人化媒体“私有”、“个性”的特点。而作为一种新的媒体形态,它同样要适应新的传播语境。社会“碎片化”的趋势也影响到了传媒领域,手机电视的传播主体、传播受众、传播方式、传播内容也呈现了“碎片化”的形态。
第三部分介绍了中国手机电视的发展现状,并分析了手机电视发展的不足以及面临的问题。
第四部分主要是基于手机电视的优势和特点,来探讨它在“碎片化”语境中的发展,并试图通过财经新闻的传播来具体分析手机电视的核心竞争力。
Mobile Television, one of the new information technology products, contains not only all the technical characteristics of new media, but also similar contents of the traditional media like television. Particular features such as mobility and portability, two-way-interactivity; personal media, etc. make it stand out from numerous of new media, and get full attention. With the development of society and economy, the public split into different groups because of the different social status, economic conditions, education level and world values. Thus there is a new condition of“fragmentation”, which also produces a new communication environment. Since the gap between individual’s life style and thinking patterns is widening, and the phenomenon of the split of audience is becoming obvious, the demand of accurate dissemination and personal medium will sure be more intense. In this new context of“fragmentation”communication, how should mobile television unleash its core competence and communicate effectively? How should the industry of mobile television break the dead lock and stand out in the fierce competition? These are the questions going to be discussed here in this paper.
There are four main parts in this paper.
The first part introduces the research background and literature review, study purport, purpose, and method.
The second part presents the definition and concept of mobile television, and analyzes the media characters of mobile television and the construction of mobile television’s“fragmentation”context. Mobile television has digital media’s features of high degree of convergence, portability and two-way-interactivity, superiority of mobile media’s mobility, and also personal media’s“private”and“personal”features. As a new media pattern, it needs to be adjusted to the communication context as well. The trend of“fragmentation”of society influences the field of media, which now shows the“fragmentation”condition of communication subject, audience, way of communication, and communication content of mobile television.
The third part shows the status of the development of mobile television in China, and analyzes the shortage and problems facing China.
The forth part mainly, based on the advantages and characters of mobile televisions, discusses its development in the context of“fragmentation”, and tries to analyze the core competition of it through the spread of finance and economics news.
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