互联网广告中的科技信息传播特点初探.pdfVIP

科技传播 互联网广告中的科技信息传播特点初探 肖 慧 湖南大学科技新闻与科技传播研究所，湖南省长沙市 410082 摘 要 互联网广告作为广告界的后起之秀，已经以越来越快的发展速度引起了业界的普遍重视，学术界研 究互联网广告的专著和文献也层出不穷，本文以笔者的微薄之力试图研究了互联网广告中的科技信息传播特 点。在文中，笔者首先描述了目前国内互联网广告的发展情况，在此基础之上，笔者阐述了互联网广告中的 科技信息的传播与互联网广告传播的关系。笔者认为互联网广告中的科技信息传播具有以下三个特点：行业 集中度高；文字信息多过图片信息；反馈性强。 关键词 传播学；互联网广告；科技信息；传播特点 Features of Science Information Communication in Internet Advertising XIAO Hui Institute of Sci-Tech Journalism and Communication of Hunan University, Changsha, Hunan 410082 Abstract As a rising star of the advertising industry, Internet advertising has aroused widespread attention to the industry because of its faster and faster pace of development. There are more and more academic studies and literatures of Internet advertising in academe. The author of this article attempts to be absorbed in studying the characteristics of scientific and technological information dissemination in Internet advertising. At first, the author describes the current developments of Internet advertising. After that, the author elaborates on the relationship between the dissemination of scientific and technical information in Internet advertising and the spread of Internet advertising. I believe that the dissemination of scientific and technical information of Internet advertising has the following three characteristics: high degree of concentration of industry; text message more than picture information; strong feedback characteristic. Keywords communication; Internet advertising; science information; features of communication 互联网作为信息传播的新载体，是20世纪人类最伟大的基