博客的大众传播效果分1介绍.doc

  博客的大众传播效果分析 —以 “使用与满足”理论为例 The Analysis of Blog’s Effects of Mass Communication —Use and Gratification Theory for Instance 学生姓名：罗余余 学号：0805039025 指导老师：邢若南 学院名称：科技学院 学科专业：新闻传播 完成时间：2012年4月【摘要】 博客被称为“两分钟上手的发报台”， 作为一种全新的个人媒介，博客凭借其个人性、开放性、互动性和及时性等传播特质受到越来越多的关注，成为互联网发展最为迅速的新应用之一。本文首先介绍了博客及大众传播效果的理论概述，着重分析了博客传播的大众传播效果；并阐述了“使用与满足”理论在传播中的表现，以及博客应用“使用与满足”理论中所存在的问题，针对性的提出了所归纳的几点发展策略，以期给相关研究提供一些借鉴。 【关键词】 博客；大众传播效果；使用与满足 Abstract  As a bran-new personal medium,Blog,which is called a transmitter that could be got started in two minutes,gets more and more attention from the public because of its qualities like personal,openness,interactivity and timeliness and become one of the new fastest-developed applications in the net world. This paper is mainly divided into three parts, the first chapter introduces the blog and mass communication effect theory, focuses on the analysis of blog communication effect of mass communication; the second part elaborated the uses and gratifications theory in transmission performance, including the use of different and the meet of changes, and points out its the existence of the problem; finally on the front of the proposed use and satisfaction theory in the blog communication problems puts forward some development strategies are summarized. In general this is the blog of the mass communication effect is analyzed, and the effects of mass communication. Use and satisfaction theory as an example, it analyzes the new media – blog’s effects of mass communication. Key word blog ；The effects of mass communication ；Use and gratification  目录 引言 错误！未定义书签。 一．博客的大众传播效果概述 1 （一）博客的定义 1 （二）大众传播效果概述 1 1.大众传播效果定义 1 2.大众传播效果的研究历程 1 3.新媒体——博客的大众传播效果分析 2 二．博客传播的“使用与满足”理论研究 3 （一） “使用与满足”在博客中的表现 3 1.受众地位的改变——传受者角色模糊化 3 2.受众心理的变化——受众的需求得到满足 4 3.传播形式的差异——反馈更加及时和迅速 5 （二）博客“