对分众类广告传媒发展的批判思考——一种基于受者本位的研究的论文(范本).docVIP

对分众类广告?传媒发展的批?判思考——一?种基于受者本?位的研究的论?文 对分众类?广告传媒发展?的批判思考—?—一种基于受?者本位的研究?的论文 ? 关键词?： ? 分众传播? 分众传媒 ?受者本位 ? [摘?要] ? ：?通过对大众传?播到分众传播?的历史的描述?，分析了随着?分众传播时代?的来临和传播?活动中受者地?位的提升，大?众传播活动特?别是广告传播?应该具备的基?本传播特点和?范式。在这样?一个语境的观?照下，中国当?今以“分众传?播”为口号的?蓬勃发展的分?众类媒体公司?本质上是一种?风险资本推动?下的泡沫产物?。在对其传播?和运营模式进?行了批判性研?究的同时，提?出基于受者本?位的理念，以?分众传媒公司?为龙头的分众?传媒类公司违?背了基本的传?播潮流，导致?了巨大的负外?部性和受众权?益的损害，恶?化了整个广告?传播生态，是?对社会公众注?意力资源的恶?性开发。此类?公司的进一步?发展，必须是?以尊重受众的?主体地位为基?本的前提。 ?abstra?ct: wi?th the? falli?ng of ?the “d?emassi?ficati?onal m?unicat?ion ag?e”, th?e stat?us of ?the re?ceiver?s is e?nhance?d in t?he mun?icatio?n proc?ess ,i?n this? paper? the a?uthor ?descri?bes th?e evol?ution ?of mun?icatio?n from? mass ?munica?tion t?o dema?ssific?ationa?l muni?cation?, anal?yzes t?he act?ivitie?s of m?ass mu?nicati?on, es?pecial?ly, th?e basi?c char?acteri?stics ?and pa?radigm?s that? adver?tising? munic?ation ?should? have.? under? this ?enviro?nment,? those? vigor?ous de?velope?d pani?es whi?ch slo?ganed ?with “?demass?ificat?ional ?munica?tion” ?are es?sentia?lly ca?pital ?bubble?s. aft?er cri?tical ?resear?ches a?bout t?he mod?e of m?unicat?ion an?d oper?ation ?those ?panies? are o?perati?ng, th?e auth?or put?s forw?ard a ?“recip?ients-?orient?ed” id?ea. “f?ocus m?edia p?any” a?nd pan?ies of? the s?ame ki?nd, is? runni?ng cou?nter t?o the ?trend ?of bas?ic mun?icatio?n, lea?ds to ?a huge? negat?ive ex?ternal?ities ?and ha?rmed t?he rig?hts in?terest?s of t?he aud?ience.? meanw?hile, ?which ?worsen?s the ?whole ?advert?ising ?munica?tion e?nviron?ment a?nd mal?ignant?ly dev?elops ?the pu?blic a?ttenti?on. re?spect ?for th?e audi?ence` ?domina?nt pos?ition ?should? be th?e basi?c prem?ise, i?f such? panie?s want? to ma?ke a f?urther? devel?opment?. key ?words:? demas?sifica?tional? munic?ation；?demass?ificat?ional ?media；?audien?ce-ori?ented ? ?一、引言 以?纳斯达克上市?公司分众传媒?（focus? media?）为代表的号?称“分众类”?广告传媒公司?的兴起和蓬勃?发展，是中国?广告传播界与?传媒界的一种?新兴现象，引?起了学界、业?界和风险资本?市场的巨大关?注。WWw.?.cOm同时?，由于此类公?司无所不在的?影响力和传播?行