泛娱乐化下的手机短信传播影响力研究——以“彩传盛世情动湖湘”红彩信红短信制作传播活动为例  

The Studies under Pan-Entertainment of the Influence of SME Spread——An Case Study of the Creation and Communication of Short Message

作　　者：徐勇[1] 

机构地区：[1]湖南日报报业集团,湖南长沙410005

出　　处：《湖南大学学报（社会科学版）》2011年第5期142-146,共5页Journal of Hunan University(Social Sciences)

摘　　要：湖南红彩信活动选择手机短信(包括多媒体短信)作为红色文化的重要传播渠道并获得成功,有其重要的技术背景和文化背景。手机的高普及率和传播功能的发挥是活动成功的基本条件,泛娱乐化下社会对主流文化的渴望是活动开展的内在动力。手机短信传播有利于增强民族凝聚力,提高公众对公共事件的参与度,调节公众情绪,积淀社会文化。传播内容的贴近性、传播时空的占位性、传播方式的多样化等是手机短信传播的基本特点。手机短信传播社会影响力的生成,一是基于传者的分裂式增长,二是得益于受者的从众效应。The Hunan red multimedia message creation and communication activity chooses short message service （SMS） and multimedia message service （MMS） as an important communication channels of red culture. This activity makes a great success, because of two obvious reasons. The former is due to the highly popularization of mobile phone, and the latter is depend on the extremely desire of mainstream culture in current pan-entertainment society. The SMS and MMS communication can enhance the cohesiveness of our nationality, make more people attending public events, regulate public emotions, and form cultures. It has several basic communication characteristics, including content familiarity, time occupation, and mode diversity. It will create profound and lasting public influence based on the split growth of disseminator and the bandwagon effect of audience.

关 键 词：泛娱乐化 手机短信 手机短信传播 社会影响力 

分 类 号：G124[文化科学]