自媒体格局下的定制化传播研究  

On Customized Communication in the We-media Era

作　　者：程瑶[1] 杨思杰[1] 

机构地区：[1]安徽工程大学艺术学院,安徽芜湖241000

出　　处：《南阳师范学院学报》2017年第4期58-61,共4页Journal of Nanyang Normal University

基　　金：国家社科基金艺术学项目(16BG092)

摘　　要：互联网环境下的信息传播,受众愈加倾向于那些以个性化为前提并为其量身定制的信息服务,因此,一种基于自媒体平台的新型网络传播模式——定制化传播,正越来越受到消费者的青睐,究其内因,是人性的求异及自我暴露、自我实现的需求驱动;究其外因,则得益于日渐自由开放的网络环境孵化结果,此种新型传播模式一方面基于大数据分析来精准把握和满足用户的个性化需求,又能够通过分众时代下崭新的数据逻辑建构新的用户信息系统,最终促使定制化传播时代的全面到来。The dissemination of information in the Internet environment calls for tailor-made information or service to individual customers. Therefore, a new mode of network communication based on customization is increasingly being favored by more and more customers. Internally, this demand for customized communication service is driven by the human nature for self-exposure and self-fulfillment. Externally, it is a result of the increasingly open and free network environment. On the one hand, individual user5 s demands can be met by a big data-based analysis of his or her preferences. On the other hand, a new user information system can be forged via an accurate investigation into brand-new data collected in the new We-media era, serving to ultimately usher in the customized communica-tion era.

关 键 词：自媒体 传播 定制化 

分 类 号：G206.3[文化科学—传播学]