自媒体广告的互动传播机制探析  

Explorative analysis of interactive communication mechanism of We Media advertising

作　　者：杨思杰 YANG Sijie(College of Arts,Anhui Polytechnic University,Wuhu 241000,Anhui,China)

机构地区：[1]安徽工程大学艺术学院

出　　处：《长安大学学报（社会科学版）》2019年第6期61-69,共9页Journal of Chang'an University(Social Science Edition)

基　　金：国家社会科学基金艺术学项目(16BG092);安徽省高等教育提升计划省级人文社会科学研究项目(TSSK2014B10)

摘　　要：自媒体以双向互动的互联网技术为基础,将用户置于信息生产与交流的中心,构建了去中心化的社交网络,为广告传播开拓了新的媒介空间。多元化的自媒体应用平台为广告的传播创造了便利渠道,也使自媒体广告发展出多样化的类型和传播形式,随之产生的互动传播机制需要得到深入研究。基于对传播学相关文献的梳理和自媒体广告形态及传播特征的现实考察,展开对自媒体广告互动传播机制的理论性研究。研究认为,在自媒体网络中,传者与受众关系发生了质变,这使广告信息的传播获得了包括媒介性、社交性和文化性等不同层面的动因,也因此给广告信息的传播形式和动态带来各种趋向的影响,使其呈现出碎片化、差异化、场景化和长尾化等特征,继而改变了广告反馈的应对及广告效果评估机制。自媒体广告的传受关系动因、信息传播动态和广告反馈、效果评估机制具有迥异于传统广告的互动特性和优势,这为自媒体广告互动传播的优化提供了参考依据。Based on the internet technology of two-way interaction,We Media places users at the center of information production and communication,constructs a decentralized social network and opens up new media space for advertising communication.Diversified We Media application platforms have created convenient channels for advertising communication,and diversified types and communication forms of We Media advertising have been developed.The resulting interactive communication mechanism needs in-depth exploratory research.Based on a review of relevant literature on communication and a realistic investigation of the forms and communication characteristics of We Media advertisements,this paper conducts a theoretical study on the interactive communication mechanism of We Media advertisements.According to the study,in the We Media networks,the relationship between the communicators and audience has undergonea qualitative change,which endows the spread of advertising information with motives on different levels including media,social and cultural motives.Therefore,the impact of various trends has been brought to the communication forms and dynamics of the advertising information,enabling it to exhibit fragmentation,differentiation,contextualization and long-tail characteristics,thus changing the response to advertising feedback response and the evaluation mechanism of advertising effect.The communicator-audience relationship motives,information communication dynamics and advertising feedback as well as the effect evaluation mechanism of We Media advertising are quite distinct from the interaction characteristics and advantages of traditional advertising,which provides a reference basis for the optimization of We Media advertising interaction and communication.

关 键 词：自媒体广告 互动性 传播机制 社交网络 传播环境 媒介性 

分 类 号：G206[文化科学—传播学] F713.8[经济管理—广告]