APP“年度报告”风靡:深度媒介化时代数字媒体与年轻群体的互动关系探索  

The Rise of“APP Annual Reports”:Exploring the Interactive Relationship between Digital Media and Young Audiences in the Era of Deep Mediatization

作　　者：段淳林[1] 陈睿璇 Duan Chunlin;Chen Ruixuan

机构地区：[1]华南理工大学新闻与传播学院

出　　处：《现代广告》2025年第5期4-9,共6页Modern Advertising

摘　　要：2024年底,APP大规模发布“年度报告”,成为年轻群体社交互动的新话题,继而引发对于数字媒体与年轻群体互动关系的深入探讨。本研究以此为切入点,期望能够剖析其背后的媒介变革与互动逻辑,为深度媒介化时代的广告与营销提供新视角。本研究认为,媒介变革使得数字媒体向多元化、智能化方向发展,并已经深度嵌入社会结构。基于此,数字媒体的社交属性明显,通过情感叙事满足年轻群体个性与情感需求,从而与用户构建更紧密的互动关系。而随着社会的深度媒介化发展,数字媒体与用户之间的互动关系也将持续演变。|At the end of 2024,the APP will release the“annual report”on a large scale,which has become a new topic of social interaction among young people,which in turn has triggered an in-depth discussion on the relationship between digital media and young people.Taking this as a starting point,this study hopes to analyze the media transformation and interaction logic behind it,and provide a new perspective for advertising and marketing in the era of deep media.This study argues that the media revolution has made digital media develop in the direction of pluralism and intelligence,and has been deeply embedded in the social structure.Based on this,the social attribute of digital media is obvious,and the personality and emotional needs of young people are met through emotional narratives,so as to build a closer interactive relationship with users.With the development of deep mediatization in society,the interactive relationship between digital media and users will continue to evolve.

关 键 词：深度媒介化 数字媒体 年轻群体 数据叙事 互动关系 

分 类 号：G63[文化科学—教育学]