论文部分内容阅读
新媒体环境下微电影议程设置功能变得愈加重要。传播机制涉及信息传播的形式、方法以及流程等各个环节。由于传播主体的全民性,微电影议程设置趋于多元;由于传播内容的丰富性,微电影议程设置属性上存在分歧;由于传播渠道的广泛性,微电影传播媒体间存在议程设置功能;由于传播受众的能动性,微电影议程设置出现多个中心;由于传播效果的裂变性,“导向需求”理论依然适用于微电影。
The function of setting the agenda of the micro-movie in the new media environment has become more and more important. Communication mechanism involves the form of information dissemination, methods and processes and other links. Due to the universal nature of the main body of transmission, the agenda setting of the micro-film tends to be pluralistic. Due to the richness of the content disseminated, there are differences in the attributes of the micro-movie agenda. Due to the wide distribution channels, there exists an agenda setting function in the micro-movie media. Audience initiative, micro-movie agenda set up multiple centers; due to the fission of the spread of the effect, “demand-oriented ” theory is still applicable to micro-film.