论文部分内容阅读
手机阅读是以手机媒体为载体下载、复制和浏览文学作品的新型阅读方式。手机阅读自04年崛起之后,发展势头猛劲。随着3G时代的到来,手机阅读将成为3G热点应用,成为手机用户的宠儿。本文从麦克卢汉的“媒介是人的延伸”以及“媒介即信息”的理论入手,认为手机媒体可以实现阅读与个人的无缝链接,而手机阅读反过来对手机媒体有所要求。同时揭示了手机媒体对手机阅读行为的影响。通过建构logistics分析模型的定量研究方法,精准定位手机阅读人群的主要特征:手机阅读以年轻人为主,手机阅读之初兴起的手机阅读者是市场领先者和忠实客户,有钱有闲一族和硕士以下学历的人群也是手机阅读的主力人群。了解手机阅读者的主要特征后,通过深入了解阅读者的阅读习惯,完善手机阅读的产业链,来更好地为手机媒介的发展服务。
Mobile reading is a new way to download, copy and browse literary works based on mobile media. Since the rise of mobile phones in 2004, the momentum of development is fierce. With the advent of the 3G era, mobile phone reading will become a 3G hotspot application and become the darling of mobile phone users. This article starts with McLuhan’s theory of “medium is human extension” and “medium is information”, and holds that the mobile media can realize the seamless link between reading and personal communication, and that mobile reading in turn has some influence on mobile media Claim. At the same time revealed the impact of mobile media on mobile reading behavior. By building a quantitative analysis method of logistics analysis model, the main features of the mobile phone reading population are precisely targeted. Mobile phone readers are mainly young people. The mobile phone readers who read the beginning of mobile phone reading are market leaders and loyal customers. The following qualifications of the crowd is also the main mobile phone reading crowd. Understand the main features of mobile phone readers, through in-depth understanding of the reader’s reading habits, improve the mobile phone read the industry chain, to better serve the mobile media development.