媒介融合对广告传播的影响研究

A Review on Media Convergence＇s Impact Over Advertising Communication

本文运用定性研究的方法，考察和研究了媒介融合这一概念的由来及其发展，指出媒介融合改变了广告传播赖以存续的广告环境，而这种环境的改变又对广告传播生态系统中各个环节造成了深刻的影响与冲击。文章认为，在一个媒介多元和融合发展的环境下，传者（广告主体）的传播特权正在被不断消解，相反，受者（广告客体）的选择权和传播权却不断得到增强。广告传播重归用户本位。在媒介融合时代，传统广告的传播致效性已经且正在被持续削弱，到了必须做出调整和改变的时候；这种调整与改变必然要以市场需求为导向，以受众为本；调整与改变的目的则是要在媒介融合的大背景下更好地达成传播致效，提高成本效益。

This paper, mainly using the qualitative research method, reviews the emergence of media convergence, its definition, and its development, pointing out that media convergence has changed the advertising environment. This change to the environment has profoundly influenced and impacted on each of the chain within the advertising eco-system. The paper perceives that media convergence has shifted away the power from the advertisers, and on the contrary, the fight of choice and right of communication for consumers have been continuously enhanced and secured. This trend has been leading advertising communication to audience-centric again. The paper believes traditional advertising＇s effectiveness and efficiency have been continuously waning in a media convergence era and now it＇s the time for advertising communications to make change and realign its strategies. The change and realignment, with the objective of realizing communication efficiency and cost effectiveness, must adhere to market needs and should be customer-oriented.