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基于4I理论下品牌联名的新媒体传播实践与思考
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作者 第佳慧 崔佳悦 +2 位作者 罗如轲 白雨荷 邱宇 《中国商论》 2024年第4期137-140,共4页
随着新媒体的迅速发展,品牌间的竞争愈加激烈,不断有品牌选择联名的策略和路径。如何将品牌联名做好,使营销传播达到1+1>2的效果成为品牌联名的关注点。相较传统的营销理论,4I理论能够更好地应用于新媒体时代。文章通过查阅国内外资... 随着新媒体的迅速发展,品牌间的竞争愈加激烈,不断有品牌选择联名的策略和路径。如何将品牌联名做好,使营销传播达到1+1>2的效果成为品牌联名的关注点。相较传统的营销理论,4I理论能够更好地应用于新媒体时代。文章通过查阅国内外资料、了解现有研究状况,结合4I理论研究五个品牌联名典型案例在微信、抖音等平台的传播特征,分析品牌联名新媒体传播效果的影响因素,从而做出思考并得到一些启示,展望品牌联名新媒体传播的未来发展。本研究旨在通过可靠的数据分析,提炼总结品牌联名新媒体传播特性,最终帮助处于新媒体时代的企业品牌联名在传播效果上做出突破,进而推动品牌营销活动。 展开更多
关键词 4I理论 品牌联名 媒体显著 品牌竞争 营销模式 传播效果
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IPTV与互联网电视优劣谈 被引量:1
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作者 郭蕾 桑欢 +1 位作者 李皓琰 李桂花 《黑龙江科技信息》 2010年第11期56-56,共1页
IPTV与互联网电视都是顺应交互性新媒体发展趋势而涌现的技术手段,介绍了IPTV技术以及互联网电视,并在此基础上对两者在技术体系、业务类型和发展前景方面进行了比较分析,最后做出了总结和展望。
关键词 IPTV 互联网电视 交互媒体
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"My Newscast" Is No Longer Ours
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作者 Felisbela Lopes Luis M. Loureiro 《Journalism and Mass Communication》 2011年第3期201-212,共12页
With this article we aim to propose an analytical alternative to what we could call the substitution and condemnation of the spectator as an element of the new technological apparatuses. Actually, what we see in many ... With this article we aim to propose an analytical alternative to what we could call the substitution and condemnation of the spectator as an element of the new technological apparatuses. Actually, what we see in many of the current reflections on new media is that while the spectator is being accused of ultimate passivity, he is also being mobilized to emancipated action as an empowered user. Through the critique of an online application available on Portuguese Radio Television (RTP)'s website, the state-owned television network, called 0 Meu Telejornal1, we will try to demonstrate that we actually need to develop a spectator theory to critically understand the political position of the citizen within our changing contemporary media environment. 展开更多
关键词 TV newscast online news SPECTATORSHIP CITIZENSHIP technological determinism
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Dependence Theory and Radio: An Evaluation on How Radio Can Change Future Dreams
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作者 Mihalis Kuyucu 《Journalism and Mass Communication》 2014年第8期469-477,共9页
Radio is all about dreams. This old and tired medium now fights with new media as it is with its old enemy television. Radio has a big impact on dreams. It gives you the sound and makes you dream. Once you get used to... Radio is all about dreams. This old and tired medium now fights with new media as it is with its old enemy television. Radio has a big impact on dreams. It gives you the sound and makes you dream. Once you get used to this media you start dreaming. If you used to listen radio more, you get in dependence with it. So this day dreaming change to lifeless dreaming. This article gives an evaluation of how radio audience can shape audience future dreams with dependence theory. The paper starts with a conceptual explanation of dependence theory and goes on with a survey done in Turkey to 101 radio listeners. The survey investigates on how people like listening the radio and what makes them enjoy radio. The survey assumes that people listening to radio and getting depended on it start changing the behaviors and habits of listeners. This behavior change effects listeners future dreams and the audience take radio as a model. The paper shows by using the dependence theory that radio listeners take the radio they love as model and use it to build their future business dreams. 展开更多
关键词 RADIO radio broadcasting dependence theory radio and Turkey
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Bridging Sociality and New Media Practice as a Lever to Intercultural Competency
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作者 Maria Giovanna Onorati 《Sociology Study》 2013年第5期321-333,共13页
This paper is based on the findings of a survey on 120 students involved in the Interdisciplinary Course on Intercultural Competences (ICIC), a three-year EU Lifelong Intensive Program project aimed at developing in... This paper is based on the findings of a survey on 120 students involved in the Interdisciplinary Course on Intercultural Competences (ICIC), a three-year EU Lifelong Intensive Program project aimed at developing intercultural competency in the education, social work and health care professions. The Program approached intercultural competency as a culturally aware ability to cope with unfamiliar situations continuously arising in the current ever-changing society, in which learning has become an "endemic condition", and the new media have created symbolic resources for actively expressing and constructing identities as an in-progress and negotiated project. Intercultural competency is therefore rethought from a holistic perspective as a part of an educational mission that particularly values one's communicative and social experiences as a strategic resource for facilitating learning processes and enhancing professional competency. The presented data show sociality as a clustering factor for intercultural learning and displays a factorial structure, from which a model for intercultural education is inferred, in which bridging social capital, media practice and reflective attitude become crucial for gaining and valuing competency in terms of human capital. 展开更多
关键词 Intercultural competency lifelong learning experience CONVERGENCE bridging social capital
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Negotiations of the "Female Gaze": Film Theory and Practice in Polish Women's Art and Cinema*
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《Journalism and Mass Communication》 2013年第8期532-540,共9页
The paper discusses selected works of Polish women artists and directors who employ various forms of audiovisual presentation: film, video art, and new media. The author wrote it from the perspective of a film schola... The paper discusses selected works of Polish women artists and directors who employ various forms of audiovisual presentation: film, video art, and new media. The author wrote it from the perspective of a film scholar whose interests focus on women directors and problems of cultural and gender identity in the contemporary cinema. Nevertheless, she decided to expand her research area to include works of Polish female artists who utilise the media and these means of expression that can be analysed in regard to modern film studies. She adopted the theoretical, feminist, and gender perspective, also applying the methodology of cultural studies in their broadest definition. This enables the author to situate the movies under discussion in diverse contexts and theoretical concepts. The purpose of the paper is thus not to offer a comprehensive or historical discussion of women's input into audiovisual arts of Central and East European Countries, but to emphasise complexity and demonstrate dynamics of their artistic creativity in Poland particularly. In her analysis, Radkiewicz considers four different research approaches: historical, theoretical (which refers to film and media studies), artistic, and identity related ones. From this perspective, she investigates filmmakers' and artists' strategies of using the cinematic field, film conventions, and means of representations, which are the foundation of their narrative expression. 展开更多
关键词 women's cinema and arts gender identity post-communist transformations
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我国网络政治参与的发展历程及其基本理论 被引量:4
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作者 黄桥法 王贺 《科学社会主义》 CSSCI 北大核心 2012年第4期82-85,共4页
网络政治参与是以现代信息网络为中介,以互动引导、建设管理、制度规范等为基本方式,使社会成员形成符合一定社会或一定阶级所需要的民主政治的社会实践活动。网络政治参与的发展使构筑一个容纳少数派的权力在内的新的民主机制成为可能... 网络政治参与是以现代信息网络为中介,以互动引导、建设管理、制度规范等为基本方式,使社会成员形成符合一定社会或一定阶级所需要的民主政治的社会实践活动。网络政治参与的发展使构筑一个容纳少数派的权力在内的新的民主机制成为可能。只有树立全新的网络政治参与观念,掌握网络文化领导权和话语主导权,正确地了解、教育和引导广大网民,才能保障它发展的方向。 展开更多
关键词 网络政治参与 新媒体性 民主政治
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