微信公众平台研究------硕士论文.docx

机制与问题：传播学视域下的公众平台研究(申请清华大学文学硕士学位论文)培 养 单 位：新闻与传播学院学 科：新闻传播学研 究 生：指 导 教 师:教授 年 月传播学视域下的公众平台研究摘 要摘 要已成为移动互联网时代的“现象级”应用，深刻的嵌入进了人们的日常生活2012年8月17日，上新增功能模块公众平台，媒体、企业、组织、个人都可以通过公众平台创建公众号据统计，公众号数量已达850万，且该数字还在与日俱增本论文从传播学的视域，以公众平台为研究对象，在文献综述的基础上结合笔者独立运营公众号“灼见”的实践经验，从内容、用户、互动等方面对“灼见”进行剖析，进一步从公众平台的要素构成、传播方式，尤其是传播特征方面进行研究研究发现，由于公众平台和朋友圈内容呈现按时序排列，内容被阅读存在一定生命周期，一般在刚送达48小时内是最高峰对比“灼见”一年期间图文统计趋势、用户增长趋势、消息数趋势，发现均有两个相同高峰，而高峰的出现完全来自内容，说明内容驱动用户阅读，内容驱动用户关注，内容驱动用户互动本文通过分析高阅读量和高分享量内容认为时机性和关联性是内容传播的最关键要素高阅读量和高分享量内容特征存在差异，高阅读量内容具备意外性、新奇性、激发性和积极性，与高阅读量内容相比高分享量内容时效性较弱、相关性较高、实用性更强。

研究认为，公众平台传播特征表现为：自传播与强到达的主体特征，富媒体与多样化的形态特征，场景化和伴随式的时空特征，关联性和时机性的内容特征，圈层化和交互性的渠道特征本文还提出了公众平台主要存在的问题：传播封闭化，缺少自净机制；内容同质化，造成信息冗余；版权白热化，抄袭现象严重最后，从公众平台具有的内容属性与服务属性，针对个人类、媒体类、政务类和企业类公众号提出发展路径关键词：“灼见”；公众平台；朋友圈；用户；内容56AbstractAbstractNowdays WeChat is so popular in this Internet Era that it integrates into people’s daily life. In August 17, 2012, WeChat launched a new functional module, Offcial Accounts, which is available for media, enterprises, organizations and individuals. Statistics show that, the ever-increasing number of public registration has reached 8.5 million. From the perspect of communication, this thesis studies the offcial accounts with the author’s operation experience of Penetratingview. Through the analysis of the Penetratingview from its content, subscribers, and interaction, the thesis illustrates the elements of offcial accounts, mode of propagation and especially its characteristics of propagation. The thesis holds the following communicative characteristics of the offcial accounts: As for the channels of communication, it propagates by itself and can be received effectively by the audience with much more accuracy; as for the forms of media, it is Rich Media, and can be presented in different forms; as for the temporal and spatial characteristics, it is scenarized and concomitant; as for the content, it depends more on the right time and the relativity of the issues; as for the channels, it manifests the characteristic of interaction.Based on he literature review and author’s operation of Penetratingview, and from the prospect of Communication, this thesis focus on the analysis of Offcial Accounts in WeChat, and makes a study about Penetratingview of its contents, users, interactions etc.; and a further analysis about essential factors, modes and especially features of transmission of Offcial Accounts is also given in this thesis.Research found that, feeds of public accounts and moments are displayed chronologically. Thus both feeds and moments are covered in a life cycle, and the first 48 hours is the prime. Previous trends of Graphic Statistics, increase of followers and messages indicate two prime times, and all of which are of feeds with high quality. All that suggests that feeds with high quality boost reading, following and interaction. With a study of feeds of high page view and forwarding in penetratingview, this article holds that timing and correlation are the key factors in dissemination. Writings of high page view vary from that of high forwarding in features, i.e. the former is more extraordinary, novel, stimulating and positive, and the latter with less timeliness, but more relevance and being more pragmatic.Studies suggest that, the WeChat Official Accounts are characterized as following: Self-diffusing and compulsive receiving of the account, Rich Meida and diversity of morphological characteristics, contextualization and synchronization of temporal-spatial features, correlation and timing of contents, sequence and interaction of transmission channels. Issues like dissemination finite, lacking of self-purification mechanisms; homogenization of writings, which result to information redundancy; more awareness of copy right and plagiarism are also presented in this article.In the end, this thesis puts forward reflection and suggestion to Official Accounts for media, enterprises, organizations and individuals in view of the nature of contents and service about Official Accounts.Key words: Penetratingview; Offcial Accounts; Moments; subscriber; content目 录目 录第1章 绪论 11.1 研究缘起 11.2 文献综述 21.2.1 的属性 21.2.2 的传播特征 31.2.3 用户关系网络符合小世界网络特性 31.2.4 的功能 41.2.5 的舆论研究 51.2.6 公众平台研究 61.2.7 现有研究的局限 71.3 问题与研究方法 71.3.1 研究问题 71.3.2 研究方法 81.4 核心概念 8第2章 公众号“灼见”概述 102.1 公众号“灼见” 102.1.1 “灼见”图文分析 102.1.2 “灼见”用户分析 122.1.3 “灼见”消息分析 142.2 “灼见”内容驱动的主要策略 152.3 “灼见”内容选择的主要标准 162.4 “灼见”内容传播的关键要素 172.4 “灼见”标题的特征 222.4.1 勾连热点 222.4.2 多用数字 232.4.3 使用特殊词语 232.4.4 体现完整性 242.5 “灼见”插图的表达 242.5.1 封面插图 242.5.2 正文插图 252.6 “灼见”典型案例 25第3章 公众平台的传播机制 323.1 公众平台的要素构成 323.2 公众平台的传播方式 333.3 公众平台的传播特征 333.3.1 主体特征：自传播与强到达 333.3.2 形态特征：富媒体与多样化 343.3.3 时空特征：场景化与伴。