摘要
新媒体的出现,使得信息呈现爆炸式增长,海量信息让受众的选择变得更加多样化、灵活化,信息的接收不再局限于特定的时间和空间段,碎片化阅读已成为生活的常态。从受众需求入手,分析了信息碎片化时代信息的存在状态、受众的触媒习惯以及目前品牌传播的分散性状态,综合马斯洛需求层次理论、联结社会化媒体互动传播的优势,以期为品牌传播提出新的思路。
Due to the emergence of new media, it brings an explosive growth of information, which makes the option of audience more diversified and activated. While the information receiving is not limited in specific time and space, fragmented reading has become one part of daily life. In order to propose new ideas, starting with audience demands, this paper analyzed the existence of information in the era of information fragmentation and the habit of contacting media and dispersion of current brand communication strategy, then combined with the Maslow＇s hierarchy of needs and advantages of social media interactive communication.
出处
《湘南学院学报》
2017年第3期64-66,共3页
Journal of Xiangnan University
关键词
信息碎片化
跨屏传播
品牌传播策略
受众需求
information fragmentation, cross - screen communication, brand communication strategy
audience demands
