摘要
技术的发展颠覆了传统的传播生态,依托数字技术和网络技术的发展,传播的信息量、速度、方式、质量等方面较之以前都有了革命性的变化。新媒体的独特优势为广告传播提供了更加有效的途径,新媒体广告不断发展并逐渐成长为当前最主要的广告形态。较之于传统的广告形式,新媒体广告之"新"不仅表现在包括新的媒介形态上,还带来了传播方式、对象、内容的内涵与外延的不断拓展,而这些新的因素亦丰富了媒介素养在新媒体传播环境下的新内涵。文章通过对新媒体广告中媒介素养对传播效果产生影响的维度分析,探讨新媒体环境下受众媒介素养的新变化、新呈现并结合媒介素养的新内涵试图找到提升传播效果的有效路径。
The development of the technology has subverted the traditional communication means. Relying on the de-velopment of digital technology and network technology, the spread of information, the transmission speed, mode of transmission, and transmission quality have undergone a revolutionary change. The unique advantages of the new media provide the audience with a more effective way of advertising communication, and the new media advertise- ment is gradually developing into the most important advertising form. Compared with the traditional forms of adver-tisement, the 〈（ newnessv of new media advertisement is embodied not only in forms,but also in transmission mode, the connotation and denotation of transmission content. These new factors have enriched the new connotation of the media literacy in the new media environment. Through analyzing the communication effect dimensions of media liter-acy ,the paper examines the new change of the media literacy of the audience, and attempts to find some methods to improve the communication effect in the new media context.
作者
陈华
CHEN Hua(School of Journalism and Communication,Guangzhou University,Guangzhou 510006,China)
出处
《南昌工程学院学报》
CAS
2018年第2期54-58,共5页
Journal of Nanchang Institute of Technology
基金
国家社会科学基金一般项目(16BXW002)
关键词
新媒体广告
媒介素养
技术
传播效果
new media advertisement
media literacy
technology
communication effect
