新媒体传播与娱乐新形式

以网络传播和手机传播为代表的新媒体具有信息与娱乐两种重要的功能,它们既是信息传播的平台,又是娱乐游戏的平台。     

新媒体艺术与文献关联阅读娱乐化的思考

将新媒体艺术与文献阅读关联,从信息设计与传播的角度出发,考虑娱乐化阅读效果,这是一种新的价值取向.新媒体与新媒体艺术的主要特点有三个,即技术性、交互性、体验性.新媒体的核心还是技术.新媒体艺术与文献关联悦读效果主要表现在联想与延伸、参与体验、激发潜在智慧等方面.     

论农业产品品牌的新媒体传播方式

本文结合新媒体传播环境,针对农业产品品牌传播,提出了农业产品品牌的新媒体传播方式,即体验传播、精准传播、互动传播和植八传播.     

The Media Buying Process: Perceptions of Media Sales Representatives

This three-wave e-mail/Web-based survey examined current perceptions of media sales representatives. Media departments from small, medium, and large advertising agencies across the United States answered questions related to the general perception, influence, and role of media sales representatives across media types. Overall, the findings suggested a favorable opinion about media sales representatives with magazine representatives rated as most influential. Trust emerged as a critical component in the buyer–seller relationship. In addition, providers of reliable knowledge and information were found to be critical roles of media sales representatives. The findings are noteworthy and emphasize the importance of educating industry sales representatives regarding the value of relationship building in the media sales process.     

新媒体格局下传统出版社新品打造与品牌维护

在新媒体技术日益向传统纸质媒体渗透的大背景下,文章提出保持个性的相互融合已成为文化发展的新趋势,传统出版社应充分考虑当今新形势下的消费者阅读习惯与市场需求,不断在知识层面获得积累,引入外延式的生产思路,以开发图书内容的剩余价值,并结合时代特色,适当利用新媒体技术去促进传统纸媒自身的发展,以融合的方式实现跨越式发展,从而完善与发展既有品牌.     

The Event Movie: Marketing Filmed Entertainment for Transnational Media Corporations

Films have become an essential asset to transnational media corporations (TNMCs) such as Sony, Time Warner, or Disney. Since the 1990s these and other corporations have utilized a strategy called event movie. The central goal of this marketing strategy is to ensure the success of a film, as well as to provide content for the many different divisions owned or controlled by TNMCs, for example home entertainment, cable, and pay-television. The event movie strategy takes advantage of the film industry's macro structure and combines established concepts (blockbuster, high-concept marketing) with new business models, turning the value chain into a value cycle. This article describes an analytical framework for the event movie strategy that is used by the world's leading TNMCs. As a conclusion, the framework of the event movie strategy can be applied to better understand the success of individual films. The concept can also be expanded to describe the individual TNMC's strategy within the field of audiovisual content.     

U.S.-Produced Entertainment Media and Attitude Toward Americans

This study examines the relationship between Singaporean college students'attitude toward Americans and their exposure to U.S. exported entertainment media.

The 328 Singaporean college student participants expressed relatively neutral attitudes toward Americans and reported high consumption of U.S. entertainment media (movies, television shows, magazines, music). Exposure to American media was found to correlate positively with student attitudes toward Americans.

In contrast to some media critics' contention that exposure to U.S. media fosters negative attitudes among citizens of other countries, this study suggests that U.S. entertainment may influence attitude toward Americans in a positive direction.     

Effects of Promotion in the Three Media on Book Sales

Based on the case study of the top three book series as brands with sales of over 10 million copies in 2006, this essay attempts to analyze the important effect three media (newspapers, TV and the Internet) have in promoting sales, educating and creating readers. The review of these case studies also emphasizes the new efforts to sell books on a national scale.     

Testing Measurement Invariance of Hedonic and Eudaimonic Entertainment Experiences Across Media Formats

The aim of this study is to investigate the measurement invariance of media users’ entertainment experiences as conceptualized by two-process models of entertainment (i.e., enjoyment and appreciation) across different media formats. With this purpose, the present research relates to the recent rise of entertainment research, embracing more and more media types and formats with which entertainment experiences may occur. At the same time, it addresses a methodological issue that has rarely been addressed in communication research. Focusing on one of the most often used measurement instruments in entertainment research, on three different media formats (political talk shows, comedies, and dramas), the study finds evidence for configural, metric, and scalar invariance for the scale. The theoretical and practical implications of the findings are discussed.     

中国电视娱乐节目"新生态"建构"

本文从娱乐传播理念入手,把脉我国电视娱乐节目生产实践,探讨电视娱乐文化编码及视觉设计的缺失,由此构建电视娱乐节目"新生态",促动娱乐与人、娱乐与文化的深层和谐。     

娱乐新闻中的媒体责任边缘化及其纠正

当前的一些娱乐新闻报道由于过度放大娱乐功能,出现了热衷炒作猎奇,格调内容低俗,侵蚀主流文化,偏离主流舆论,误导新闻受众等媒体责任边缘化现象.要尽快扭转娱乐新闻报道责任偏移的不良倾向,必须遏止新闻消费主义影响,严把内容关,坚持正确的舆论导向,大力倡导主流文化,提升娱乐新闻品位.     

New Media

ELECTRONIC PUBLISHING PLUS: MEDIA FOR A TECHNOLOGICAL FUTURE edited by Martin Greenberger (White Plains, NY: Knowledge Industry Publications, 1985—$45.00/29.95)

NEWSPAPERS AND NEW MEDIA by David A. Patten (White Plains, NY: Knowledge Industry Publications, 1986—$34.95/24.95)

GREAT EXPECTATIONS: A TELEVISION MANAGER'S GUIDE TO THE FUTURE by Paul Bortz, et al. (Washington, DC: National Association of Broadcasters, 1986—$40.00, paper)

VIDEO DEMOCRACY: THE VOTE-FROM-HOME REVOLUTION by Richard Hollander (Lomond Publications, P.O. Box 88, Mt. Airy, MD 21771—$14.95)

THE NEW TELEVISION TECHNOLOGIES by Lynne Schafer Gross (Dubuque, IA: Wm. C. Brown, 1986—price not given, paper)

USING COMPUTERS: HUMAN FACTORS IN INFORMATION SYSTEMS by Raymond S. Nickerson (Cambridge, MA: MIT Press, 1986—$22.50)

THE CULT OF INFORMATION: THE FOLKLORE OF COMPUTERS AND THE TRUE ART OF THINKING by Theodore Roszak (New York: Pantheon, 1986—$17.95)     

试论媒介产品的市场营销策略

媒体采取有效的市场营销策略是在日趋激烈的传媒市场竞争中获胜的制胜法宝。本文试从内容、发行、广告三方面结合媒介经营实践分析媒介产品的市场营销策略,探讨媒体求得生存的空间与发展机会的思路。     

New Media

WIRED CITIES: SHAPING THE FUTURE OF COMMUNICATIONS edited by William H. Dutton, et al. (Boston: G.K. Hall, 1987—$45.00, with a paperback also available)

TOMORROW'S TVs: A REVIEW OF NEW TV SET TECHNOLOGY, RELATED VIDEO EQUIPMENT AND POTENTIAL MARKET IMPACTS, 1987–1995 by Gary H. Arlen (National Association of Broadcasters, 1771 N. St NW, Washington, DC 20036—$49.95 but $24.95 to NAB and BEA members, paper)

THE VIDEOTEX AND TELETEXT HANDBOOK: HOME AND OFFICE COMMUNICATIONS USING MICROCOMPUTERS AND TERMINALS by Paul Hurly, et al . (New York: Harper & Row, 1985—$21.95, paper)

TELEGUIDE: A HANDBOOK ON VIDEO-TELECONFERENCING by Doug Widner (Public Service Satellite Consortium, 600 Maryland Ave. SW, Suite 220, Washington, DC 20024—$49.95, paper; half that to PSSC members)

COMPUTERS IN VIDEO PRODUCTION by Lon McQuillin (White Plains, NY: Knowledge Industry Publications, 1986—$39.95)     

New Media

Videoplayer (Videoplayer Publishing Co., Suite 3, 4731 Laurel Canyon Blvd., North Hollywood, Cal. 91607 -- $10.00 per year/6 issues)

Conference on Communication Policy Research: Papers and Proceedings (National Technical Information Service, Springfield, Va. 22151 -- hard copy and microfiche prices not known: you might also write directly to OTP for this one)     

The Family Business: Entertainment Products and the Network Morning News Shows

The morning news programs provide an excellent forum for television broadcast networks to benefit from “corporate synergy,” but do they simultaneously compromise the intent of the social responsibility theory of the press? This study measured the entertainment content of the three network morning shows and correlated that to the ownership of the programs and the products being promoted. Results show the morning programs fill their daily news hole at least 20% of the time with entertainment and sports topics, that the entertainment products covered are more likely to have been produced by the networks' parent companies, and that the coverage of entertainment topics is almost certain to be favorable. The results are further evidence in support of calls for revision and update of the Social Responsibility Theory of the Press. The authors suggest that the adoption of the concept of stakeholder theory, applied in the business literature, offers a framework for making responsible editorial decisions in an atmosphere of corporate synergy.     

新媒体定义新论

本文首先从新媒体定义研究的背景与意义出发,在分析当今学术界和业界对新媒体定义的基础上,试图运用形式逻辑"类加种差"的定义方法,探求新媒体的类别归属和本质特征,提出一个新的新媒体定义,以求抛砖引玉,丰富和完善新媒体的理论建设,促进新媒体实践发展。     

How and Why to Measure Personal and Historical Nostalgic Responses Through Entertainment Media

Nostalgia is increasingly and successfully used as a means to attract media recipients. But what are the effects of different types of nostalgic responses through movies, songs, and video games, and how and why should they be measured? To clarify this, the personal and historical nostalgia scales questions were validated in a media context by conducting exploratory factor analysis, confirmatory factor analysis, and both regression and correlation analyses (studies 1 and 2). Thus, media researchers can now measure personal and historical nostalgia as a response to and across three different entertainment media: films, music, and video games. The author finds positive effects of personal nostalgia on entertainment media buying and word-of-mouth intentions, contrary to historical nostalgia.