手机媒体外文文献

手机媒体的应用分析

The handset media’s application analysis

Nowadays, with the functional enhancement and development of mo bile network technology, the mobile phone has become a more and more important carrier and media of gaining information and a conse nsus has been reached on this opinion. Meanwhile, all kinds of proble ms about mobile media are also coming up. However, at present, the study of mobile media is more inclined to phenomenological descripti on than theoretical study, and more case study than systematic researc h in marketing application. In view of that, this paper attempts to mak e research on the main content of communication form, and define m obile media. It also pays attention to the development situation, com munication media and media characteristics of mobile media, and expl ores the problems such as restrictive factors on mobile media develop ment and communication management. All these provide better theory and application value on research of medium theory and how to achi eve the combination of new media and traditional media.

Based on the former study, through the integration of information a nd research on communication link of mobile media, the theory devel opment appears to be systematic and theoretical. Drawn from the prin ciples of communication theory, the paper analyzes the mobile media ’s influence on social life and current communication structure in the aspect of audiences, and how to make inheritance, deconstruction an

d reconstruction on traditional communication mod

e in future develop ment.

Taken mobile internet as a platform, the communication media with personalized instant message also called mobile media or mobile netw ork media. It is a mass media of communication which takes group as communication goal, orientation as communication purpose, real-time as communication effect, and interaction as communication applicatio n.

In the aspect of “interaction”, mobile media has excellent advantag es compared with traditional media. As we know, media is the carrier of information communication, but information communication of tradi tional mass media is unidirectional. In the aspect of providing content, it provides compulsively, that is to say, for media information, audien ces have no choice but to accept it. One of the key characteristics of traditional media is strong uni-directivity, which leads to audience’s f eedback to media information are mostly backward and delayed, and a lack of immediacy and directness. Meanwhile, in the process of send ing and receiving information, mobile achieves point-to-point communi cation. On one hand, the sender sends information to receiver by mob ile. In the meantime, after getting the information, receivers could pro cess the information directly and feed back to the sender. The receiver can reply to information source in different way, and join in the infor mation’s feedback and recreation timely and conveniently.

The low-cost access of mobile media has made expression and com munication freer. In the link of communication, it removes the constrai nts that media as a gatekeeper, and provides a better approach to ma

ke use of social intellectual property. On one hand, mobile owns the c haracteristics of simple technology, inexpensive equipment, and low co st of training and education. Meanwhile, mobile information is express ed in digital way. With the characteristics of small memory space, high capacity and recycling, it can save space resource and material consu mption. However, on the other hand, as is mentioned above, there is a lot of fake information in mobile, which may cause adverse social i mpact and social problems. On the other hand, the receiver, which is t he whole public, will discern and select information more difficultly an d spend more time accordingly.

The various negative impact caused by mobile media still needs to be managed and restricted by law and regulation. In order to guarant ee “technical service to society”, it may set up administrative organiz ation, lay down rules and regulations, and carry out effective manage ment and management personnel training, all these require a large inv estment. Therefore, whether the development and popularization of m obile technology will save social cost or not, it is still a difficult questi on to answer until now.

手机媒体的应用分析

如今随着其功能的增强和移动网络技术的发展，手机已经成为越来越多的人获取资讯的重要载体与媒介，这一观点已经成为共识。同时有关手机媒体的各种问题也浮出水面，然而，目前对于手机媒体的研究现象描述的多，理论研究的少；营销应用个案研究的多，系统研究的少。鉴于此，本文试图对手机媒体传播形态的主要内容进行研究，界定手机媒体的定义、观照手机媒体的发展现状、传播载体和媒介特性，思考手机媒体发展的制约因素和传播管理等问题，这对于媒介理论的研究以及探寻如何实现新媒体和传统媒体之间的融合具有很好的理论和应用价值。

理论拓展，在前人研究的基础上，通过对资料的整合，对手机媒体的传播环节进行研究，具有一定的系统性和理论性。借鉴传播学原理，从受众的角度去分析手机媒体对社会生活和现有传播格局的影响，以及手机媒体如何在未来的发展中对传统的传播模式进行继承、解构与重建。

手机上网为平台的个性化即时信息传播媒体，它是以分众为传播目标，以定向为传播目的，以即时为传播效果，以互动为传播应用的大众传播媒介，也叫手机媒体或移动网络媒体。

手机媒体在“交互性”方面有着传统媒体无法比较的优势。我们知道，媒体是信息沟通的载体，而传统大众媒体的信息沟通是单向的，从提供内容的角度上说是强迫性提供的，也就是说对于媒体的信息，受众无从选择。传统传媒的重要特点之一就是传播的单向性很强，这一特点导致受众对媒介信息的反馈大部分都是事后的、延时的，缺乏即时性和直接性。而手机在信息的传播和接受过程中，实现了点对点的沟通，一方面信息的发送者通过手机发送到接收者一方，与此同时，手机的接收者在获得信息之后，可以直接对此信息进行加工处理，并且反馈给发送者。信息接收者可以采用不同方式回复信息源，及时方便地参与信息的反馈和再创造。

手机媒体的低成本进入，带来了表达和传播的自由。在传播环节消除了媒介把关人的束缚，为社会的智力资源提供了一个更好的发挥、利用的途径。另一方面，手机技术简单，设备便宜，培训和教育的成本很低。同时，手机的信息是以数字化的形式表现出来的，具有信息存储的空间小、容量大、可重复利用等特点，可以节约空间资源和物质消耗。但是另一方面，是我们在上面提到的，手机当中存在着大量的虚假信息，这些无用的信息一方面可能造成不良的社会影响和引发社会问题。另一方面，使得信息接受者，即整个社会的大众，辨别和筛选信息的难度加大，时间耗费增加。

手机媒体造成的各种负面影响还需要通过法律和制度束对其进行管理和限制。为了保证技术服务社会，可能要设立管理机构，制定规章制度，进行实际管理和管理人员的培养，这些又需要大投入。因此，手机技术的发展和普及，到底是社会成本的节约还是增加，现在还是一个难以回答的问题。