【作者】 张颖；

【导师】 杨先顺；

【作者基本信息】 暨南大学 ， 传播学， 2011， 硕士

【副题名】基于扎根理论的研究方法

【摘要】 微博是Web2.0时代最为流行的一种网络社交方式,它在政治、经济、文化和教育上有诸多意义和价值。本研究基于技术的社会建构视角,沿袭了罗杰斯创新之扩散的思路,以新媒体技术的快速发展为背景,选择中国有代表性的报纸(人民日报,中国青年报,北京青年报和FT中文网)对微博的典型报道为样本,使用扎根理论的方法进行深入调研,探讨媒体如何通过建立报道框架呈现微博这一新兴的媒介技术,力图发现以报纸为代表的传统媒体对微博的扩散起到了怎样的作用,从而在中国语境下发展出媒体的新闻报道对新媒介技术扩散影响的初步理论。本文分为六个章节,第一章介绍了研究的背景和起源,研究目的、研究意义、研究思路及创新点,将文章引入正题。第二章介绍了研究方法——扎根理论的方法,对它的起源、研究原则与研究程序、使用过程做了相对具体的描述,并解释了选择扎根理论作为研究方法的原因。第三章主要对相关的文献进行分析,包括微博相关的文献、技术扩散相关的文献。在此基础上提出了本文的研究问题：1.描述新闻报道对微博形象的建构策略,运用了怎样的报道框架；2.同一性质的媒体,在不同时间段,对微博形象的建构重点是否有变化；3.不同性质的媒体,在同一时间段,对微博形象建构的策略是否有区别。第四章是本研究的操作过程,分别是数据收集策略、数据基本情况描述、文献分析结果、开放性编码、选择性编码、主轴式编码。第五章详细分析了第四章的研究结果,通过理论的初构、相关文献的再回顾最终实现了理论的建构。第六部分是结论部分,总结了全文并对本研究的局限性进行反思,提出了进一步的研究建议。更多还原

【Abstract】 As the most popular form of online social networks in the Web2.0 era, Microblog has a variety of political,commercial,cultural and educational use.Drawing from social construction theories of technology, following the perspective of Rogers’innovation diffusion, the research uses the grounded theory approach to analyze the typical press coverage of microblog on the background of the rapid development of new media technology.The author select coverage from three representative newspaper and one Chinese website as the sample,that is the People’s Daily, the China youth daily,the Beijing youth daily and FTchinese website. The research aims to explore the framework by which the media establish this emerging media technology, so as to find out the great impact on the diffusion of microblog exerted by the traditional, thus develop the preliminary theory of new media technology diffusion theory in the Context of China.This article is divided into six chapters, the first chapter introduces the background, origin, the significance, innovation points of this study, thus leads to the whole research.The second chapter interprets the method-the grounded theory about its origins, research principles and process.also, we explain the reason why chosen choose grounded theory as a research method.The third chapter analyzes the relevant literature like twitter and technology diffusion. The research questions are:1. Describe the framework established by news reports to construct the microblog image; 2. Are there any differences on the construction of microblog images by one media at different times 3. Are there any differences among different media but at the same time.The fourth chapter is the operation process, include data collection strategy, data description, the literature analysis, open coding, selective coding and the spindle coding.ChapterⅤanalyzes the results of ChapterⅣ, through the initial theorization and the literature review, to accomplish the construction of the eventual theory. PartⅥis the conclusion, to summarize the full text and reflect the limitations of this study, and d then propose the further research proposals.更多还原