【作者】 李恩；

【导师】 默书民；

【作者基本信息】 河北经贸大学 ， 传播学， 2020， 硕士

【副题名】基于议程设置理论

【摘要】 新媒体发展至今,微博以其超高的受众关注度,成为了众多个人和企业开展营销活动的重要平台。其中,电视剧因为自身丰富的内容性与极强的话题性与微博用户的社交及娱乐需求高度契合,并且微博的开放性也十分有利于电视剧内容和话题的扩散,因而以微博为平台开展营销活动已受到电视剧营销人员的广泛认可。新媒体环境下议程设置理论也呈现出新的特点。电视剧微博营销通过在微博计划性的进行议程设置,以话题带动关注,进而提高收视率。但从目前电视剧微博营销的现状来看,多数电视剧均是模式化进行微博内容的发布,缺乏整体议程规划,其结果或是关注度无法持续,或是负面情绪无法把控,最终未能达成理想的营销效果。在此背景下,通过对成功开展电视剧微博营销的典型案例进行剖析,挖掘其议程设置的最佳路径,对电视剧行业今后的发展具有重要意义。本文选取2019年年初最为火爆的电视剧《知否知否应是绿肥红瘦》为研究案例。在梳理议程设置理论的基础上,首先明确了新媒体阶段议程设置的新特点,并阐述了电视剧运用微博的议程设置功能开展营销活动的现状;然后结合议程设置理论对电视剧《知否知否应是绿肥红瘦》具体的微博议程设置行为进行分析,将其整个议程设置过程划分为第一层面的客体议程设置和第二层面的属性议程设置,并进行了大量的数据统计,最后总结出《知否》的微博营销在议程设置上的成功之处及其中问题,并给出了针对性的改进建议。此外,研究还发现在电视剧微博营销的过程中,粉丝用户作为参与者在一定程度上决定着议程的属性。总之,电视剧将微博作为新的营销平台,来开展的营销活动,还缺乏充足的经验,尚处于摸索时期。本文通过分析电视剧《知否知否应是绿肥红瘦》这一案例在微博营销中的议程设置情况,为今后电视剧微博营销梳理了议程设置的思路,明确了在电视剧制播的不同环节议程设置的要点以及可能出现的问题。更多还原

【Abstract】 With the development of new media,weibo has become an important platform for many individuals and enterprises to carry out marketing activities due to its high audience attention.Among them,because of its rich content and strong topic,TV series are highly consistent with the social and entertainment needs of weibo users,and the openness of weibo is also very conducive to the spread of TV series content and topics,so the use of weibo as a platform for marketing activities has been widely recognized by TV series marketers.The agenda setting theory also presents new characteristics in the new media environment.The microblog marketing of TV dramas USES the planned agenda setting in microblog to drive the attention with the topic,so as to improve the audience rating.However,judging from the current situation of microblog marketing of TV dramas,most TV dramas release microblog contents in a stereotypical manner,lack of overall agenda planning,and the results or attention can not be sustained,or negative emotions can not be controlled,and ultimately cannot achieve the ideal marketing effect.Under this background,it is of great significance to the future development of the TV drama industry to analyze the typical cases of successful TV drama microblog marketing and find the best way to set its agenda.This paper selects the most popular TV series in early 2019,know it or not,whether it should be green,fat,red and thin,as a case study.Firstly,on the basis of combing the agenda setting theory,this paper makes clear the new characteristics of agenda setting in the new media stage,and expounds the current situation of TV series carrying out marketing activities by using the agenda setting function of microblog.And combining the theory of agenda-setting in television the story of Minglan weibo agenda setting behavior of concrete is analyzed,its the agenda-setting process is divided into the object of the first level of agenda setting and the second layer surface attribute agenda-setting,and the large amounts of data statistics,finally summed up the the story of Minglan microblogging marketing on the agenda setting in success and its problems,and gives the corresponding Suggestions for improvement.In addition,the study also found that in the process of microblog marketing of TV dramas,fans as participants to a certain extent determine the attributes of the agenda.In a word,TV series use microblog as a new marketing platform to carry out marketing activities,which still lack sufficient experience and are still in the groping period.In this paper,by analyzing the case of TV series "know it or not know it should be green fat red thin" in the weibo marketing agenda setting,for the future TV series weibo marketing combed the idea of agenda setting,clear in the different links of the TV series agenda setting points and possible problems.更多还原