【作者】 刘佳；

【导师】 朱秀清；

【作者基本信息】 山东大学 ， 新闻与传播（专业学位）， 2022， 硕士

【摘要】 2013-2020年,全国结婚登记人数连续7年下降。2021年,三孩生育政策强调要将婚嫁、生育、养育、教育一体考虑。在此背景下,本文聚焦“婚嫁”这一政策起点,通过研究“脱单难”这一社会问题的新的解决方案——“云相亲”直播,探讨通过“云相亲”直播的采用和优化,能否使脱单问题变得更容易。本文以场景理论为视角,综合运用参与观察法、深度访谈法、问卷调查法和案例分析法,从传受两个角度对“云相亲”直播的场景建构、场景体验以及传播价值等进行了研究,即从直播的现状入手,概述直播的场景变迁、分类和特点,分析媒介技术支撑、场景交互过程和行为主体呈现三方面的场景构建,厘清“云相亲”直播的场景传播模式,调查用户接受和使用情况,最后从传播效果和传播策略总结“云相亲”直播的场景传播价值。研究发现,“云相亲”直播的采用和优化,能使脱单问题变得更容易。第一,“云相亲”直播具有发展基础。“云相亲”直播场景的搭建-互动-连接形成了可循环体验的可能,信息+利益+情感实现了场景闭环连接。第二,“云相亲”直播获得了良好传播效果。相亲直播满足了人们情感+社交+信息的多重需求,人际认知在相亲直播中更加明确。第三,“云相亲”直播可复制推广。虽然相亲直播尚处试验阶段,但是用户市场下沉趋势明显,潜在用户有望转为忠实粉丝,用户满意度和期待值呈现三分趋势,相亲直播的提升空间很大,而且头部APP品牌效应明显,场景适配策略、定制策略和运营策略可借鉴推广。总之,“云相亲”直播为解决“脱单难”问题提供了新思路,能够丰富国内网络直播研究,也是场景理论应用研究的再实践。但是本文的研究缺少跟踪性访谈,问卷调查未进行分析性研究,新的研究案例会陆续出现,研究问题可进一步聚焦,理论建构深度也有待加强,日后可从这些方面进行研究。更多还原

【Abstract】 From 2013 to 2020,the number of marriage registrations across the country has declined for seven consecutive years.In 2021,three-child policy stressed the need for unified policymaking in terms of marriage,births,parenting and education.In this context,this paper focuses on the policy starting point of "marriage".By studying the new solution to the social problem of "difficulty in getting rid of orders"-"cloud blind date" live streaming,this paper discusses whether the problem of getting rid of orders can be made easier through the adoption and optimization of "cloud blind date" live streaming.From the perspective of scene theory,this paper comprehensively uses participatory observation,in-depth interview,questionnaire survey and case analysis to study the context construction,context experience and context value of "cloud blind date" live streaming from the perspectives of disseminator and audienc,that is,starting from the current situation of live broadcast,this paper summarizes the scene changes,classification and characteristics of live broadcast,and analyzes the scene construction in three aspects:technical support of media,scene interaction process and subject presentation of behavior.Clarify the context communication mode of "cloud blind date" live streaming,investigate the acceptance and use of users,and finally summarize the context communication value of "cloud blind date" live streaming from the communication effect and communication strategy.The study found that the adoption and optimization of "cloud blind date" live streaming can make the off order problem easier.First,"cloud blind date" live streaming has a development foundation.The construction interaction connection of the live broadcast scene of "cloud blind date" forms the possibility of circular experience,and the closed-loop connection of the scene is realized by information+Interest+emotion.Second,"cloud blind date" live streaming has achieved good communication results.Blind date live broadcast meets people’s multiple needs of emotion+social+information,and interpersonal cognition is more clear in blind date live broadcast.Third,"cloud blind date" live streaming can be copied and promoted.Although the blind date live broadcast is still in the experimental stage,the downward trend of the user market is obvious,potential users are expected to turn into loyal fans,user satisfaction and expectation show a three-point trend,and there is a lot of room for the improvement of "cloud blind date" live streaming.Moreover,the brand effect of head app is obvious,and the scene adaptation strategy,customization strategy and operation strategy can be used for reference and promotion.In short,"cloud blind date" live streaming provides a new idea to solve the problem of"getting rid of orders",which can enrich the research of domestic webcast and re-practice the application research of scenario theory.However,the research of this paper lacks follow-up interviews,the questionnaire survey does not carry out analytical research,new research cases will appear one after another,the research problems can be further focused,and the depth of theoretical construction needs to be strengthened.These aspects can be studied in the future.更多还原