Explorative analysis of interactive communication mechanism of We Media advertising(PDF)
《长安大学学报（社科版）》[ISSN:1671-6248/CN:61-1391/C]
- Issue:
- 2019年06期
- Page:
- 61-69
- Research Field:
- 新闻传播
- Publishing date:
Info
- Title:
- Explorative analysis of interactive communication mechanism of We Media advertising
- Author(s):
- YANG Sijie
- College of Arts，Anhui Polytechnic University，Wuhu 241000，Anhui，China
- Keywords:
- We Media advertising; interactivity; communication mechanism; social network; communication environment; media
- PACS:
- G206;F713.8
- DOI:
- -
- Abstract:
- Based on the internet technology of twoway interaction, We Media places users at the center of information production and communication, constructs a decentralized social network and opens up new media space for advertising communication. Diversified We Media application platforms have created convenient channels for advertising communication, and diversified types and communication forms of We Media advertising have been developed. The resulting interactive communication mechanism needs indepth exploratory research. Based on a review of relevant literature on communication and a realistic investigation of the forms and communication characteristics of We Media advertisements, this paper conducts a theoretical study on the interactive communication mechanism of We Media advertisements. According to the study, in the We Media networks, the relationship between the communicators and audience has undergonea qualitative change, which endows the spread of advertising information with motives on different levels including media, social and cultural motives.Therefore,the impact of various trends has been brought to the communication forms and dynamics of the advertising information, enabling it to exhibit fragmentation, differentiation, contextualization and longtail characteristics, thus changing the response to advertising feedback response and the evaluation mechanism of advertising effect. The communicatoraudience relationship motives, information communication dynamics and advertising feedback as well as the effect evaluation mechanism of We Media advertising are quite distinct from the interaction characteristics and advantages of traditional advertising, which provides a reference basis for the optimization of We Media advertising interaction and communication.
Last Update: 2020-01-06