传播学视域下微博的解析与调控

微博是新型的传播媒介,微型博客利用无线网络、有线网络、通信技术实现全方位通讯,即可实现Web页面、手机I、M接收和发送信息。提出微博是多方面的融合,是在大众传播与人际传播的融合基础上的裂变传播,是与社会活动的融合。微博是对大众传播的广泛参与,同时优化了传播过程,弥补了以往大众传播的缺陷,同时也打破了传统媒体原有的传播思路与格局,对主流媒体产生了极大的影响与挑战。     

浅析综合性高校数字媒体艺术专业课程设置

数字媒体艺术专业人才应具备"人文社科、自然科学和专业"三大基本知识体系。设置该专业课程体系应以专业技术类课程、人文素养类课程、开发整合类课程和创意拓展类课程组成,以提升学生专业综合素质。     

Can brand image move upwards after Sideways? A strategic approach to brand placements

In today's environment of fragmented mass media and popular technologies, such as DVR and TiVo, it is increasingly challenging for marketers to obtain quality face time with audiences. As more customers try to avoid advertisements, there has been growth in brand placement: the practice of integrating brands into entertainment media, particularly television and film. Brand placement engages the audience, limits viewers’ ability to ignore commercial messages, and even impacts purchase behavior—as evidenced by the surge in Blackstone pinot noir wine sales after the brand's placement in the movie Sideways. Despite the prevalence of this practice, however, the industry often operates in a somewhat unfocused manner. In this article, we draw from academic literature and industry publications, offer insight regarding the growing popularity of brand placements, and suggest a specific set of guidelines to enhance the efficacy of placements in accomplishing a brand's marketing objectives.     

Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?

Social interaction plays a central role in effectuation processes, yet we know little about the implications for effectuation when an entrepreneur interacts via particular channels such as social media. To address this gap, our paper uses an inductive, theory-building methodology to develop propositions regarding how effectuation processes are impacted when entrepreneurs adopt Twitter. Twitter is a microblogging platform that can facilitate a marked increase in interaction. We posit that Twitter-based interaction can trigger effectual cognitions, but that high levels of interaction via this medium can lead to effectual churn. We also posit that there is one factor, perceived time affordability, that predicts the level of social interaction in which an entrepreneur engages via Twitter. Further, we propose two factors that moderate the consequences of social interaction through Twitter. These factors are community orientation and community norm adherence. Implications for our understanding of effectuation, of social interaction, and of the impact of social media on entrepreneurial firms are discussed.     

我们为什么“不看”广告——广告回避研究综述

广告信息的处理是一个攀登＂AIDAS＂①阶梯的过程,如果没有第一步＂注意＂的基石,后续的效果就无从谈起。因此了解受众,或者说媒介用户的广告回避行为,以及不同媒介用户的广告回避规律是非常重要的。本文采用滚雪球文献搜集法,对近50年来的广告回避研究做了梳理,重点呈现三方面的信息：其一,广告回避的主体描述,侧重对有强烈广告回避倾向受众的特写;其二,不同广告回避方式所造成的注意力流失情况;其三,受众为什么回避广告的解释模型。     

环境媒体广告——户外广告创意新思路

环境媒体广告强调媒体特点是广告设计和传播的重要参与因素,它是户外广告创意的一种全新方法。本文通过研究环境媒体广告的概念和特点,探究如何运用环境媒体广告的新思路、新方法。     

Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands

Previous research has established the benefits of branding for business-to-business (B2B) organizations. Various tools can be used to support B2B brands, including the internet and other interactive technologies. Yet research on how organizations use Social Networking Sites (SNS) to achieve brand objectives remains limited. This study addresses the gap by focusing on B2B SMEs and their social networking practices, particularly, usage, perceived barriers, and the measurement of effectiveness of SNS as a marketing tool. Findings from a mail survey show that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. On the other hand, the most significant barrier is the lack of perceived relevance for particular sectors. Notably, the overwhelming majority of users do not adopt any metrics to assess SNS effectiveness. Almost half of the sample of SMEs that currently use SNS have indicated their intention to increase their marketing spending on this channel, highlighting the growing importance of SNS in a B2B context.     

多孔介质反应器中甲烷预混气体燃烧火焰传播特性研究

分别以氧化铝小球(5mm和8mm)和氧化铝泡沫陶瓷(孔密度为10PPI和40PPI)为多孔介质,对甲烷与空气预混气体火焰传播特性进行实验,研究了多孔介质结构和入口预混气体流速对火焰的影响。研究表明,火焰可以稳定在多孔介质前半段,多孔介质反应器中温度分布均匀。大直径的氧化铝小球燃烧速率更快。燃烧波波速随入口空气流量的增大而增大。泡沫陶瓷反应器火焰很快传播到反应器上游,再慢慢预热升温;氧化铝小球反应器则燃烧温度达到到峰值后,再缓慢向反应器上游传播。     

鼻内镜下咽鼓管吹张及鼓膜穿刺注药法治疗分泌性中耳炎

鼻内镜下咽鼓管吹张及鼓膜穿刺注药法治疗分泌性中耳炎,经临床观察,能预防粘连性中耳炎的发生,改善或恢复听力,缓解耳鸣及耳闭塞感诊治。本文主要对这一诊法进行了详细解析。     

新媒体音乐创作系统研究

计算机音乐创作系统也就是计算机数字音频工作站的出现,取代了过去由音序器、调音台、采样器、音源、合成器、效果器等昂贵的硬件设备组成的传统音乐工作站系统,使用计算机数字音频工作站进行音乐创作已经发展成为一种流行趋势。