【作者】 高红波；

【导师】 吴信训；

【作者基本信息】 上海大学 ， 传播学， 2011， 博士

【摘要】 本研究将我国第一个成功应用IPTV的农村试点——河南省巩义市作为典型个案,采用田野调查方法,探寻IPTV在巩义发展的实际情况。研究者从对农村IPTV受众的问卷调查入手,借鉴勒纳、罗杰斯、英克尔斯、陈崇山、孙五三等中外学者关于“传播与人的现代化”量化研究成果,整合创新研究模型,探索和论证了在IPTV新媒介的需求与使用过程中,影响农民现代化观念的具体因素及其效力大小,拓展了这一研究领域的新空间。研究发现:第一,“生活实用的需求指向”正向影响农民现代化观念及其各项因子。因此,我国农村地区IPTV的市场开发,应以生活实用导向的内容和服务为主。第二,“技术掌握”是农民IPTV需求与使用影响其现代化观念的中介变量,所有需求必须经过技术操作的环节,在完成“人机对话”的基础上才能实现。这一方面说明,新媒介是技术发展和应用的产物,另一方面也提醒IPTV运营商要在增强使用功能的同时,尽量简化操作,把技术难度的门槛降到最低限度。第三,多元回归分析结果表明,人口变量中的“性别”和“家庭收入”对农民现代化观念及其各项因子没有显著影响。这一结果说明,以“行为方式”、“个人效能”和“信息获取”三个维度表征的农民现代化观念,不会随着家庭收入的提高而自动得到提升,需要有意识地引导和培养。同时,本研究还借助河南、上海两地IPTV部分城乡用户的对比调查,展现出现阶段我国城乡受众在IPTV需求与使用方面的差异,并结合质化研究资料,从“内容失衡”和“利益失衡”两个方面,探究了我国IPTV城乡发展失衡的深层原因。最后,本文在量化研究和质化研究基础上,充分考虑IPTV新媒介对农民现代化观念的提升功能及其对城乡社会协调发展的促进作用,创造性地提出“我国IPTV城乡双轨制融合发展”的新思路,构想“在城市开展商业传播,在农村开展公共传播,随着经济社会的发展逐步融合,最终实现城乡信息一体化”,为我国IPTV产业的未来发展提供借鉴。更多还原

【Abstract】 Located in Henan province, Gongyi is the first county that trialed IPTV in China. Taking Gongyi as a typical case, this study targets the impacts and developments of IPTV in rural regions to analyze the procedure of modernization under a“communication and modernization”perspective. Based on the theories proposed by Daniel Lerner, Everett M. Rogers, Alex Inkeles, CHEN Chongshan, SUN Wusan etc., this study adopted the method of quantitative researches to explore the key factors and their potencies that effect IPTV application and demands, in this case, opens a window for rural modernization study in China.The key findings are as follows: First,“pragmatic function”of IPTV application is a significant determinant to format“attitudinal modernity”. It means that the more IPTV access and the more demand-direction weighs on pragmatic function, relates to the higher attitudinal modernity. Therefore, the government and operators in IPTV markets may further research and develop the services on“pragmatic function”as part of the campaign to enhance the peasants’modernization. Second,“remote technology performance”strengthens the“attitudinal modernity”.“Remote technology performance”is an intermediate factor for users and IPTV. Most operations related with“pragmatic function”rely on“remote technology performance”. The finding suggests that the innovative diffusion of new media relies on advanced technologies, while individual modernity is better achieved with easy adoption of technologies and convenient access to new media. Third, the multiple linear regressions indicate that“gender”and“family income”do not play important role in the equation of“attitudinal modernity”. The results show that“attitudinal modernity”cannot be promoted by the rising of income. However, key factors that influence“attitudinal modernity”such as“self-efficacy”,“behavioral pattern”and“information acquisition”call for the adjustment of government.Furthermore, the comparative study between IPTV users in Gongyi and in Shanghai is conducted. Big differences of IPTV applications and demands between the two districts were found. Based on the qualitative research, this study analyzes two generators—“content unbalance”and“interest unbalance”that cause the unbalanced development of IPTV industry in urban and rural China.All in all, this dissertation proposes a new perspective for IPTV development that is defined as“dual system integration of IPTV industry in urban and rural China”, by which IPTV industry is suggested to be taken as a public service in rural regions but as a commercial service in urban regions until the process of urbanization in China is completed.更多还原