【作者】 王烨琨；

【导师】 张晓东；

【作者基本信息】 辽宁大学 ， 传播学， 2011， 硕士

【摘要】 本文的研究对象是个性化传播,主要分为两大部分,第一部分从科技、传媒业和受众几个方面中所出现的个性化趋势来论述整个社会大环境发展到一定阶段时传播形态必然转向个性化传播。第二部分从长尾理论谈起,认为个性化传播能够完成对于信息长尾的覆盖,并具体从纸媒、网络、电视、手机等四个方面更加细致地展现当前社会中出现的个性化传播和未来可能的个性化传播形式,进一步从业界的角度论述个性化传播兴起的必然性。根据以上两部分的论述,本文认为:个性化传播并非只是在大众传播和分众传播名义下的局部个性化,而是上升到与大众传播、分众传播并列的地位,并提出:未来的后信息时代,个性化传播将成为主流传播。更多还原

【Abstract】 The objective of this paper is Personalized Communication which is divided into two parts. First, accordingly Personalized Communication in several aspects , like science and technology, this paper discuss communication pattern inevitable shift to personalized when the development of the whole society reaching a certain stage. The second part is about the Long Tail that can be covered by Personalized Communication, and specifically from the print, Internet, television, mobile phones to show the current Personalized Communication and its Possible forms in the future, and further to discuss from the perspective of the research field the of the raise of Personal Communication.Based on the above discussion, the paper concluded: Personalized Communication is not only partly personalized under the name of the Mass Communication and Focus Communication, but the parallel situation with Mass Communication and Focus Communication, and proposed: the Post-Information age , Personal Communication will truly become a mainstream.更多还原