【作者】 贾婷婷；

【导师】 袁文丽；

【作者基本信息】 山西大学 ， 传播学， 2012， 硕士

【副题名】以“快乐淘宝”为例

【摘要】 早在20世纪后半期甚至更早,媒介融合就成为国内外学者的研究课题,尤其是在进入新世纪后,随着我国各类媒体的蓬勃发展,国内对媒介融合以及跨媒体合作的研究也日益重视,可以看出,媒介融合已经成为大众传播业的一个整体发展趋势,各传播媒体通过整合或利用其它媒体资源以达到增加新闻和信息平台的数量,进而使一些稀缺的媒体资源得到最优配置,达到利益或效益最大化。在当今媒介融合的大趋势下,不管是传统媒体还是新兴媒体,都在竭力寻找适合自身发展的方式,报纸、广播、电视与网络,在大众的视野中进行着一次次的创新。然而,并不是所有的方式都可以在市场中站稳脚跟,成功和失败的案例比比皆是。在媒介融合的众多形式当中,跨媒体合作以其独特的方式获得各大媒体的青睐,本文主要梳理近些年来国内电视与网络跨媒体合作的进程,并系统全而地分析我国电视和网络跨媒体合作的已有模式,论文主要包括五部分：引言部分主要说明论文的研究目的及意义,并对国内外研究动态进行了梳理,同时介绍本文的研究内容和研究方法。第一部分对相关概念进行界定,并梳理目前我国电视与网络跨媒体合作的发展历程、已有模式。第二部分着重介绍电视与网络跨媒体合作的新模式——“快乐淘宝”,祥细介绍该模式的产生、构成以及发展现状,结合图表予以形象展示。第三部分深入细致地分析“快乐淘宝”模式,分别从该模式的优势以及存在的问题两方面予以探讨,以构成该模式一个电视节目一个独直网站为主进行深度剖析。第四部分侧种分析“快乐淘宝”新模式给我国传媒业带来的启示,以期对其未来的发展有所助益。更多还原

【Abstract】 Early in the second half of the20th century or even earlier, the integration of media has become the research topics of domestic and foreign scholars, especially in the new century, with the vigorous development of various types of media, domestic media have paid more attention to the research of convergence and cross-media cooperation’s importance, we can see, the integration of media has become an overall development trend of the mass communication industry, through the media integration or the use of other media resources, the media try to increase the number of news and information platform, thereby enabling the scarce media resources to get the optimal configuration to achieve the benefits or to maximize the benefits. Under the trend of integration of media today, whether the traditional media or new media are all struggling to find a way which is suitable for their own development, newspaper, radio, television and the network, with a time of innovation in the public perspective. However, not all the ways can find a firm footing in the market, the case of success and failure abound.Among the many forms of media convergence, Cross-media cooperation obtains the favor of the major media in a unique way. This article reviews the process of cross-media cooperation at home in recent years, analyzes the modes of domestic cross-media cooperation in a systematic and all-round way, especially the cross-media cooperation modes between television media and network media. This article mainly includes five parts:The introduction part describes the purpose and meaning of this paper, and sorts the domestic and international research dynamics, summarizes the results of previous studies and deficiencies, introduces the research contents and methods and the innovations of this article. The first part defines the relative concept, introduces the origin and development of cross-media cooperation with the knowledge of the integration of media, and analyzes the domestic and international cross-media cooperation model, summarizes their characteristics, especially the status of Chinese cross-media cooperation between traditional television and network. The second part highlights a new mode of cross-media cooperation between television and network——Happy Taobao, introduce the details of this mode:generation, composition and development status, display the characteristics with the help of pictures and charts. The third part analyzes the model of Happy Taobao thoroughly and meticulously, explores the advantages and disadvantages respectively, take the deep profiling of composed television program and separate website as the main content. The fourth part focuses on the analysis of the implications Happy Taobao model brought to the contemporary media industry, provides references for the development of Chinese media industry.更多还原