商务传媒学院知识库

  随着传播环境和媒介生态的深刻演变，场景已然成为媒介传播中不可或缺的要素，为行业带来新的增长点和发展机遇。在融媒体时代的大潮中，移动平台凭借其高度的灵活性和便捷性，正在直播市场中逐步扩大其影响力。与此同时，网络直播行业以其独特的互动性和创新性迅速崭露头角，成为引领行业趋势的重要力量。慢直播作为一种全新的直播形态应运而生，不仅为直播行业注入了新的活力和创新元素，更在央视频APP的火神山和雷神山医院建设系列慢直播后，引起了社会各界广泛的关注和讨论。至此，慢直播的应用场景不断扩展，传播内容也日益丰富多样。

  本文基于场景理论，采用访谈法和案例分析法相结合的方法对慢直播的场景化传播进行研究，全文共分为五章进行论述。第一章为绪论，主要对慢直播及场景理论的基础概念进行系统的梳理与阐释。第二章深入探讨慢直播的发展历程，并在场景理论的框架下，详细剖析慢直播与传统直播的异同点，以及慢直播场景构建的核心要素，从而深化对慢直播场景化传播机制的理解。研究发现，慢直播在场景形式、目的和互动上与传统直播有显著差异，其要素构建尤其关注空间环境、用户状态及社交氛围的营造。第三章从传播场景出发，将慢直播细分为新闻、风景、生活和萌宠四大场景，深入剖析了各类场景的独特价值，包括加深认知、塑造景观、提供心理补偿和宠物体验等。第四章则通过传播渠道、受众和传播效果三个角度，全面探讨了场景理论下的慢直播传播策略。其中，社交媒体和网络传播被视为核心渠道，受众既是参与者也是内容创造者，传播效果则强调沉浸式体验和情感陪伴的重要性。第五章深入反思了慢直播的场景传播策略，揭示了慢直播存在商业化倾向、传播方式单一、内容雷同以及互动不足等问题，并针对这些问题提出了优化建议，旨在通过生产高质量内容、丰富信息阐释和加强隐私保护等措施，推动慢直播的可持续发展，为其提供理论支持和实践指导。

  With the profound evolution of communication environment and media ecology, scene has become an indispensable element of media communication, bringing new growth points and development opportunities for the industry. In the tide of the era of financial media, mobile platforms are gradually expanding their influence in the live broadcast market by virtue of their high flexibility and convenience. At the same time, the network broadcast industry with its unique interaction and innovation quickly emerged, becoming an important force leading the industry trend. As a new form of live broadcasting, slow live broadcasting has not only injected new vitality and innovative elements into the live broadcasting industry, but also attracted wide attention and discussion from all walks of life after the construction of a series of slow live broadcasting in Huoshenshan and Leishenshan Hospital of Central Video APP. At this point, the application scenarios of slow live broadcasting continue to expand, and the dissemination content is increasingly rich and diverse.

  Based on scene theory, this paper adopts the method of combining interview method and case analysis method to study the scene communication of slow live broadcasting. The whole paper is divided into five chapters to discuss. The first chapter is the introduction, which mainly combs and explains the basic concepts of slow live broadcasting and scene theory. The second chapter deeply discusses the development process of slow live broadcasting, and analyzes in detail the similarities and differences between slow live broadcasting and traditional live broadcasting under the framework of scene theory, as well as the core elements of the construction of slow live broadcasting scene, so as to deepen the understanding of the scenario-oriented communication mechanism of slow live broadcasting. It is found that slow live broadcasting is significantly different from traditional live broadcasting in terms of scene form, purpose and interaction, and its element construction pays particular attention to the creation of spatial environment, user status and social atmosphere. Starting from the communication scene, the third chapter subdivides the slow live broadcast into four scenes: news, scenery, life and cute pets, and deeply analyzes the unique value of various scenes, including deepening cognition, shaping landscape, providing psychological compensation and pet experience. The fourth chapter comprehensively discusses the slow live broadcast communication strategy under the scene theory through the three angles of communication channel, audience and communication effect. Among them, social media and online communication are regarded as core channels, audiences are both participants and content creators, and communication effects emphasize the importance of immersive experience and emotional companionship. The fifth chapter deeply reflects on the scene communication strategy of slow live broadcasting, reveals the problems of slow live broadcasting, such as commercialization tendency, single communication mode, similar content and insufficient interaction, and puts forward optimization suggestions to solve these problems, aiming at promoting the sustainable development of slow live broadcasting by producing high-quality content, enriching information interpretation and strengthening privacy protection. To provide theoretical support and practical guidance.