中国高端商业杂志广告诉求特点的内容分析——以《环球企业家》为例

中国的商业杂志已经成为20世纪中国走向全球化、世界了解中国的重要媒体,同时在新媒体对媒介市场的瓜分下,商业杂志广告无疑面临着巨大的机遇和挑战。以《环球企业家》2002-2006年的1059个商业广告为样本进行内容分析。     

手机短信的大众传播功能和效果

文章从传播学的基本概念以及手机短信传播的特点入手,分析了手机短信在人际传播与大众传播中的作用,着重讨论了其大众传播功能与传播效果,揭示了手机短信传播对大众文化的影响。     

Do People Actually Pursue Risk Elimination in Environmental Risk Management?

This study examines whether people pursue the total elimination of environmental risks even if the risk reduction occurs incrementally and requires steadily increasing amounts of money to achieve. Participants' willingness to pay (WTP) was measured for various levels of reduction in the risk of cancer caused by dioxin. Results showed that: (1) people were willing to pay more for an initial reduction in risk than for subsequent reductions, (2) the WTP for the final risk decrement-which achieved total risk elimination-was higher than the WTP for either of the two previous decrements but barely half of that for the first reduction, and (3) the manner in which the questions were framed did not affect participants' responses. These results suggest that the public will not always try to pursue perfect safety at the cost of a large sum of money, but rather may seek a decreasing expenditure as the risk level is reduced.     

移动短消息业务在献血服务中的应用

移动短消息业务是人们普遍采用的一种通讯方式。本文介绍了移动短消息发送系统的构建方法和工作原理,以及在献血服务中的应用。     

故宫建筑的媒介功能分析

根据Mcluhan的媒介理论,建筑物作为一种媒介,是人类表现自我的一种延伸,能影响并重塑人类群体生活模式。故宫建筑自身成为一个媒介,传递着维护皇权统治之下的社会格局的信息。它体现并实施皇权统治模式,是建构和维护社会等级制度的手段。故宫建筑的视觉效应影响着统治者与被统治者心理,其空间布局具有行为规范效应。故宫建筑作为一种宏大背景,突出了统治者的中心形象。     

Weapons of Mass Distraction: Magicianship,Misdirection, and the Dark Side of Legitimation1

Most discussions of legitimation focus on factors that are expected to contribute to it, such as tradition, expertise, or prosperity. Less attention has been paid to “the dark side” of legitimation, which depends heavily on evading attention. A potentially informative approach is to learn from professionals with special expertise in evading attention while making things “disappear”—magicians. Rather than seeking overt control over the audience, they perform in plain view, largely by using well‐timed distractions, or “misdirection.” Preliminary evidence suggests that similar techniques may be widely used in political contexts, with some of the most effective forms of misdirection involving diversionary reframing—diverting attention away from any questions about existing distributions of privilege, not by brute force, but by changing the subject, especially by raising questions about the legitimacy of critics. These and related techniques clearly deserve to be the focus of additional research.     

短信文学的生存伦理与发展动力

作为一种新兴文学样式的短信文学的产生是合情合理的:正是有它生存的文化、社会、时代气候,短信文学才得以萌生,也正是有各种商业力量合营提供的肥沃土壤,短信文学才得以发展.这一进程进一步验证了"一代有一代之文学"的观念,也从侧面昭示了其背后的文化意蕴和东西文化的差异,还在一定程度上显示出文学症候的变化.作为各种商业力量的合力产物,提醒我们还要重视文学发展与商业、与市场的关系,任何鄙视文学商业市场的行为,最终将扼杀文学的活力.     

网店信息呈现的框架效应对消费者购买决策的影响研究

目前有关在线消费者购买意愿的研究,绝大多数是基于实验统计的方法,分析影响消费者购买决策的因素,网店信息呈现的框架形式往往仅作为其中的关键因素被一些研究提及并加以验证。但是,"形态各异"的信息到底如何影响消费者心理进而影响到他们的决策?商家如何从消费者心理的微观层面来设计信息呈现策略,从而增强其购买意愿?目前关于此的研究尚不多见。本研究从前景理论的决策参考点视角,以价格因素为例,一方面,通过情境实验,验证了价格信息的不同呈现框架对于消费者购买意愿的影响作用;另一方面,在利用情境实验界定了消费者心理价格参考点的基础上,通过决策模型的构建和计算,从微观层面分析了不同价格信息呈现框架下,消费者购买选择大相径庭的原因。研究结果表明:(1)在风险框架下,相对于用不确定的语言来描述商品价格信息,确定性语言描述会使消费者的心理价格参考点和购买意愿更高。(2)在属性框架下,相对于用负面的语言来描述商品信息,正面的语言描述更能提高消费者的心理价格参考点和购买意愿。(3)在目标框架下,相对于强调购买行为可能给消费者带来的收益,强调不购买该商品可能给消费者带来的损失更有助于消费者的心理价格参考点和购买意愿的提...     

虚拟接口结构技术的介绍与分析

介绍了虚拟接口体系结构的消息传递标准,与已有的通信类协议作了比较,揭示出这种传递标准的优越性和发展潜力.