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我们无法忽视那些颠覆性的改变,自媒体的爆发式增长改变了许多,消费市场越来越主动、积极地参与品牌的传播和建设;品牌不再是一个强势者,告诉受众“它”是什么,而是直接接受受众的检验与反馈;传播介质不再是简单的传统媒体与互联网媒体或是新媒体,手机端已经成为受众最亲密的一个介质;消费者不再是单纯被动的“受”众,而变成了逆向主动的表达者。这些颠覆书写着一个行业的历史,或戏剧,或意外的突发事件刺激着整个行业的敏感神经。
We cannot ignore the disruptive changes. The explosive growth of the media has changed a lot. The consumer market has become more and more active and actively involved in brand communication and construction. The brand is no longer a strong person, and it tells the audience that it “it” What is it? It directly accepts the test and feedback of the audience. The communication medium is no longer a simple traditional media and Internet media or new media. The mobile phone has become the most intimate media for the audience; consumers are no longer simply passive. Being “consumed”, it became the expression of the reverse initiative. These subversions have written the history of an industry, or drama, or unexpected accidents that have stimulated the sensitive nerves of the entire industry.