南昌工程学院学报2018，Vol.37Issue(2)：54-58,5.
新媒体广告中受众媒介素养对传播效果的影响维度分析
Influence of audience's media literacy on communication effect in new media advertisement
摘要
Abstract
The development of the technology has subverted the traditional communication means.Relying on the de-velopment of digital technology and network technology,the spread of information,the transmission speed,mode of transmission,and transmission quality have undergone a revolutionary change. The unique advantages of the new media provide the audience with a more effective way of advertising communication,and the new media advertise-ment is gradually developing into the most important advertising form.Compared with the traditional forms of adver-tisement,the"newness"of new media advertisement is embodied not only in forms,but also in transmission mode, the connotation and denotation of transmission content.These new factors have enriched the new connotation of the media literacy in the new media environment.Through analyzing the communication effect dimensions of media liter-acy,the paper examines the new change of the media literacy of the audience,and attempts to find some methods to improve the communication effect in the new media context.关键词
新媒体广告/媒介素养/技术/传播效果Key words
new media advertisement/media literacy/technology/communication effect引用本文复制引用
陈华..新媒体广告中受众媒介素养对传播效果的影响维度分析[J].南昌工程学院学报,2018,37(2):54-58,5.基金项目
国家社会科学基金一般项目(16BXW002) （16BXW002）
