| 新媒介策略:“长尾”时代的双重博弈 |
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| 引用本文： | 杜骏飞.新媒介策略:“长尾”时代的双重博弈[J].国际新闻界,2007(5). |
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| 作者姓名： | 杜骏飞 |
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| 作者单位： | 南京大学新闻传播学院 南京，210093 |
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| 基金项目： | 国家社科基金重大委托项目(05ZD015) |
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| 摘 要： | 本研究提出并回答三个问题:在新媒体时代,媒介融合的背后为何存在着媒体分化的反动?在受众对丰富信息要求的背后,是否隐藏着信息需求极简化的真相?如何理解这两组媒介策略之间的博弈?文章应用“长尾理论”,分析了以上两种策略博弈的经济理性,并指出了其均衡性所在。
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| 关 键 词： | 媒体分化 信息简化 媒介策略 长尾理论 |
New Media Strategy:Double Games in the Long Tail Age |
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| DU Junfei.New Media Strategy:Double Games in the Long Tail Age[J].Journal of International Communication,2007(5). |
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| Authors: | DU Junfei |
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| Abstract: | This research proposes and tries to answers three questions below: Why is there media differentiation opposing media convergence in the new media age? Whether there hides the truth that the need of information is very simple, behind the desire of rich information from the audience? How to understand the game of these two media strategies? This research implies The Long Tail theory to illustrate the economic reason of these two strategies, and points out where the balance of them lies. |
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| Keywords: | Media Differentiation Information Simplification Media Strategy the Long Tail Theory |
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