Research On The Audience Of Online-journals In The Category Of Humanities And Social Science

After more than 10 years of development, the network communication of journal hasmade great progress, its industry chain has been improved and its industrial scale hasconstantly expanded. With the acceleration of digital development, networkcommunication of periodicals shows following characteristics, the access to information isdiversified, the reading methods and habits is improved toward a more convenient andefficient trend; the network subvert the original concept of“journal”into " article" as a unitfor reader’s choice, such subdividing elements led to the subdividing of its audience; thecombination of the network communications of periodical and traditional distribution modeenlarges the market circulation of periodicals; the network communication of periodicalimproves the quality of content, brand awareness and influence as well.With the rapid development of mass media, the recipients, representative of the newnetwork media’s are no more information-receivers, ordinary readers, listeners or viewers.Analyzing such initiative and elective ability audience, is conducive to subdivide theaudience ,understand their psychology of using media , and thus using the theory anddata to guide practice, to help network periodical accurately locate target audience, tobetter explore the potential audience, to improve the communication effectiveness and tohold more market share.Taking the users of LongYuan Journal Net as a typical case, to research and analyzethem, is of great help to better grasp the pulse of online-Journal communication, tounderstand the reader ’s reading orientation, to measure various periodicals content andquality, and to enhance their brand value. Such practice plays a crucial role in helping theformation and development of the online-Journal communication.Finding the object of online-Journal audience, taking communication, cultural studiesas theoretical basis, using concrete cases, this dissertation researches comprehensivelyand systematically on the current audience’s structure, their reading mode, readingcontent and other aspects of in kind. Regarding the research methods, this article mainlytake the case-analysis approach, and meanwhile using the data statistics method and the literature research method to do the argumentation. The dissertation consists of sixchapters.The first chapter outlines the research background and the research significance,defines the core concepts and offer an summary on documents in recent years ofaudience of online-Journal and dissemination, and illustrate the researching method andapproach used.The second chapter introduces the application theory ----- three methods of DenisMcguire’s research on audience and the theory of“Use and Gratification”In the third chapter, seting LongYuan Journal Net as an example, to analyze throughthe structure features and reading needs of its audience, .The fourth chapter summarizes the new features of periodical communication basedon the combination of Denis Mcguire ’s audience research theory and LongYuan JournalNet.The fifth chapter generalizes the new features of audience of online-Journalcommunication, so as to propose the model significance to the marketing mode of ononline-Journal communication.The sixth chapter concludes with the value and prospect of this study.