媒介进化论视域下电子媒介技术的情感应用与人性化营销启示——以家用智能摄像头为例

Emotional Application and Humanized Marketing Revelation of Electronic Media Technology in the Perspective of Media Evolution Theory—Taking Home Smart Camera as an Example

摘要: 本文从媒介进化论的视角出发，探讨了家用智能摄像头作为电子媒介技术在家庭情感联结中的应用及其人性化营销启示。研究采用深度访谈法，对16名家用智能摄像头用户及其家庭成员进行访谈，结合二手资料分析，揭示了家用智能摄像头在“玩具–镜子–艺术”三阶段的演进路径及其在家庭情感联结中的作用。研究发现，家用智能摄像头通过实时监控、语音交互和智能记录功能，弥补了传统通讯和记录媒介的不足，增强了家庭成员之间的情感联结。基于此，本文提出企业在推广电子媒介技术时应注重用户情感自主性、平衡隐私与情感边界，并关注留守群体的情感需求，以期为未来电子媒介技术的人性化设计和情感营销提供思路。

Abstract: From the perspective of media evolution theory, this paper explores the application of a home smart camera as an electronic media technology in family emotional connection and its humanized marketing revelation. The study adopts in-depth interviews with 16 home smart camera users and their family members, and analyzes secondary data to reveal the evolutionary path of home smart cameras in the three stages of “toy-mirror-art” and their role in family emotional connection. The study finds that home smart cameras make up for the shortcomings of traditional communication and recording media through real-time monitoring, voice interaction and intelligent recording functions, and enhance the emotional connection between family members. Based on this, this paper proposes that enterprises should focus on users’ emotional autonomy, balance privacy and emotional boundaries, and pay attention to the emotional needs of left-behind groups when promoting electronic media technologies, with a view to providing ideas for the humanized design and emotional marketing of electronic media technologies in the future.