传媒品牌:从传播、立场到参与、认同——以开放公益平台的媒体联盟为例
发布时间：2018-07-20 09:21
【摘要】：正传统媒体特别在意传播和立场,关于传播,传统媒体在意的是我的发行量多少?我覆盖了多少省区?多少行业?多少年龄层?因为他要拉广告赚钱,然后才有钱发工资让记者生产内容。关于立场,传统媒体特别在意我的使命是什么?我的愿景是什么?但在新媒体的环境下,这两种心态是不是会面临变迁?我今天尝试着提出一个新观点:新媒体的走向,不再是传播和立场,而是参与和认同,这与传播和立场是相对的。为说明这一问题,我今天要举一个例子,这个例子是以媒体联盟的方式做公益。
[Abstract]:Traditional media is particularly concerned about communication and position, on the communication, traditional media care about my circulation is how much? How many provinces have I covered? How many industries? What age group? Because he has to pull advertising to make money, and then have the money to pay reporters to produce content. With regard to the position, what is my mission that the traditional media are particularly concerned about? What's my vision? But in the new media environment, these two attitudes will be faced with changes? I'm trying to put forward a new idea today: the direction of new media is no longer communication and position, but participation and identity, which is opposite to communication and position. To illustrate this issue, I would like to give an example today, which is to do the public good in the form of a media alliance.
【作者单位】： 阿里巴巴集团新媒体事业部;
【分类号】：G206
本文编号：2133087
[Abstract]:Traditional media is particularly concerned about communication and position, on the communication, traditional media care about my circulation is how much? How many provinces have I covered? How many industries? What age group? Because he has to pull advertising to make money, and then have the money to pay reporters to produce content. With regard to the position, what is my mission that the traditional media are particularly concerned about? What's my vision? But in the new media environment, these two attitudes will be faced with changes? I'm trying to put forward a new idea today: the direction of new media is no longer communication and position, but participation and identity, which is opposite to communication and position. To illustrate this issue, I would like to give an example today, which is to do the public good in the form of a media alliance.
【作者单位】： 阿里巴巴集团新媒体事业部;
【分类号】：G206
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