新媒体环境下传统媒体影响力的式微与重建

发布时间：2018-01-15 06:05

本文关键词：新媒体环境下传统媒体影响力的式微与重建　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：媒体技术的变革和4G移动通信的普及为新媒体的发展带来了强大的契机,传统媒体由于自身的媒体技术属性正在遭受严峻的生存危机。新媒体正在改变既有的传媒产业结构、媒介生态、受众习惯等,传统媒体特别是报业的市场空间受到来自新媒体的日益严峻的挑战,其影响力日渐式微。本文以影响力理论为研究基础,以媒介影响力的四维评价指标体系(受众规模、受众接触时间、传媒可信度、主流人群比率)为计算模型,设计问卷并进行媒体影响力现状的调查。利用南京大学郑立勇关于传媒影响力的四个指标模型为理论框架,即：传媒影响力=受众规模(万人)·平均接触时间(小时／人)·可信度(%)·(1+主流人群比率(%)],对媒体影响力的现状进行定性研究和定量研究,分析出新媒体环境下传统媒体影响力的现状及原因,然后结合12·31上海外滩陈毅广场踩踏事件的个案,比较分析新媒体与传统媒体的影响力,从而提炼出传统媒体重建影响力的策略。结合媒体影响力的四维评价指标体系,本文认为传统媒体具有与生俱来的传承性与公信力优势,适应当今媒体技术的变革并进行相应发展策略的调整,仍可重建其媒体影响力。具体可通过媒体与媒体之间强强联合打造新媒体集团,转变媒体经营理念,将“受众”变成“用户”并加强用户粘性；构建信息证实机制,在新闻事件中争取做到新闻首发,加强与媒体相关的活动营销,注重内容及其质量,专注精品化定位,从而保证传媒公信力；培训自身媒体平台的意见领袖,做好把关人,主动减弱信息传播中的噪音和谣言；充分利用官方网站、官方微博、微信公众号和手机客户端等新媒体平台,形成媒体集团的立体传播格局。
[Abstract]:Bring great opportunity to spread changes in media technology and 4G mobile communication for the development of new media, traditional media as the attribute of the media technology itself is suffering a severe crisis. New media is changing the existing structure of the media industry, media ecology, audience habits, traditional media, especially newspapers market space becomes more and more serious the challenge from the new media, its influence is declining. In this paper, the influence theory as the research foundation, to the media influence the four-dimensional evaluation index system (the size of the audience, the audience contact time, media credibility, the mainstream population ratio) for the calculation model, the survey questionnaire and the influence of the media situation. By the Nanjing University Zheng Liyong four index the model about the media influence as the theoretical framework, namely: the influence of media audience size = (million), the average contact time (hour / person). Credibility (%) and 1+ (the ratio of the mainstream population (%)], qualitative research and quantitative research on current situation of media influence, analysis of the current situation and reasons of the influence of traditional media under the new media environment, and then combined with the case of 12 - 31 Shanghai the Bund Chen Yi square stampede, comparative analysis of new media and traditional media the influence, in order to refine the traditional media reconstruction strategy. Combined with the influence of media influence the four-dimensional evaluation index system, this paper argues that the traditional media has the innate inheritance and the credibility of the advantages, adapt to the change of media technology and the corresponding development strategy adjustment, re-establish its media influence. Through specific media and media combination to build a new media group, media transformation of business philosophy, the "audience" to "user" and enhance user stickiness; the construction of information system in the news confirmed. In the fight for news first, strengthen media related marketing activities, pay attention to content and quality, attention to quality positioning, so as to ensure the credibility of the media; training its media platform for opinion leaders, good gatekeeper, active weakened in information transmission noise and rumors; make full use of the official website, the official micro-blog, WeChat mobile phone number and the public the client and other new media platform, three-dimensional communication pattern formation media group.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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