媒体与企业良性互动关系研究
发布时间：2018-10-17 17:53
【摘要】：构建媒体与企业良好互动关系,是与媒体和企业的可持续发展和社会和谐发展有关的一个重要问题。良性互动关系的构建需要媒体和企业双方共同努力,互动关系的建立强调的是两者之间的相互作用力。媒体与企业之间的互动合作,与一般的企业与企业之间的合作有着一定的不同,这样的差异源自于媒体的双重属性。一方面,媒体具有经济属性,需要参与激烈的市场竞争,抢占更多的市场份额,就必须要进行市场营销,扩大品牌的影响力,以吸引更多的广告主投入广告。媒体的经济属性决定了媒体必须要与市场发生联系,媒体可以根据自身的机制体制,可以将体制内允许可市场化运作的部分,营销、广告、或是节目的制作方面充分与企业合作,构建良好的媒体与企业合作关系以谋求共赢,达到更佳的经济效益,为企业创造价值的同时也为传统媒体的转型提供雄厚的资金。另一方面,媒体又具备有社会属性,是社会公器,不能够完全地进行市场化运作,与企业的互动和合作过程中,又要坚守自身的新闻专业主义,避免沦为市场化的牺牲品。保证媒体报道的新闻是客观公正的,不因为经济利益集团的关系而改变报道的方向,内容的倾向。构建良好的媒体与企业互动关系,需要媒体与企业大力合作也需要媒体坚守自身的新闻专业主义。企业在构建良好的媒体与企业互动关系中,要充分发挥自身的经济优势以及人才优势,但也需要尊重媒体的新闻专业主义的需求。本文以媒体与企业互动关系为研究对象,分别从成功的案例和失败的案例进行分析,通过对两个典型的案例进行正反面对比,从成功的实践的案例中归纳总结出可供借鉴的经验。同时,媒体与企业互动中也存在一些问题,如有偿不闻的问题的存在比较严重,本文以21世纪新闻敲诈案为例,从新闻专业主义的理论角度考察当下的媒体与企业互动中存在的问题。解析其媒体与企业恶性互动关系中存在的问题,并分析其背后的原因,并为构建良性媒体与企业互动关系提出相关的意见和建议。
[Abstract]:It is an important issue related to the sustainable development of media and enterprises and the harmonious development of society to establish a good interactive relationship between media and enterprises. The construction of benign interaction requires the joint efforts of both media and enterprises, and the establishment of interactive relationship emphasizes the interaction between the two. The interaction and cooperation between media and enterprises are different from the general cooperation between enterprises and enterprises. This difference stems from the dual attributes of media. On the one hand, the media has the economic attribute, needs to participate in the fierce market competition, preempts more market share, must carry on the marketing, expands the brand influence, in order to attract more advertisers to put the advertisement. The economic attribute of the media determines that the media must have contact with the market. According to their own mechanism and system, the media can allow the marketable parts of the system, marketing, advertising, Or the production of programs to fully cooperate with enterprises, to build a good relationship between media and enterprises to seek win-win, to achieve better economic benefits, to create value for enterprises, but also for the transformation of traditional media to provide abundant funds. On the other hand, the media has the social attribute, is the social public instrument, cannot carry on the market operation completely, and in the process of interaction and cooperation with the enterprise, must stick to its own journalism professionalism, avoids becoming the victim of the marketization. To ensure that the news reported by the media is objective and impartial, and does not change the direction and content of the report because of the relationship between economic interest groups. To build a good relationship between media and enterprise requires media and enterprises to cooperate vigorously and media to stick to their journalistic professionalism. In order to build a good relationship between media and enterprise, enterprises should give full play to their own advantages of economy and talents, but they also need to respect the demands of journalism professionalism of media. This article takes the media and the enterprise interaction as the research object, separately carries on the analysis from the success case and the failure case, through carries on the positive and the negative contrast to the two typical cases, The experience that can be used for reference is summed up from successful practice cases. At the same time, there are also some problems in the interaction between media and enterprises, such as the problem of paid not hearing is serious. This paper takes the 21st century news extortion case as an example. From the perspective of journalism professionalism, the problems existing in the interaction between media and enterprises are investigated. This paper analyzes the problems existing in the malignant interaction between media and enterprises, and analyzes the reasons behind it, and puts forward some suggestions and suggestions for the construction of a benign relationship between media and enterprises.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
本文编号：2277481
[Abstract]:It is an important issue related to the sustainable development of media and enterprises and the harmonious development of society to establish a good interactive relationship between media and enterprises. The construction of benign interaction requires the joint efforts of both media and enterprises, and the establishment of interactive relationship emphasizes the interaction between the two. The interaction and cooperation between media and enterprises are different from the general cooperation between enterprises and enterprises. This difference stems from the dual attributes of media. On the one hand, the media has the economic attribute, needs to participate in the fierce market competition, preempts more market share, must carry on the marketing, expands the brand influence, in order to attract more advertisers to put the advertisement. The economic attribute of the media determines that the media must have contact with the market. According to their own mechanism and system, the media can allow the marketable parts of the system, marketing, advertising, Or the production of programs to fully cooperate with enterprises, to build a good relationship between media and enterprises to seek win-win, to achieve better economic benefits, to create value for enterprises, but also for the transformation of traditional media to provide abundant funds. On the other hand, the media has the social attribute, is the social public instrument, cannot carry on the market operation completely, and in the process of interaction and cooperation with the enterprise, must stick to its own journalism professionalism, avoids becoming the victim of the marketization. To ensure that the news reported by the media is objective and impartial, and does not change the direction and content of the report because of the relationship between economic interest groups. To build a good relationship between media and enterprise requires media and enterprises to cooperate vigorously and media to stick to their journalistic professionalism. In order to build a good relationship between media and enterprise, enterprises should give full play to their own advantages of economy and talents, but they also need to respect the demands of journalism professionalism of media. This article takes the media and the enterprise interaction as the research object, separately carries on the analysis from the success case and the failure case, through carries on the positive and the negative contrast to the two typical cases, The experience that can be used for reference is summed up from successful practice cases. At the same time, there are also some problems in the interaction between media and enterprises, such as the problem of paid not hearing is serious. This paper takes the 21st century news extortion case as an example. From the perspective of journalism professionalism, the problems existing in the interaction between media and enterprises are investigated. This paper analyzes the problems existing in the malignant interaction between media and enterprises, and analyzes the reasons behind it, and puts forward some suggestions and suggestions for the construction of a benign relationship between media and enterprises.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
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