中国新闻周刊发展策略研究

发布时间：2018-06-01 13:06

本文选题：新闻周刊 + 主流媒体　；参考：《西北大学》2010年硕士论文

【摘要】： 自上世纪90年代以来,一批新锐新闻周刊的诞生标志着我国新闻周刊市场正在走向成熟。诞生之初的新闻周刊纷纷表示要做中国的主流媒体,但理想变成现实是要付出代价的,况且理想与现实的差距如此之大。在传统三大媒体以及号称为“第四媒体”——网络的夹缝中生存,新闻周刊要成为主流媒体将有漫长的道路要走。本文首先分析了新闻周刊做主流媒体的可行性,认为相对于以量取胜的非主流媒体来说,主流媒体追求的是传媒的影响力,即以质取胜。而要实现这一目标的关键因素在于报道内容上的差别。众所周知,报纸、广播、电视以及网络的优势在于新闻的时效性,在新闻资讯的整合和深加工方面,它们是做不过新闻周刊的。新闻周刊可以利用充足的时间,以专业化的视角解读一周以来发生的重大事件,这就是新闻周刊存在和生长的空间。尤其是报纸受到网络的冲击已经开始走下坡路,为新闻周刊占据纸质传媒的竞争制高点提供了绝好的机会。因此,本文认为新闻周刊的主流媒体之路是可行的。在此基础上,本文以新闻周刊的整体发展作为研究的主脉络,论述了新闻周刊要想做中国的主流媒体,应首先完成系统化的定位,进而寻求符合自身目标和个性特点的发展策略。就个体而言,笔者认为,有一些发展策略是共性的,是任何一份新闻周刊在发展过程中都不能忽视的。因此本文遵循着从个体到整体、从个性到共性的思维方式把这些策略提炼出来,单独列为一章,分节叙述。论文最后指出,尽管面临着种种困难,但新闻周刊的机遇是大于挑战的。因此,新闻周刊应该抓住机遇,充分发展,占据纸质传媒的竞争制高点,实现主流媒体之理想。
[Abstract]:Since 1990's, the birth of a batch of new Newsweek shows that the market of Newsweek in our country is maturing. At the beginning of its birth, Newsweek said it wanted to be the mainstream media in China, but it had to pay the price to make the ideal come true, and the gap between ideal and reality was so big. There is a long way to go for Newsweek to become the mainstream media in the gap between the three traditional media and the network known as "the fourth Media". This paper first analyzes the feasibility of Newsweek as the mainstream media. Compared with the non-mainstream media that win by quantity, the mainstream media pursue the influence of the media, that is, win by quality. The key factor to achieve this goal is the difference in the content of the report. It is well known that the advantages of newspapers, radio, television and the Internet lie in the timeliness of news, and in the integration and deep processing of news information, they are not able to do Newsweek. Newsweek can use enough time to interpret the major events in the past week from a professional perspective, which is the space for Newsweek to exist and grow. In particular, newspapers have begun to decline under the impact of the Internet, providing a great opportunity for Newsweek to occupy the competitive high ground of paper media. Therefore, this paper believes that Newsweek's mainstream media road is feasible. On this basis, this paper takes the overall development of Newsweek as the main thread of the study, and discusses that Newsweek should first complete the systematic positioning if it wants to be the mainstream media in China. Then seek the development strategy that accords with oneself goal and individual character characteristic. As far as the individual is concerned, there are some development strategies which can not be ignored in the development of any Newsweek. Therefore, this paper follows the thinking mode from individual to whole, from individuality to commonness, abstracts these strategies into a separate chapter and describes them in sections. Finally, the paper points out that despite the difficulties, the opportunities of Newsweek outweigh the challenges. Therefore, Newsweek should seize the opportunity, fully develop, occupy the competitive height of paper media, and realize the ideal of mainstream media.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.2

【引证文献】