上海世博会期间《人民日报》版面资源配置与地方形象广告
发布时间：2018-10-15 16:22
【摘要】：党报作为中国主流的纸质媒体,从官方背景、公信力、权威性、影响力等方面来讲,是一些外企、公益性组织、大型国企的选择,尤其是各级政府。当媒体面临市场化竞争时,媒介经营不单只是靠发行,更指向广告盈利,地方政府借助党报平台发布形象广告也成为党报经营的一个重要方面。形象广告虽然曾经被取消刊登,然而翻开各类党报,形象广告的影子依然显现,并且以更多更隐蔽的方式出现。作为国内最大的党报《人民日报》来讲,其面向全国,广告经营辐射的范围也很大,对它的研究具有较典型的意义。本文以《人民日报》为例,选取重大新闻事件发生期间的政府形象广告作为研究对象,从报纸版面资源与地方形象广告之间的关系,分析形象广告屡禁不止的原因,党报形象广告背后的发展趋势,以及分析广告本身的特点,来看政府形象宣传的传播架构。透过这些,发现党报版面资源配置与政府形象广告间存在政治、经济与新闻规律之间的博弈,党报经营应寻求新闻本位与赢利方式的平衡点,不仅要兼顾政治影响、经济赢利,更要以新闻规律为最根本出发点。
[Abstract]:As the mainstream paper media in China, the Party newspaper is the choice of some foreign enterprises, public welfare organizations, large state-owned enterprises, especially governments at all levels, from the official background, credibility, authority, influence and other aspects. When the media is facing the market competition, the media management not only depends on the distribution, but also points to the advertisement profit. The local government publishes the image advertisement with the party newspaper platform also becomes an important aspect of the party newspaper management. Although the image advertisement was once cancelled, but opened all kinds of party newspaper, the image advertisement shadow still appeared, and appeared in more and more concealed way. As the largest party newspaper in China, People's Daily is facing the whole country, and the scope of advertising management radiation is also very large, so the research on it is of typical significance. This article takes People's Daily as an example, selects the government image advertisement during the major news event as the research object, from the newspaper layout resources and the local image advertisement relations, analyzes the image advertisement repeatedly the reason which the prohibition does not stop, The development trend behind the party newspaper image advertisement, as well as the analysis of the characteristics of the advertisement itself, the communication structure of the government image propaganda. Through these, it is found that there is a game between politics, economy and news law between layout resource allocation of party newspaper and advertisement of government image. Party newspaper management should seek the balance point between news standard and profit way, not only to give consideration to the political influence, but also to make economic profit. We should take the law of news as the most fundamental starting point.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G213;F713.8
本文编号：2273091
[Abstract]:As the mainstream paper media in China, the Party newspaper is the choice of some foreign enterprises, public welfare organizations, large state-owned enterprises, especially governments at all levels, from the official background, credibility, authority, influence and other aspects. When the media is facing the market competition, the media management not only depends on the distribution, but also points to the advertisement profit. The local government publishes the image advertisement with the party newspaper platform also becomes an important aspect of the party newspaper management. Although the image advertisement was once cancelled, but opened all kinds of party newspaper, the image advertisement shadow still appeared, and appeared in more and more concealed way. As the largest party newspaper in China, People's Daily is facing the whole country, and the scope of advertising management radiation is also very large, so the research on it is of typical significance. This article takes People's Daily as an example, selects the government image advertisement during the major news event as the research object, from the newspaper layout resources and the local image advertisement relations, analyzes the image advertisement repeatedly the reason which the prohibition does not stop, The development trend behind the party newspaper image advertisement, as well as the analysis of the characteristics of the advertisement itself, the communication structure of the government image propaganda. Through these, it is found that there is a game between politics, economy and news law between layout resource allocation of party newspaper and advertisement of government image. Party newspaper management should seek the balance point between news standard and profit way, not only to give consideration to the political influence, but also to make economic profit. We should take the law of news as the most fundamental starting point.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G213;F713.8
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