微信崛起时代文学期刊的困境与突围

发布时间：2018-02-24 12:06

  本文关键词： 文学期刊 微信公众号 转型 融合　出处：《南京师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：我国文学期刊自上世纪90年代起,逐渐从鼎盛走向衰落,在社会生活和媒体格局中都呈现出边缘化趋势。这其中有文学期刊自身的问题：资金短缺、办刊方式和经营理念的落后、文学生产机制的不健全、创作题材与视野的局限等等；另一方面则是媒介融合的加剧与数字新媒体的快速发展所带来的巨大冲击。传统的文学期刊在接受终端、传播速度、传播效果上都远不及新媒体：在受众资源、盈利空间、传播渠道上也遭受到新媒体的大幅挤压,导致近年来国内多家老牌文学期刊相继停刊。面对数字新媒体带来的巨大冲击,文学期刊逐渐从被动适应转向积极转型融合,在困境中探索突围之路。文学期刊的转型经历了改版和数字化两个阶段,近年来,以微信为代表的新媒体的崛起更是给文学期刊带来了巨大的机遇和挑战。微信作为当下最炙手可热的手机通讯工具,在媒介融合中的角色地位日益彰显,成为政府部门、企业、传统媒体以及个人信息发布和传播的重要平台之一。众多文学期刊为了拓宽传播渠道,纷纷开通微信公众号,利用微信公众平台丰富而强大的技术功能与服务,探索新的数字化融合转型模式,不失为一种低成本、高效率的品牌延伸和数字化运营尝试。本文以《小说月报》、《读者》和《萌芽》三个不同类型、具有代表性的文学期刊的微信公众号为例,通过案例分析的方法,从媒介融合的视角分析其宣传营销、内容形式、用户互动、品牌形象等方面的运营特点,总结归纳文学期刊公众号运营的基本模式,对比三类文学期刊公众号运营的区别和各自的侧重点；分析文学期刊与微信融合的优势,指出公众号运营中存在的问题,并从媒介运营与管理的视角出发,提出相应的解决对策。文章在最后回到文学和文学期刊本身,借鉴国外期刊行业转型发展的成功案例,对我国文学期刊未来的发展趋势做了预测和展望；深入思考媒介融合这把“双刃剑”对文学期刊产生的影响,以及存在于整个文学期刊产业的根本性问题,以期给文学期刊未来的转型发展提供一些借鉴和参考。
[Abstract]:China's literary journals since the last century since 90s, gradually from prosperity to decline, in the social life and media pattern are shown in the marginalization trend. The literary journal own problems: shortage of funds, management style and philosophy behind, literary production mechanism is not perfect, the creation theme and the limitations of vision etc. on the other hand; it is a huge impact brought by the rapid development of new media and digital media convergence intensified. The propagation speed of the traditional literary journals in the receiving terminal, and communication effects are far less than the new media: the profit space in the audience, resources, communication channels are also subject to the new media in recent years led to a squeeze, to many domestic old literature periodical publication after the huge impact. In the face of new digital media brings, literary periodicals gradually from passive adaptation to positive transformation fusion, exploring the way out of the predicament The transformation of the literary journal. Through the revision and digitization of two stages, in recent years, the rise of new media represented by WeChat also brought great opportunities and challenges to the literary journal. WeChat as the most sought after mobile phone communication tools, integration in the media's role is playing an increasingly active role, become government departments. The enterprise, the traditional media and one of the important platform of personal information publishing and dissemination. Many literary journals in order to broaden the channels of communication, have opened WeChat public number, using the technology of WeChat public platform rich and powerful and service, to explore the digital integration of new transition mode, is a kind of low cost, high efficiency of brand extension and digital operation try. This novel monthly < >, < > and < > budding readers three different types of literary journals, WeChat public, as a typical example, through case analysis Methods analyze the marketing content, form, user interaction from the perspective of media convergence, the operating characteristics of the brand image and other aspects, summarizes the basic mode of literary periodicals in public operations, the comparison between three kinds of literary periodicals in public operations and their focus; analysis of literary periodicals and the integration of WeChat advantage, pointed out the existence of the public on the problems in the running, and starting from the perspective of media operation and management, and put forward the corresponding countermeasures. At the end of the paper to the literature and literary journals, from success stories of foreign periodicals industry restructuring and development, the future development trend of China's literary journal has made the forecast and prospect; think deeply influence this media convergence the "double-edged sword" in the literary journal, and exists in the whole literary periodicals industry fundamental problems, with a view to the future development of the transformation of literary journals provide a Some reference and reference.

【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G237.5;G206
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本文编号：1530162