媒介多样性背景下的区域性报纸发展研究

发布时间：2019-05-09 20:10

【摘要】：科技时代的到来改变了人们的生活方式，获取信息的渠道也变得多元化,人们的需求变得愈加广泛，媒体自身也在不断的改革、创新。步入信息化时代后，媒介传播多样性、传播渠道更广是不争的事实，新兴媒体对传统媒体有着巨大的冲击，“开源节流”、“市场萎缩”、“新媒介的冲击”、“人们阅读习惯的改变”，这些关键词道出了报纸行业的现状。区域性报纸也面临严峻的冲击，不可否认的是，在全球金融危机的影响下，报纸的发行量、广告都在减少。如何在媒介多样性的背景下探讨区域性报纸的发展之路，是本文的研究要点。本文的核心探索点是面对多媒体时代飞速发展的大环境，区域性报纸如何发掘自身优势，不断创新，从经营、广告、读者、内容等方面不断完善，提升品牌影响力，以适应市场的需求。本文运用了举例论证、对比论证、归纳论证、引用论证等论证方法，通过参阅大量论文及查阅往期报纸，并通过实际案例逐一对《都市快报》、《齐鲁晚报》、《新文化报》等3家具有代表性的区域性报纸进行分析，并重点对吉林省发行量最大、影响力最广的纸媒——《新文化报》进行剖析，，从读者、运营（广告、发行、印刷）、内容、版面设计、读者互动等多个角度，全面、细致、具体地阐述了媒介多样性背景下区域性报纸该如何发展，如何生存。本文的写作难点在于论证论点时如何紧密结合实际案例，通过事实引出不同报业的经营理念，从而阐释媒介多样性背景下新媒体对报纸巨大冲击的全面认识，从而总结出区域性报纸健康发展的经验。
[Abstract]:The advent of the era of science and technology has changed people's way of life, the channels of access to information have become diversified, people's needs have become more and more extensive, and the media itself is constantly reforming and innovating. After entering the information age, it is an indisputable fact that the media is diversified and the channels of communication are wider. The emerging media have a great impact on the traditional media, such as "opening up sources and cutting expenditure", "shrinking the market" and "the impact of new media". "people's reading habits change," these keywords point to the status quo of the newspaper industry. Regional newspapers are also facing a severe impact, it is undeniable that under the influence of the global financial crisis, the circulation of newspapers, advertising are declining. How to explore the development of regional newspapers in the context of media diversity is the main point of this paper. The core exploration point of this paper is how to explore the advantages and innovate of regional newspapers in the face of the rapid development of multimedia era, and how to improve the brand influence from the aspects of management, advertising, readers, content and so on. To meet the needs of the market. This paper uses examples, comparative argumentation, inductive argumentation, citation argumentation and other argumentation methods, through referring to a large number of papers and consulting previous newspapers, and through practical cases to "Urban KuaiBao", "Qilu Evening News" one by one. The New Culture News and other three representative regional newspapers are analyzed, with emphasis on the New Culture News, the most widely distributed and influential paper medium in Jilin Province, from readers, operations (advertising, distribution, printing). From many angles, such as content, layout design, reader interaction and so on, this paper expounds comprehensively, meticulously and concretely how to develop and survive regional newspapers under the background of media diversity. The difficulty of this paper lies in how to closely combine the actual cases when demonstrating the argument, and lead to the business ideas of different newspapers through the facts, so as to explain the comprehensive understanding of the great impact of the new media on the newspaper under the background of media diversity. Thus summed up the regional newspaper healthy development experience.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G219.2

【共引文献】