立足北京、着眼影像—新华社北京分社《影像北京》内容生产研究

发布时间：2018-04-30 20:03

本文选题：新华社北京分社 + 移动新媒体　；参考：《安徽大学》2015年硕士论文

【摘要】：媒介技术飞速发展,信息革命再次来临。传统媒体尤其是纸质媒体受到新媒体的强烈冲击。媒体转型已成为多数传统媒体的共识。作为我国最大的消息集散地的新华通讯社,在其80年的历史中,在不同的阶段有过不同意义上的多次转型。跨入新世纪后,新华社继续进行全媒体战略转型。而作为首都地区的信息中心和宣传报道的重阵,北京分社,作为新华社派驻北京的分支机构,又是如何应对这一过程的呢?本文基于个人的实习经历,拟通过从2014年8月1日至2014年9月30日为期两个月的参与式观察(以及后续四个月与分社工作人员的持续联系),并结合对分社手机新媒体部门同事的询问和北京分社新媒体移动中心的文件资料,分别对新华社北京分社移动新媒体中心的编辑整合和其推出的微信栏目《影像北京》进行分析。通过分析,笔者发现新华社中存在着一个喉舌本位色彩由浓变淡的过程,以及话语由严肃向轻松诙谐转变的过程,这些转变显示出我国党媒新媒体转型时代的发展进程。同时,新华社的新媒体转型是意识形态、市场相互作用的结果。早期传统意义上的新华社是国家的耳目喉舌,是智库和信息集散中心,新华社被要求有意识地贯彻主流意识。因此,喉舌本位一直占主导地位。在上个世纪末,在资本的驱使下,媒体产业成为新兴产业,传媒集团如雨后春笋般落地,党媒也在中央政策下允许适当进入市场。伴随技术革新,党媒进行了新媒体转型,转型后的新华社,在其新媒体领域,耳目喉舌的政治意义变淡,创收成为新媒体的目标之一,然而,对于主流意识形态的宣传并没有完全消失,而是潜移默化地隐藏在报道中,试图召起民众的爱国意识和集体荣誉感,在新华社的新媒体领域,传递主流价值观和弘扬民族文化渐渐变为新华社的新媒体在喉舌本位上的表现形式。润物细无声式的喉舌本位是新时期党媒新媒体在政治层面的特征。绪论部分论述选题依据、选题的意义、相关研究综述与研究方法。第一章介绍新华社北京分社的历史,论述其转型的外在和内在原因；并详细论述《影像北京》的创办过程及其发展定位。第二章结合2014年8月至2015年2月期间《影像北京》的文本资料来论证新华社北京分社以文化元素为主题的影像微信栏目并非是简单的媒体市场转型。在分别对自然景观、历史文化景观、人文景观进行分析的基础上,深入剖析国家意识形态的嵌入,即传递主流价值观,弘扬社会正义,构建社会主义中国梦。第三章就《影像北京》的影像风格进行具体解读。对《影像北京》的影像素材的视觉表达,素材的组合结构、色彩运用等进行具体解读。第四章就新华社北京分社的《影像北京》的运营方式进行具体解读,结合微信公众号的传播特点、新媒体的传播方式分析《影像北京》的传播特点。第五章以新华社北京分社转型中的内容和渠道为出发点,分析传统媒体中国家意识形态、文化元素、市场等各层面之间对于转型过程的影响,从而最终阐明了并阐明作为党媒的新华社在新媒体转型过程中的首要任务是利用新技术,为上情下达,服务于党和人民,弘扬中华民族伟大文化,尤其在国际格局逐渐改变的情况下,要以维护国家利益,争夺国际话语权为主要奋斗方向,而不是一味地在信息资本主义时代下对资本的垂涎。
[Abstract]:The rapid development of media technology and the advent of the information revolution. The traditional media, especially the paper media, have been strongly impacted by the new media. The transformation of the media has become the consensus of the majority of the traditional media. As the largest message and distributing center of our country, Xinhua news agency, in its 80 year history, has had many different changes in different meanings in different stages. After entering the new century, Xinhua news agency continues to carry on the strategic transformation of the full media. As the information center and propaganda report of the capital area, Beijing branch, as the branch of the Xinhua News Agency stationed in Beijing, how to deal with this process? This article is based on personal internship, from August 1, 2014 to September 30, 2014. Two months of participatory observation (as well as the continuing connection with the staff in the next four months), combined with the inquiry of the new media department colleagues from the branch cell phone and the documents of the new media mobile center in Beijing branch, the editing and integration of the new media center of the Beijing branch of Xinhua news agency and the WeChat column of the new media center of the Xinhua News Agency Through analysis, the author finds that there is a process in the Xinhua news agency, the process of the color of the mouthpiece, and the process of changing the words from the serious to the easy and humorous. These changes show the process of the transformation of the new media in our country. At the same time, the new media transformation of the Xinhua news agency is the ideology and the interaction of the market. As a result. The early traditional Xinhua news agency was the country's ear and eye mouthpiece, the think tank and information distribution center, the Xinhua news agency was asked to carry out the mainstream consciousness consciously. Therefore, the tongue standard has been dominant. At the end of the last century, the media industry became a new industry and media groups sprang to the ground like bamboo shoots after the drive of capital. Party media also allowed appropriate access to the market under the central policy. With the technological innovation, the party media has transformed the new media. The Xinhua news agency after the transformation has weakened the political significance of the ear and eye mouthpiece in its new media field. However, the propaganda of the mainstream sense form has not completely disappeared, but is imperceptibly imperceptible. It is hidden in the report, trying to call up the patriotic consciousness and collective sense of honor of the people. In the new media field of the Xinhua news agency, the mainstream values and the development of the national culture have gradually become the form of the new media of Xinhua news agency in the mouthpiece. The sound of the mouthpiece is the political aspect of the new media in the new period. The introduction part discusses the basis of the topic, the significance of the topic, the related research review and the research method. The first chapter introduces the history of the Beijing branch of Xinhua news agency, discusses the external and internal reasons of its transformation, and expounds the establishment process and the development orientation of the "image Beijing >" in detail. The second chapter combines the text of "image Beijing >" during the period from August 2014 to February 2015. This data demonstrates that the WeChat section of Beijing branch of Xinhua news agency is not a simple media market transformation on the theme of cultural elements. On the basis of the analysis of natural landscape, historical and cultural landscape and humanistic landscape, this paper analyzes the embeddedness of national ideology, namely, the transmission of mainstream values, the promotion of social justice, and the construction of society. The third chapter makes a concrete interpretation of the image style of "image Beijing >". The visual expression of the image material of "image Beijing", the composition structure of the material, the use of color and so on. The fourth chapter makes a concrete interpretation of the operation mode of the "image Beijing >" of the Beijing branch of Xinhua news agency, combining the communication special of the public number of the WeChat. In the fifth chapter, the fifth chapter takes the contents and channels of the transformation of Xinhua news agency in Beijing as a starting point to analyze the influence of the Chinese ideology, cultural elements and the market on the transformation process in the traditional media, and finally clarifies and clarifies the Xinhua news agency as the media of the party. The first task in the process of the transformation of the new media is to make use of new technology to serve the party and the people and to carry forward the great culture of the Chinese nation, especially in the case of the gradual change of the international pattern, and to maintain the national interests and compete for the international discourse power as the main direction of struggle, but not to capitalistic in the era of information capitalism. Covetous.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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