《南方周末》的全媒体化探究

发布时间：2017-12-31 08:45

本文关键词：《南方周末》的全媒体化探究　出处：《浙江传媒学院》2016年硕士论文　论文类型：学位论文

【摘要】：在互联网技术日益发达的当下,新媒体发展日臻成熟,报纸的“存亡”成了E时代媒体圈里最大的猜测。京华时报社社长吴海民在2005年后提出了报纸的“拐点论”、“寒冬论”。而中国人民大学教授喻国明则以“节点论”的说法表示,此次变动既是报纸的危机,也是报纸的机遇。面对挑战,《南方周末》以其雄厚的实力以及良好的口碑开始了全媒体化转型。从《南方周末》全媒体化的实践中可知,它对全媒体化的要求绝不止于形式上的结合,它的融合模式既是媒体间内部的接轨,也是媒体圈外部的竞合。本文以探究《南方周末》的全媒体化实践,总结经验、分析问题、提出想法,旨在提炼出对报纸发展有所帮助的方法。全文分为六部分:第一部分,绪论。对国内外的研究进行梳理,提出自己的研究方向,确立研究方法,并对研究意义和背景进行了阐述。第二部分,全媒体概论。将全媒体的概念从三个不同方面进行分析,并解释了推动报纸全媒体化的内外因素。第三部分,《南方周末》全媒体化的实践探索。先梳理《南方周末》的四次转型,进而详细分析它的全媒体化转型,并阐述其全媒体化进程中的各个阶段并分析特点。第四部分,《南方周末》全媒体化的问题及策略分析。通过分析《南方周末》全媒体化进程中内容、特色、从业者方面的问题,笔者阐述了相应的策略。第五部分,《南方周末》全媒体化下媒体融合的未来。笔者整合了前文的分析,阐述了“内容”与“品牌”对《南方周末》全媒体化未来发展的重要性,并对其内容的生产与品牌的塑造提出了建议。第六部分,结语。对全文进行总结,坚定报纸进行全媒体转型是当下最优的选择,是报纸面对挑战的最佳反击。
[Abstract]:With the development of Internet technology, the development of new media is becoming more and more mature. The "survival" of newspapers has become the biggest speculation in the E-era media circle. Wu Haimin, director of Beijing Times, put forward the newspaper's "inflection point theory" after 2005. Yu Guoming, professor of Renmin University of China, said in the words of "Node Theory" that this change is not only a crisis for newspapers, but also an opportunity for newspapers to face challenges. "Southern weekend" with its strong strength and good reputation began the transformation of all-media. From the practice of "Southern weekend", we can know that its requirement of all-media is not only the combination of form. Its fusion mode is not only the integration of the media, but also the competition outside the media circle. This paper explores the whole media practice of Southern weekend, summarizes the experience, analyzes the problems, and puts forward some ideas. This paper is divided into six parts: the first part, introduction. The research at home and abroad is combed, put forward their own research direction, establish research methods. And the significance and background of the study are described. The second part, the introduction of the whole media. The concept of the whole media from three different aspects are analyzed, and explained the internal and external factors that promote the whole media. The third part. "Southern weekend" the practice of all-media exploration. First combing the "Southern weekend" four transformations, and then detailed analysis of its all-media transformation. In the 4th part, the problems and strategies of "Southern weekend" are analyzed. Through the analysis of the content and characteristics of "Southern weekend", the characteristics of the whole media process are analyzed. Part 5th, "Southern weekend", the future of media integration under the "Southern weekend", the author integrated the previous analysis. This paper expounds the importance of "content" and "brand" to the future development of "Southern weekend", and puts forward some suggestions on the production of its content and the shaping of its brand. Part 6th, conclusion, summarizes the full text. It is the best choice and the best counterattack for newspapers to make all media transformation.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G219.2

【相似文献】