财经媒体微信公众号内容立体化创新研究

发布时间：2018-03-18 13:05

本文选题：财经媒体　切入点：微信公众号　出处：《江西财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,随着移动网络技术的发展和新型媒体的创新,财经受众阅读财经新闻的习惯和方式有所改变,传统上需要花长时间在财经报纸上才能读到的财经讯息,如今只需要拿着手机,就能即时有效地根据财经讯息分析市场状况。微信公众号自2012年7月上线以来,企业帐号达到了65万,公众账号超过了1000万。微信使用群体中,80%的微信用户关注了公众账号,79.2%的微信公众号关注者认为,微信公众账号在获取资讯方面起主要作用,这就在新的传媒环境中,给财经媒体带来了新的发展方向。财经媒体微信公众号凭借自身优势,分流了一大批依靠传统财经报纸、网络、电视、广播获取财经资讯的受众,在这种情况下,财经媒体微信公众号如何顺应发展,走立体化创新道路是值得研究的。文中以《经济观察报》、《中国经济网》和《央视财经》微信公众号财经新闻内容为研究对象,运用文献分析、内容分析、调查研究等研究方法,分析图表、图片、短视频、声光电等立体化元素在财经新闻报道中的使用情况。依据媒介融合理论、传播学5W模式、4V营销理论,研究财经媒体微信公众号内容立体化的表现,分析当前财经媒体微信公众号内容立体化的不足,并提出改进建议。研究发现,财经媒体微信内容立体化主要表现在立体化元素的分布上,具体体现在静态信息图表、短视频、交互式信息图表、新闻图片、创意图片上。短视频在不同类型媒体建立起来的财经微信号中占重要位置,图片和图表具有重要作用。新闻图片和创意图片的频率分别为18%和11.3%,信息图表包括静态信息图表和交互式信息图表,其频次为55.3%。再者,传统存在的不同类型财经媒体发酵出的微信内容立体化元素也有差别,依赖电视媒体发酵出的财经微信公众号,信息图表的频次是最高的,短视频的频次为36.7%;依靠网络发酵出的财经微信平台,短视频的频次次之;依赖传统财经报纸发酵出的财经媒体微信公平号,短视频的频次最低为5.6%,短视频在不同类型财经媒体发酵出的财经媒体微信平台出现的频次之和为74.9%。新闻图片在以报纸为基础发展的财经媒体微信平台中出现的频次最高为26.4%,新闻图片在不同类型财经媒体发展的财经媒体微信平台中出现的频次之和为58.7%。另外,创建微信矩阵搭建立体化平台、新闻资讯选择的立体化、经营者与使用者互动的立体化、为用户提供精短立体化视频内容是财经媒体微信内容立体化中不可缺少的。文章最后结合数据分析和个案分析,发现财经媒体微信平台立体化的过程中需要懂财经、懂技术、精通财经新闻语言、会设计的复合型人才。立体化对数字信息加工技术有较高的要求、立体化对交互传播与受众互动的要求有所提升,财经媒体微信公众平台立体化要根据已有的经验,积极发展优势,同时弥补人才、技术等方面的不足,在发展中改进不足。
[Abstract]:In recent years, with the development of mobile network technology and the innovation of new media, the habits and ways of reading financial news for financial and economic audiences have changed. Traditionally, it takes a long time to read financial information in financial newspapers. Today, with a mobile phone in hand, you can effectively and instantly analyze the market based on financial and financial information. Since the launch of WeChat Official account in July 2012, the number of corporate accounts has reached 650,000. The number of public accounts exceeded 10 million. Among the WeChat users, 80% of the WeChat users paid attention to the public accounts. 79.2% of the followers of the WeChat Official account thought that the public accounts of WeChat played a major role in accessing information, which is in the new media environment. It has brought a new development direction to the financial media. Financial media WeChat Official account, relying on its own advantages, diverts a large number of audiences who rely on traditional financial newspapers, networks, television and radio to obtain financial information. In this case, It is worth studying how to adapt to the development of financial media WeChat Official account and follow the road of three-dimensional innovation. In this paper, the contents of the Economic Observer, the China Economic Network, and the WeChat Official account Financial News are taken as the research objects. Using the methods of literature analysis, content analysis, investigation and research, to analyze the use of three-dimensional elements such as charts, pictures, short video, acoustics and optoelectronic in financial news reports. According to the theory of media fusion, The 5W model of communication studies the 4V marketing theory, studies the performance of financial media WeChat Official account's three-dimensional content, analyzes the deficiency of the current financial media's Wei Xin Official account's content three-dimensional, and puts forward some suggestions for improvement. The three-dimensional content of WeChat, the financial media, is mainly manifested in the distribution of three-dimensional elements, including static information charts, short video, interactive information charts, and news pictures. Creative pictures. Short video plays an important role in finance and economics Wechat ID, which has been established by different types of media. Pictures and charts play an important role. The frequency of news pictures and creative pictures are 18% and 11. 3, respectively. The information charts include static information charts and interactive information charts, and their frequency is 55. 3 percent. There are also differences in the three-dimensional elements of WeChat content fermented by different types of traditional financial media. Official account, who relies on television media to ferment out WeChat, has the highest frequency of information and charts. The frequency of short video is 36.7%; the platform of financial WeChat, which depends on the network fermentation; and the frequency of short video, followed by the frequency of short video; and the financial media, WeChat Fairness, which depends on the fermentation of traditional financial and financial newspapers. The frequency of short video is the lowest 5.6. The sum of the frequency of short video appearing in the financial media WeChat platform developed by different types of financial media is 74.9. the frequency of news pictures in the financial media WeChat platform based on newspaper development is 74.9. The second highest is 26.4, and the sum of news pictures in the WeChat platform of financial media developed by different types of financial media is 58.7. In addition, Create a three-dimensional platform for WeChat matrix, three-dimensional news information selection, three-dimensional interaction between operators and users, It is indispensable in the three-dimensional content of financial media WeChat to provide users with a short, three-dimensional video content. Finally, combining with data analysis and case analysis, it is found that the financial media WeChat platform needs to understand finance and economics and technology in the process of three-dimensional development. Proficient in the language of financial news, can design a composite talent. Three-dimensional digital information processing technology has higher requirements, three-dimensional interactive communication and audience interaction requirements have been raised, The financial media WeChat public platform should develop its advantages according to the existing experience, make up for the shortage of talents and technology, and improve it in the course of development.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】