《南方都市报》微信公众号头条新闻图片运用研究

发布时间：2018-04-03 22:32

本文选题：南方都市报　切入点：微信公众号　出处：《广西大学》2017年硕士论文

【摘要】：移动互联网时代,微信迅速发展。人们处于快餐式的碎片化阅读状态,对视觉图像有了新的需求,传统媒体想要在移动互联网时代占有一席之地,就要发挥其媒体微信公众号对受众的吸引力,重拾新闻图片的重要地位。笔者首次把微信公众号和新闻图片运用有机结合起来,采用文献分析和内容分析的研究方法,以发行量、影响力较大的《南方都市报》的微信公众号为研究案例,选取2016年1月1日——2016年6月30日推送的408条头条新闻和3097幅新闻图片为研究样本,分析《南方都市报》微信公众号头条新闻的新闻图片运用情况,并以此得出影响力较大的传统媒体微信公众号的共性,为今后传统媒体如何利用微信公众号提高传媒影响力提供参考。本文共分为5章。第1章为绪论,主要交待了在日益激烈的媒体竞争中,《南方都市报》微信公众号取得成功的背景。第2章主要阐述了新闻图片具有的优势,以及对《南方都市报》微信公众号发展的意义。第3章为研究的重点,通过数据统计从形式和内容上研究《南方都市报》微信公众号头条新闻图片的来源、种类、体裁以及涉及的领域等,并根据微信公众号的传播特性分析了《南方都市报》微信公众号头条新闻图片的推送策略。通过第3章的数据分析得出第4章和第5章,总结出《南方都市报》微信公众号重视媒体社会责任,保持母报重视视觉化传播的传统,并根据移动互联网时代手机用户的阅读特征使用多种类型的新闻图片,形成自己独特的新闻图片使用风格,论证了《南方都市报》微信公众号取得的成功与其头条新闻图片的使用有很大关系。《南方都市报》微信公众号头条新闻图片在使用的过程中也出现一些为增加用户阅读量和关注度,导致娱乐化倾向严重和图片来源不明等问题,根据这些问题,笔者提出要合理分配软、硬新闻比例,重视图片编辑,强化新闻图片版权意识等,希望对未来媒体微信公众号的发展有借鉴作用。
[Abstract]:Mobile Internet era, WeChat rapid development.People are in a fast-food piecewise reading state, and have a new demand for visual images. If traditional media want to have a place in the era of mobile Internet, they must give play to their media WeChat Official account's attraction to the audience.Regain the importance of news pictures.For the first time, the author organically combines Official account of WeChat with the use of news pictures, adopts the research methods of literature analysis and content analysis, and takes the WeChat Official account of Southern Metropolis Daily, which has a large circulation and great influence, as a case study.From January 1, 2016 to June 30, 2016, 408 headlines and 3097 news pictures were selected as research samples to analyze the use of news pictures of Official account headlines in WeChat, a WeChat newspaper.From this, we can find out the commonness of Official account, the influential traditional media, and provide a reference for how to improve the media influence by the traditional media in the future.This paper is divided into five chapters.The first chapter is the introduction, which mainly explains the background of the success of the WeChat Official account in the increasingly fierce media competition.Chapter 2 mainly expounds the advantages of news pictures and its significance to the development of Official account WeChat.The third chapter is the focus of the research, through the data statistics from the form and content of the "Southern Metropolis Daily" Official account headlines of the source, category, genre and the field involved, etc.According to the transmission characteristics of Official account WeChat, this paper analyzes the push strategy of the top news picture of Official account in WeChat.Through the data analysis in Chapter 3, chapters 4 and 5 are obtained, and it is concluded that Official account of WeChat attaches importance to social responsibility of the media and maintains the tradition that the mother newspaper attaches importance to visual communication.And according to the reading characteristics of mobile phone users in the era of the mobile Internet, they use various types of news pictures to form their own unique style of using news pictures.It is demonstrated that the success of Official account in WeChat is closely related to the use of headlines.Reading volume and attention,These problems lead to serious tendency of entertainment and unclear source of pictures. According to these problems, the author suggests that we should reasonably allocate the proportion of soft and hard news, attach importance to the editing of pictures, strengthen the copyright consciousness of news pictures, etc.Hope to the future media WeChat Official account's development has the reference function.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G210.7

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