报纸微信公众号的传播内容研究

发布时间：2018-05-24 17:45

本文选题：报纸 + 微信公众号　；参考：《吉林大学》2017年硕士论文

【摘要】：本文主要对当前报纸微信公众号的传播内容进行了详细的分析研究。首先对报纸微信公众号的界面设置、推送时间、数量进行了分析,并对报纸微信公众号推送内容进行了分类。报纸微信公众号的名称和头像在设置上沿用母报的名称,有三种菜单栏设置形式;通过个案分析,本文发现在推送时间和数量上,一般地方性报纸推文次数较少,全国性报纸推送次数较多,但是由于微信信息传播特性,阅读数、推送次数和推送时间之间没有明显的相互关系。有部分报纸微信公众号根据不同时间段,推送符合时间的相应内容;报纸微信公众号的内容分类可以按照有无板块分析、内容报道手段等分类,本文着重分析了报纸微信公众号内容报道表现形式和特点。其次,本文分析了报纸微信公众号的标题特点、内容话语形态、报纸微信公众号的互动性和信息来源。报纸微信公众号标题有:文字多、情感性符号多、网络语使用频繁、标题偏重口语化、故事化叙述、标题中设置内容关键词等特点。报纸微信公众号话语形态上,内容会偏重软文化和生活化;硬新闻增添娱乐性;语言上口语化、网络化、亲民化;评论性内容增多;第一、二人称频繁使用、采用人格化的自我称谓等。在互动性方面,报纸微信公众号一般使用留言、发红包和送流量等形式与受众互动。而通过数据对比研究报纸微信公众号的信息来源,发现报纸微信公众号在内容方面,原创内容不多,转载内容占比较大,情感类内容多为转载文章,报纸微信公众号应增加更多原创型内容。本文认为,当前报纸微信公众号还存在着内容同质化严重、标题党横行、虚假信息过多、互动性不足、原创力度不够等问题。因此,应该从组建专业化的运营团队,优化发布时间,使用多样化的报道手段,增加新的内容板块,个性化定制内容,精准受众定位,坚持推送优质内容,同时紧抓社会热点,增加内容深度等方面进行改进。报纸微信公众号给纸媒发展带来一个新的机遇,报纸做微信公众号有得天独厚的优势,但是在发展中也需要注意目前内容方面存在的问题,维系受众关系,吸引新受众,从做优质内容开始。报纸微信公众号处于一个发展时期,还需要更多业界和学界的研究。
[Abstract]:In this paper, the current WeChat public number of the dissemination of a detailed analysis of the content. Firstly, it analyzes the interface setting, push time and quantity of WeChat public number, and classifies the content of newspaper WeChat public number push. The name and image of the WeChat public number of the newspaper follow the name of the mother newspaper in setting up, and there are three forms of menu bar setting. Through the case analysis, this paper finds that the times of pushing and the quantity of tweets in general local newspapers are less. National newspapers push more times, but due to the characteristics of WeChat message dissemination, reading, push times and push time, there is no obvious correlation between them. Some WeChat public numbers push corresponding content according to different time periods; the content classification of newspaper WeChat public numbers can be classified according to whether there is a section or not, content reporting means, etc. This paper focuses on the analysis of the form and characteristics of the WeChat content report. Secondly, this paper analyzes the features of newspaper WeChat public number title, content discourse form, newspaper WeChat public number interactive and information sources. The headlines of WeChat are as follows: more words, more emotive symbols, frequent use of network language, emphasis on colloquial headlines, story narration, content keywords in the headlines, and so on. In the form of WeChat public discourse, the content will focus on soft culture and life; hard news will add entertainment; language will be colloquial, networked and pro-people; critical content will increase; first, the two people say that it is used frequently. Adopt personified self-address and so on. In the interactive aspect, the newspaper WeChat public number generally uses the message, sends the red envelope and sends the flow and so on forms to interact with the audience. Through the comparative study of the information sources of the WeChat public number, we find that the content of the public number of WeChat newspaper is not much, the reprinted content is relatively large, and the emotional content is mostly reprinted articles. The newspaper WeChat public number should add more original content. This paper holds that there are still some problems such as serious homogenization of content, rampant title party, excessive false information, insufficient interaction, insufficient originality and so on. Therefore, we should set up a professional operation team, optimize the release time, use a variety of reporting methods, add new content sections, customize content, accurately position the audience, insist on pushing quality content, and at the same time grasp the social hot spots. Increase the depth of the content and other aspects of improvement. WeChat has brought a new opportunity to the development of print media. Newspapers have unique advantages in doing WeChat, but in their development, they also need to pay attention to the existing problems in content, to maintain audience relations, and to attract new audiences. Start with quality content. WeChat is in a period of development, and needs more research from the industry and academia.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G210.7

【参考文献】