国内传统新闻媒体微信公众号发展现状研究

发布时间：2018-06-20 05:30

本文选题：新闻媒体 + 微信　；参考：《吉林大学》2017年硕士论文

【摘要】：加拿大传播学家麦克卢汉认为:“媒介即讯息,媒介是社会发展的基本动力,也是区分不同社会形态的标志。”每一种新媒介的诞生都开创了社会生活和社会行为的新方式。如今,随着传播技术的进步与革新,以移动媒体为代表的新媒体正深刻改变着人们的生产生活方式以及思维方式,现代传播事业发生了颠覆性的变革,传统媒体与新媒体之间的竞争日趋白热化,媒介融合成为大势所趋。在媒介融合进程中,传统媒体只有清醒的认识到社会化媒体的巨大影响力才能实现真正意义上的媒介融合。在社会化媒体诸多形式中,微信便是其中最具发展潜力、使用人数最多的移动社交媒体工具。传统媒体应该敞开怀抱与微信平台联姻,利用微信公众平台展开新闻传播活动推动媒介融合的发展进程。本文从媒介融合理论出发,综合使用与满足理论、受众理论、互动传播理论、UGC生产模式等新闻传播理论作为理论研究基础,运用文献分析法、案例分析法、比较分析法、文本分析法等研究方法分析传统新闻媒体面临的机遇和挑战、开通微信公众号的必要性,探究传统新闻媒体微信公众号的发展现状、传统新闻媒体微信公众号存在的问题,提出传统新闻媒体微信公众号未来发展的思考和建议。本文的主要研究内容有:第一部分,绪论。介绍选题的研究背景、研究意义、研究现状、研究方法、研究思路、主要创新点及界定核心概念。第二部分,传统新闻媒体开通微信公众号的必要性。探索传统新闻媒体面临的挑战和社会化媒体为传统新闻媒体带来的机遇指出开通微信公众号的必要性。第三部分,传统新闻媒体微信公众号的发展现状。分析当前传统新闻媒体微信公众号的开通情况、影响力情况、受众人数情况、内容质量发展情况等。第四部分,传统新闻媒体微信公众号存在的主要问题。通过对第三部分发展现状的研究探析传统新闻媒体微信公众号面临的种种困境和难题。第五部分,传统新闻媒体微信公众号未来发展的思考和建议。从内容、关系、受众、服务等方面为传统新闻媒体微信公众号的发展建言献策。
[Abstract]:Canadian communicator McLuhan said: "Media is information, the media is the basic driving force of social development, but also the symbol of distinguishing different forms of society." The birth of each new medium opens up new ways of social life and social behavior. Nowadays, with the progress and innovation of communication technology, the new media, represented by mobile media, is profoundly changing people's way of production, life and thinking, and the cause of modern communication has undergone subversive changes. The competition between traditional media and new media is becoming more and more intense, and media fusion becomes the trend of the times. In the process of media convergence, traditional media can realize the real media fusion only when they are aware of the great influence of social media. Among the many forms of social media, WeChat is one of the most promising mobile social media tools. Traditional media should open their arms to the marriage of WeChat platform and use WeChat public platform to launch news communication activities to promote the development of media integration. This article starts from the media fusion theory, synthesizes uses and satisfies the theory, the audience theory, the interactive communication theory and so on UGC production pattern and so on news dissemination theory as the theoretical research foundation, uses the literature analysis method, the case analysis method, the comparison analysis method, Text analysis and other research methods analyze the opportunities and challenges faced by traditional news media, the necessity of opening the WeChat public number, explore the current situation of the development of the traditional news media WeChat public number, and the problems existing in the traditional news media WeChat public number. Put forward the traditional news media WeChat public number in the future development of thinking and suggestions. The main contents of this paper are as follows: the first part, introduction. This paper introduces the research background, research significance, research status, research methods, research ideas, main innovation points and defining core concepts. The second part, the necessity that traditional news media opens WeChat public name. This paper explores the challenges faced by traditional news media and the opportunities that social media bring to traditional news media and points out the necessity of opening WeChat public name. The third part, the traditional news media WeChat public number's development present situation. This paper analyzes the opening situation, influence situation, audience number and content quality development of traditional news media WeChat. The fourth part, the main problems of the traditional news media WeChat public number. Through the third part of the development of the status quo to explore the traditional news media WeChat public faces various difficulties and difficulties. The fifth part, the traditional news media WeChat public number future development thought and suggestion. From the content, relationship, audience, service and other aspects for the traditional news media WeChat public name development advice.
【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

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