央视新闻新媒体移动直播策略分析

发布时间：2018-06-29 05:49

本文选题：央视新闻新媒体 + 移动直播　；参考：《河北大学》2017年硕士论文

【摘要】：互联网技术的变革推进了移动直播的发展,移动直播这种新型报道方式不断被新闻媒体发掘并使用。媒体如何更好地利用自身传播优势,在这股直播热潮的推动下加快推进融合发展,也成为业界和学界亟待解决的问题。中央电视台作为中国重要的新闻舆论机构、重要的思想文化阵地,在新媒体融合发展部署中的一举一动会备受关注。央视新闻新媒体充分利用央视的传播优势和优厚资源,加快媒体融合进程。2017年2月19日,央视新闻新媒体的融媒体平台“央视新闻移动网”正式上线,提出“移动优先”,以直播打造核心竞争力的战略。新生事物往往有着光明的前景同时伴有诸多待改进的地方,而目前学界和业界缺少对其移动直播策略具体的剖析,因此对其运行策略是否最优化的具体分析势在必行。笔者利用自己在中央电视台新闻中心实习的机会,多次与中央电视台新闻中心新媒体新闻部的相关记者沟通,实地调查访问收集资料。本文拟对央视新闻新媒体移动直播策略进行研究,在对现行策略的深度分析和与其他直播形态比较中发现其现行策略的可行性,总结规律与不足。在对策略的具体讨论中,一方面通过资料收集法和内容分析法,对央视新闻新媒体移动直播节目的选题进行量化分析,对央视新闻新媒体移动直播节目的技术表现形式进行详细论述;另一方面运用对比分析法,将其与电视直播、其他新闻媒体移动直播和秀场类移动直播进行对比,肯定其在直播节目内容、先进技术、互动环节等方面比较突出的优势,同时也发现央视新闻新媒体移动直播发布的页面设置实用性较低,在提出优化改进措施时给出了参考方案。通过对央视新闻新媒体移动直播现行策略的分析,不单单是为“央视新闻”这一个新媒体机构的移动直播运行策略建言献策,更是为新闻移动直播市场提供具体的个案研究,以小见大。在对个案的探讨基础上,引起业界和学界对这种新兴报道方式的关注和重视,让这一崭新的网络业态不仅能立足于当下,更能赢在未来。
[Abstract]:The revolution of Internet technology has promoted the development of mobile live broadcast, which is a new type of reporting method that has been continuously explored and used by news media. How to make better use of their own communication advantages and speed up the development of integration under the impetus of this upsurge of live broadcasting has become an urgent problem to be solved by the industry and academic circles. CCTV, as an important news and public opinion organization in China and an important ideological and cultural position, will pay close attention to every move in the development and deployment of new media integration. New news media of CCTV make full use of the advantages and generous resources of CCTV to speed up the process of media integration. On February 19, 2017, CCTV News Mobile Network, the new news media fusion platform of CCTV News, was officially launched and put forward "Mobile priority," Live broadcast to build the core competitiveness of the strategy. New things often have bright prospects and many areas to be improved, but the current academic and industry lack of specific analysis of its mobile direct broadcast strategy, so it is imperative to analyze the optimization of its operational strategy. The author made use of his internship in the news center of CCTV to communicate with the reporters of the news center of CCTV for many times, and to investigate and collect the information on the spot. This paper intends to study the mobile direct broadcast strategy of CCTV news new media, and find out the feasibility of the current strategy and summarize the law and deficiency in the analysis of the current strategy and the comparison with other direct broadcast modes. In the specific discussion of the strategy, on the one hand, through the method of data collection and content analysis, quantitative analysis is carried out on the topic of CCTV news new media mobile live broadcast program. On the other hand, it uses comparative analysis to compare it with TV broadcast, other news media mobile live broadcast and show mobile live broadcast. Affirming its outstanding advantages in the aspects of live broadcast program content, advanced technology, interactive links, etc. At the same time, it also found that the page set up by CCTV news new media mobile live broadcast is relatively low practicability. The reference scheme is given when the optimization and improvement measures are put forward. Through the analysis of the current strategy of CCTV news new media mobile direct broadcast, it is not only to provide advice for the mobile broadcast operation strategy of CCTV News, but also to provide a specific case study for the news mobile direct broadcast market. the child is father of the man On the basis of the case study, the industry and academic circles pay attention to this new way of reporting, so that this new network format can not only be based on the present, but also win in the future.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222

【参考文献】