《河北日报》微信公众号研究
发布时间：2018-09-03 19:30
【摘要】：技术的不断发展推动着媒介的进步,人类在经历了口语传播时代、文字传播时代、印刷传播时代之后,正式进入了数字化传播时代。新的媒介的产生不仅对人们的生产方式带来巨大影响,还影响了新闻的生产方式变革。传统的受传关系正在发生改变,受众不再是被动的信息接收者,而是逐渐有了话语权和参与权,这都依赖于新媒体的迅速发展。面对新媒体如火如荼的发展势头,传统媒体纷纷试水新媒体,走上融合发展的道路。微信的发展势头有目共睹,在上线短短几年内用户数呈几何增长。微信公众号功能的上线提供了一个新的传播领域,吸引了众多媒体、企业和个人开通公众号,这其中就包括河北日报官方微信公众号。微信公众号的产生对于作为传统党媒的河北日报来说,既是机遇也是挑战,新媒体的运作不同于传统媒体,如何将公众号运营的具有特色、用户爱看、亲近用户,并不是一件容易的事。因此运用文献分析研究法、个案研究分析法、内容分析法、比较分析法等方法对河北日报官方微信进行研究,得出以下结论:首先,对河北日报的发展概况进行分析,得出栏目设置上注重服务用户,在推送时段以及频率上较为单一,页面风格简洁大方等结论,同时又具有自身优势,包括依托河北日报报业集团强大的资源优势、功能齐全,符合用户使用习惯等;其次,通过对内容来源、主要议题、传播形式、事件属性四个维度对河北日报微信公众号进行内容分析,并总结其传播特征和传播技巧,包括内容定位从用户需求出发、内容向意见转变以及语言风格亲切幽默等;最后,选取国内几家省级党报微信公众号进行对比研究,从不同视角分析河北日报微信公众号的优劣得失,总结其存在的问题,同时笔者提出以下策略:发挥党媒优势,树立基于用户视角的品牌栏目、重视维护受传关系,传播主流价值观、加大宣传推广力度,增强网络粘性、关注热点事件,彰显人文关怀、总结其他公众号运营规律,探索适合的盈利模式等。本文通过对河北日报微信发展的研究,试图寻求更好借力微信发展的方法,扩大其在新媒体领域的影响力,同时期待能够为其他传统媒体的发展产生借鉴作用。
[Abstract]:The continuous development of technology promotes the progress of media. After experiencing the times of oral communication, text communication and printing communication, human beings have entered the digital communication era. The emergence of new media not only has a great impact on people's mode of production, but also affects the change of news mode of production. The traditional transmission relationship is changing, the audience is no longer a passive receiver of information, but gradually has the right to speak and participate, which depends on the rapid development of new media. In the face of the development momentum of new media, traditional media try new media one after another and embark on the road of integration and development. WeChat's development momentum is obvious to all, in a few short years on line, the number of users is geometric growth. The launch of WeChat's public number feature has provided a new area of communication, attracting media and companies and individuals, including Hebei Daily's official WeChat public number. The emergence of the WeChat public number is both an opportunity and a challenge for Hebei Daily, which is the traditional party medium. The operation of the new media is different from that of the traditional media. How to operate the public number has its own characteristics, and the users love to see and get close to the users. It is not an easy task. Therefore, using the methods of literature analysis, case study, content analysis, comparative analysis and so on, this paper studies the official WeChat of Hebei Daily and draws the following conclusions: firstly, the development of Hebei Daily is analyzed. We can draw the conclusion that column setting pays attention to serving users, pushing time and frequency is relatively single, the page style is simple and generous, and so on. At the same time, it has its own advantages, including relying on the powerful resource advantage of Hebei Daily newspaper Group, and having complete functions. Secondly, through the content source, the main topic, the communication form, the event attribute four dimensions carries on the content analysis to the Hebei Daily WeChat public number, and summarizes its dissemination characteristic and the dissemination skill. Including content orientation from the user's needs, content to opinion change and language style, etc. Finally, selected several provincial party WeChat public number for comparative study. This paper analyzes the merits and demerits of Hebei Daily WeChat Public number from different angles, summarizes its existing problems, and puts forward the following strategies: give play to the advantages of the Party's media, set up a brand column based on the user's perspective, and attach importance to the maintenance of the received relationship. Propagate mainstream values, strengthen propaganda and promotion, strengthen network stickiness, pay attention to hot issues, highlight humanistic concern, sum up other rules of operation of public number, explore suitable profit model, etc. Based on the research on the development of WeChat in Hebei Daily, this paper tries to find a better way to develop WeChat and expand its influence in the field of new media. At the same time, I hope it can be used for reference for the development of other traditional media.
【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】：G210.7
本文编号：2220953
[Abstract]:The continuous development of technology promotes the progress of media. After experiencing the times of oral communication, text communication and printing communication, human beings have entered the digital communication era. The emergence of new media not only has a great impact on people's mode of production, but also affects the change of news mode of production. The traditional transmission relationship is changing, the audience is no longer a passive receiver of information, but gradually has the right to speak and participate, which depends on the rapid development of new media. In the face of the development momentum of new media, traditional media try new media one after another and embark on the road of integration and development. WeChat's development momentum is obvious to all, in a few short years on line, the number of users is geometric growth. The launch of WeChat's public number feature has provided a new area of communication, attracting media and companies and individuals, including Hebei Daily's official WeChat public number. The emergence of the WeChat public number is both an opportunity and a challenge for Hebei Daily, which is the traditional party medium. The operation of the new media is different from that of the traditional media. How to operate the public number has its own characteristics, and the users love to see and get close to the users. It is not an easy task. Therefore, using the methods of literature analysis, case study, content analysis, comparative analysis and so on, this paper studies the official WeChat of Hebei Daily and draws the following conclusions: firstly, the development of Hebei Daily is analyzed. We can draw the conclusion that column setting pays attention to serving users, pushing time and frequency is relatively single, the page style is simple and generous, and so on. At the same time, it has its own advantages, including relying on the powerful resource advantage of Hebei Daily newspaper Group, and having complete functions. Secondly, through the content source, the main topic, the communication form, the event attribute four dimensions carries on the content analysis to the Hebei Daily WeChat public number, and summarizes its dissemination characteristic and the dissemination skill. Including content orientation from the user's needs, content to opinion change and language style, etc. Finally, selected several provincial party WeChat public number for comparative study. This paper analyzes the merits and demerits of Hebei Daily WeChat Public number from different angles, summarizes its existing problems, and puts forward the following strategies: give play to the advantages of the Party's media, set up a brand column based on the user's perspective, and attach importance to the maintenance of the received relationship. Propagate mainstream values, strengthen propaganda and promotion, strengthen network stickiness, pay attention to hot issues, highlight humanistic concern, sum up other rules of operation of public number, explore suitable profit model, etc. Based on the research on the development of WeChat in Hebei Daily, this paper tries to find a better way to develop WeChat and expand its influence in the field of new media. At the same time, I hope it can be used for reference for the development of other traditional media.
【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】：G210.7
【参考文献】
相关期刊论文 前10条
1 孟庆飞;;《河北经济日报》微信公众号的运营策略研究[J];新闻研究导刊;2016年17期
2 宋梅;;关于传统媒体微信公众号编辑与运营策略分析[J];科技传播;2016年14期
3 李浩;;高校微信公众平台传播实效性分析与对策研究——基于“议程设置”的理论视角[J];东南传播;2016年07期
4 李琳;;传统媒体微信公众号如何脱颖而出——以《彭城晚报》微信公众号运营为例[J];传媒观察;2016年05期
5 张保文;;运用“互联网思维”推进传统报业的融合发展——以河北日报报业集团为例[J];传媒;2016年09期
6 周玉兰;;微信公众号的传播特征及问题对策探析——以传统广电媒体微信公众号为例[J];中国出版;2016年03期
7 唐佳丽;;“议程设置”理论下校园微信公众号的传播策略[J];知识文库;2016年02期
8 崔青野;孙云宽;;浅谈传统媒体的微信公众号[J];新闻研究导刊;2015年19期
9 黄楚新;王丹;;微信公众号的现状、类型及发展趋势[J];新闻与写作;2015年07期
10 曹福军;李建春;刘洁;;融合发展亟需处理好四个“辩证关系”——对河北日报报业集团融合发展初步实践的样本分析[J];采写编;2015年01期
相关硕士学位论文 前3条
1 于晓鸥;《人民日报》微信公众号研究[D];辽宁大学;2015年
2 李强;扬州网微信公众号运营现状与发展研究[D];扬州大学;2015年
3 刘洋洋;论《广西日报》官方微信的发展对策[D];广西民族大学;2015年
，本文编号：2220953
本文链接：https://www.wllwen.com/xinwenchuanbolunwen/2220953.html
