微信公众号“侠客岛”内容特色研究

发布时间：2018-10-17 20:22

【摘要】：互联网时代,信息传播方式、大众生活方式不断改变。对于传统媒体来说,加快转型与新媒体融合已是势在必行。作为内容输出主阵地的微信公众号,凭借低门槛、小成本、强交互等特点,加之庞大的用户群体(截止2016年9月,微信平均日登录用户量突破7亿大关),成为继微博、客户端之后传统媒体转型、探索媒介融合的重要渠道,也是争夺话语权的舆论场。在这一背景下,传统媒体纷纷试水微信公众号,扩大影响力,抢占舆论新阵地。《人民日报》海外版作为传统媒体和党媒,一直致力于向新媒体转型和媒体融合的发展。其旗下2014年2月诞生的微信公众号“侠客岛”经过3年的探索,在一众时政微信号中脱颖而出,成为传统媒体向新媒体转型的典范。在信息过载、同质化严重的问题下,导致用户不断追求更有价值的信息,优质的内容越来越成为微信公众号立于不败之地的法宝。“内容为王”的准则,依旧没有过时,也不会被新平台新技术所取代。“侠客岛”充分发挥传统媒体人的优势,深耕时政领域,一改时政新闻晦涩难懂、表达程序化等问题,凭借优质的内容吸引了众多用户,发展态势良好,在抢占互联网舆论阵地中扮演了重要角色。本文主要从选题、理念、语言、呈现方式等方面对“侠客岛”的内容进行了分析研究,并总结了其特色,以期为其他时政类微信公众号乃至传统媒体转型提供经验、借鉴。
[Abstract]:In the Internet era, the way of information dissemination and the way of life of the masses are constantly changing. For traditional media, it is imperative to accelerate the integration of new media and transformation. As the main position of content output, WeChat public number, with the characteristics of low threshold, small cost, strong interaction and large user group (as of September 2016, the average daily login number of WeChat exceeded 700 million mark), became Weibo's successor. After the client, the traditional media transformation, exploring the important channel of media integration, is also the field of public opinion for the right to speak. Under this background, the traditional media try the WeChat public name one after another, expand its influence and seize the new position of public opinion. As the traditional media and the party medium, the overseas version of < People's Daily > has been committed to the development of the transformation and integration of the new media. After three years of exploration, WeChat Public's WeChat Island, which was born in February 2014, stands out from the crowd of political microsignals and serves as a model for the transition from traditional media to new media. Under the serious problem of information overload and homogeneity, the users are constantly pursuing more valuable information, and the high-quality content is becoming the magic weapon of WeChat public name in an invincible position. The "content is king" rule, still not out of date, will not be replaced by new platforms and technologies. "Chivalry Island" has brought into full play the advantages of traditional media people, ploughed deep into the field of current politics, changed the current political news to be obscure and difficult to understand, expressed problems such as procedure, and so on, with the help of high-quality content, it has attracted a large number of users and developed in a good situation. It plays an important role in seizing the position of public opinion on the Internet. This paper mainly analyzes and studies the content of "chivalrous island" from the aspects of topic selection, idea, language, presentation and so on, and summarizes its characteristics, in order to provide experience and reference for the transformation of other WeChat public numbers and even 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】：G206

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