地市级都市类报纸小记者项目研究
发布时间：2018-11-06 10:07
【摘要】：近年来,纸媒竞相推出小记者项目,尤以地市级都市类报纸居多。多家报社围绕小记者做文章,以小记者活动为纽带,通过线上、线下的配合,在引导青少年学习、成长,提高素质教育、培养媒介素养的同时,以活动营销模式撬动媒体融合,实现报社的发行与经营目标。有些都市报已经使小记者项目成为了媒体融合背景下的新产品,为报社经营创收作出了不少贡献,同时也存在管理不完善、维护不到位等通病,这些都是亟需解决的问题。本文通过资料分析法、文献研究法和人物访谈法,重点研究《常州晚报》、《南湖晚报》、《舟山晚报》和《湘潭晚报》这四家都市报小记者项目的发展现状,以实例论证小记者项目在媒体融合背景下与都市类报纸传播效果、传播影响力之间的联系与意义,并对小记者项目引发的媒体转型进行深入探讨。分析地市级都市类报纸如何借助小记者项目结合自身优势重新定位,打开市场,深化“报纸参与教育(NIE)”工程,建立和稳固读者群,并以活动营销的全新模式成功实现媒体转型,希望能够从中找出突破小记者项目困境、瓶颈,最后给出一些建议和措施。
[Abstract]:In recent years, the paper media competition to launch a small reporter project, especially the city-level city-type newspapers in the majority. Many newspapers make articles around small reporters, using the activities of small reporters as a link, through online and offline cooperation, to guide young people to learn, grow, improve quality education and cultivate media literacy, and at the same time leverage media integration with the activity marketing model. To achieve the issue and business objectives of the newspaper. Some city newspapers have made the small reporter project a new product under the background of media integration, which has made a lot of contributions to the newspaper's operation and income generation. At the same time, there are also some common problems, such as imperfect management and inadequate maintenance. These are all problems that need to be solved urgently. Through the methods of data analysis, literature research and character interview, this paper focuses on the development of the projects of "Changzhou Evening News", "Nanhu Evening News", "Zhoushan Evening News" and "Xiangtan Evening News". This paper demonstrates the connection and significance between the small journalist project and the urban newspaper in the context of media integration, and discusses the media transformation caused by the small reporter project. This paper analyzes how to reposition the city newspaper with its own advantages, open up the market, deepen the project of "newspaper participating in the education of (NIE)", and establish and stabilize the readership. And successfully realize the media transformation with the brand new mode of activity marketing, hoping to find out how to break through the plight and bottleneck of the small journalist project, and finally give some suggestions and measures.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.2
本文编号：2313970
[Abstract]:In recent years, the paper media competition to launch a small reporter project, especially the city-level city-type newspapers in the majority. Many newspapers make articles around small reporters, using the activities of small reporters as a link, through online and offline cooperation, to guide young people to learn, grow, improve quality education and cultivate media literacy, and at the same time leverage media integration with the activity marketing model. To achieve the issue and business objectives of the newspaper. Some city newspapers have made the small reporter project a new product under the background of media integration, which has made a lot of contributions to the newspaper's operation and income generation. At the same time, there are also some common problems, such as imperfect management and inadequate maintenance. These are all problems that need to be solved urgently. Through the methods of data analysis, literature research and character interview, this paper focuses on the development of the projects of "Changzhou Evening News", "Nanhu Evening News", "Zhoushan Evening News" and "Xiangtan Evening News". This paper demonstrates the connection and significance between the small journalist project and the urban newspaper in the context of media integration, and discusses the media transformation caused by the small reporter project. This paper analyzes how to reposition the city newspaper with its own advantages, open up the market, deepen the project of "newspaper participating in the education of (NIE)", and establish and stabilize the readership. And successfully realize the media transformation with the brand new mode of activity marketing, hoping to find out how to break through the plight and bottleneck of the small journalist project, and finally give some suggestions and measures.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G219.2
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