广西媒体微信影响力及传播策略研究

发布时间：2018-12-10 06:53

【摘要】：媒体微信公众号是传统媒体与新媒体融合发展的产物,是媒体维持和扩大影响力、自觉为实现中华民族伟大复兴,中国梦显担当、做贡献的具体表现。本文以广西壮族自治区的媒体微信公众号为研究对象,运用文献分析法、案例分析法和对比分析法等研究方法,借助多方数据对广西区媒体微信影响力做量化评估,并结合区内媒体微信公众号的宏观环境分析,来对区内媒体微信公众号做综合性整体研究。本文研究的目的是为广西媒体做好微信传播,更好地完成新时期新闻传播任务,创造新闻报道新格局,提出可供参考的意见,对全国媒体融合发展提供一些有帮助作用的看法、意见。文中笔者重点分析了广西区内有代表性的六个媒体微信公众号2017年1月推送的1016条信息,这六个公众号为:南国早报(gx_ngzb)、柳州晚报(gxlzwb)、广西日报(gxrb2013)、南宁新闻网(nnnews2008)、广西电台交通1003(jt1003)和睛彩广西交通频道(gxjttv)。笔者通过文本分析发现广西媒体微信传播的特色和不足,并针对性的提出建设性意见,希望能够对业内的新闻传播有所帮助。最后,结合以上分析结果,笔者对区内媒体微信发展提出的传播对策有:首先是发挥母媒优势,点爆微信传播力;其次是加强团队建设,提高团队运营能力;最后是精准微信定位,挖掘盈利空间。当前,媒体微信公众号发展形势一片大好,投入人力、物力、财力做好微信公众号的传播,可以增强传统媒体的新媒体实力,也能帮助媒体微信公众号在日积月累的锤炼中形成自己的品牌特色;对媒体微信影响力的研究可以让媒体从业者清楚自身定位,不断改进自身传播的方式方法直到取得满意的传播效果,这便是本文的宗旨所在。
[Abstract]:Media WeChat Public name is the product of the integration and development of traditional media and new media. It is the concrete performance of media maintenance and expansion of influence and consciously to realize the great rejuvenation of the Chinese nation. This paper takes the public number of media WeChat in Guangxi Zhuang Autonomous region as the research object, uses the methods of literature analysis, case analysis and contrast analysis, and makes a quantitative evaluation of the influence of media WeChat in Guangxi by means of multi-party data. Combined with the macro environment analysis of WeChat public number, this paper makes a comprehensive research on WeChat public number. The purpose of this study is to do a good job of WeChat communication for Guangxi media, to better complete the task of news communication in the new period, to create a new pattern of news reporting, to put forward some suggestions for reference, and to provide some helpful views for the development of media integration in the whole country. Views The author focuses on the analysis of 1016 messages sent by the WeChat Public numbers, six representative media outlets in Guangxi, in January 2017. The six public numbers are: gx_ngzb, (gxlzwb), Guangxi Daily (gxrb2013), Nanning News Network (nnnews2008), Guangxi Radio 1003 (jt1003) and (gxjttv). Through text analysis, the author finds out the characteristics and shortcomings of WeChat communication in Guangxi, and puts forward some constructive suggestions, hoping to be helpful to the news dissemination in the industry. Finally, combined with the above analysis results, the author put forward the communication countermeasures to the development of WeChat in the region: first, to give full play to the advantages of the mother medium, and then to strengthen the team building and improve the team operation ability. Finally, accurate WeChat positioning, mining profit space. At present, the development situation of the WeChat public number is very good. By putting in manpower, material and financial resources to do a good job of spreading the WeChat public number, the new media strength of the traditional media can be enhanced. Also can help the media WeChat public number in the cumulative exercise to form their own brand characteristics; The research on the influence of media WeChat can make the media practitioners know their own position and constantly improve their own communication methods until they obtain satisfactory communication effect. This is the purpose of this paper.
【学位授予单位】：广西师范学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

【参考文献】