本文關(guān)鍵詞： 新媒體語(yǔ)境 突發(fā)事件 媒介融合 輿情策略　出處：《曲阜師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在新媒體浪潮的襲擊下,傳統(tǒng)媒體受到的沖擊不言而喻。媒介生態(tài)環(huán)境出現(xiàn)巨大的變化,傳統(tǒng)媒體的壟斷地位被打破,受眾要求掌握更大的話語(yǔ)空間。在這樣的社會(huì)背景下,為了更穩(wěn)地立足于激烈的傳媒競(jìng)爭(zhēng),作為王牌的傳統(tǒng)媒體開(kāi)始做出了相應(yīng)的變革以應(yīng)對(duì)日益復(fù)雜、激烈的競(jìng)爭(zhēng)。本文以新媒體語(yǔ)境為背景,分析了新媒體帶來(lái)的新的媒介環(huán)境,傳統(tǒng)媒體與新媒體的碰撞、整合趨勢(shì),新媒體語(yǔ)境對(duì)傳統(tǒng)媒體針對(duì)突發(fā)事件報(bào)道外在和內(nèi)在的影響等。本文第一章主要介紹了針對(duì)突發(fā)事件傳統(tǒng)媒體報(bào)道的研究的意義、研究現(xiàn)狀、研究創(chuàng)新點(diǎn)等。第二章從新媒體時(shí)代的語(yǔ)境特征、新媒體對(duì)媒介環(huán)境的影響以及媒介融合時(shí)代的到來(lái)三個(gè)方面入手,介紹了新媒體與媒介融合時(shí)代的大環(huán)境。第三章主要探析突發(fā)事件的傳統(tǒng)報(bào)道模式,提出問(wèn)題。從傳統(tǒng)的媒體報(bào)道模式中歸納總結(jié),得出傳統(tǒng)報(bào)道的局限性:信息來(lái)源單一、受眾群體流失、脫離實(shí)際輿情、選擇性信息報(bào)道、信息發(fā)布的過(guò)度掩飾以及忽視“新媒體”力量。在第三章討論傳統(tǒng)媒體和傳統(tǒng)觀念對(duì)突發(fā)事件報(bào)道的局限和問(wèn)題的基礎(chǔ)上,第四章則重點(diǎn)是分析如何在新媒體語(yǔ)境下開(kāi)展融合性的媒介報(bào)道和輿情應(yīng)對(duì),即充分利用新媒體和傳統(tǒng)媒體的結(jié)合,實(shí)現(xiàn)對(duì)突發(fā)事件報(bào)道的模式和觀念的全方位變革。本章節(jié)在報(bào)道理念、響應(yīng)機(jī)制、營(yíng)銷策略三方面入手,從生態(tài)學(xué)以及經(jīng)濟(jì)學(xué)角度出發(fā),歸納總結(jié)出不同于既有文獻(xiàn)資料的新觀點(diǎn)。隨后,第五章將對(duì)輿情策略進(jìn)行升華,提出突發(fā)事件的媒介融合報(bào)道設(shè)計(jì),重點(diǎn)闡述如何基于新媒體語(yǔ)境開(kāi)展媒介融合的報(bào)道問(wèn)題,并將2014年代表性突發(fā)事件融入媒介融合報(bào)道模式進(jìn)行分析,以期達(dá)到更好的傳播效果。
[Abstract]:Under the attack of the new media wave, the impact on the traditional media is self-evident. The ecological environment of the media has changed greatly, and the monopoly position of the traditional media has been broken. In such a social background, in order to be more stable in the fierce media competition, the traditional media as a trump card began to make corresponding changes to cope with the increasing complexity. With the new media context as the background, this paper analyzes the new media environment, traditional media and new media collision, integration trend. The first chapter of this paper mainly introduces the significance and research status of traditional media reports on emergencies. The second chapter starts with three aspects: the context characteristics of the new media era, the influence of the new media on the media environment and the arrival of the era of media convergence. This paper introduces the environment of new media and media fusion era. Chapter three mainly analyzes the traditional reporting mode of unexpected events, puts forward the questions, and summarizes from the traditional media reporting mode. Draw the limitations of traditional reporting: single source of information, the loss of audience groups, divorced from the actual public opinion, selective information reporting. The excessive cover-up of information release and neglect of the power of "new media". The third chapter discusses the limitations and problems of traditional media and traditional concepts on emergency reporting. Chapter 4th focuses on how to develop integrated media reporting and public opinion in the context of new media, that is, to make full use of the combination of new media and traditional media. This chapter in the reporting concept, response mechanism, marketing strategy in three aspects, from the perspective of ecology and economics. Then, the 5th chapter will sublimate the strategy of public opinion and put forward the design of media fusion report of unexpected events. This paper focuses on how to carry out media integration based on the new media context, and analyzes how to integrate the representative emergencies of 2014 into the media fusion reporting mode in order to achieve better communication effect.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：D63;G206

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