本文選題：微信公眾平臺 + 人民日報�。� 參考：《華中師范大學》2016年碩士論文

【摘要】：本文沿著查閱文獻——確定方案——實際調(diào)查——綜合分析——找出問題——提出方案——得出結(jié)論的研究思路來進行研究。先是以《人民日報》微信公眾平臺為研究對象,通過文獻研究法、內(nèi)容分析法,找出《人民日報》利用微信公眾平臺進行傳播的特點和優(yōu)勢,進而以這些傳播特色為突破口,從各自方面探索其對《人民日報》紙媒所產(chǎn)生的影響與改變,最終發(fā)現(xiàn)紙媒利用微信進行傳播的有效途徑。本文的結(jié)論如下：第一,《人民日報》微信公眾平臺還沒有形成成熟的運營制度,在推送方式、推送時間、安全性能等方面上還稍顯稚嫩。第二,在全媒體時代,《人民日報》微信公眾平臺的發(fā)展,需要借助媒介融合策略,一方面借助傳統(tǒng)紙媒在媒介內(nèi)容生產(chǎn)與經(jīng)營管理方面的優(yōu)勢,另一方面則要充分發(fā)揮新媒體在傳播技術(shù)與傳播渠道方面的優(yōu)勢。通過優(yōu)勢互補,實現(xiàn)傳播資源的整合。第三,微信平臺對于《人民日報》紙媒具有提高品牌形象、滿足受眾閱讀新聞信息需求、擴大媒體影響力的價值。比如信息推送效率高、內(nèi)容兼具碎片化與完整性、微信用戶多年輕化、傳播與互動性強等,《人民日報》微信公眾平臺就需要充分挖掘傳播價值、借助微信媒介特性、利用傳統(tǒng)紙媒優(yōu)勢資源實施相應策略,擴大傳播范圍和影響力。本文以《人民日報》為例,通過分析微信對傳統(tǒng)紙媒的影響,找到傳統(tǒng)媒體利用微信公眾平臺進行傳播的切入點,在此后的傳播實踐中充分遵循這種發(fā)展趨勢和特點,為紙媒?jīng)Q策層提供有效參考,以便使傳統(tǒng)紙媒更好的在競爭中獲勝。同時,也為微信與紙媒理論研究提供新的支撐點。以往的相關(guān)研究大多數(shù)從營銷的角度對微信公眾平臺進行研究,研究比較分散,沒有進行系統(tǒng)性的分析。本文從傳播學理論視角出發(fā),并融合了編輯出版學、設計學理論從多方面,對微信公眾平臺傳播對《人民日報》的影響與改變進行分析,具有創(chuàng)新性。
[Abstract]:This article along the literature -- the determination of scheme to find out the actual investigation, comprehensive analysis problems and put forward research ideas: the conclusion of the program for research. First is to "people's Daily" WeChat public platform as the research object, through the literature research method, content analysis method, find out the "people's Daily" by WeChat public platform features and the advantage of communication, and with these propagation characteristics as the breakthrough point, to explore the influence of "people's Daily > and change from their respective media, finally found an effective way to use WeChat media to spread. The conclusions of this paper are as follows: first, the people's daily < > WeChat public platform has not formed a mature operating system in the way, push, push time, safety performance and so on also slightly tender. Second, in all media era, people's daily < > WeChat public platform development needs With the strategy of media convergence, by means of traditional media production in media content and management advantages on the one hand, on the other hand, we should give full play to the advantage in the channel technology and spread of new media. Through the complementary advantages, to achieve the integration of media resources. Third, the WeChat platform has improved brand image for the "people's Daily" newspaper read the news, meet the audience information needs, expand the influence of the media value. For example, information push content with high efficiency, fragmentation and integrity, WeChat users for many years of light, transmission and strong interaction, "people's Daily > WeChat public platform will need to fully tap the value of communication, with WeChat media properties, using the traditional media the advantages of resources to implement the corresponding strategy, expand the scope of the spread and influence. Based on the" people's Daily "as an example, by analyzing the impact of WeChat of traditional media, traditional media to find The starting point for the dissemination of the use of WeChat public platform, in the practice of communication after fully follow the development trend and characteristics, provide effective reference for quick decision-making, so that the traditional media is better to win in the competition. At the same time, but also for the study of WeChat and media to provide theoretical support. Most of the previous studies from the marketing point of WeChat public platform to study, study more scattered, not systematic analysis. This article from the communication theory perspective, and the integration of editing and publishing, design theory from many aspects, analysis of WeChat public platform to spread of "people's Daily" influence and change, innovative.

【學位授予單位】：華中師范大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：G219.2;G206

【參考文獻】

相關(guān)期刊論文 前1條

1 王歡;祝陽;;人際溝通視閾下的微信傳播解讀[J];現(xiàn)代情報;2013年07期

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本文編號：1768821