【摘要】：黨報(bào)作為中國主流的紙質(zhì)媒體,從官方背景、公信力、權(quán)威性、影響力等方面來講,是一些外企、公益性組織、大型國企的選擇,尤其是各級(jí)政府。當(dāng)媒體面臨市場(chǎng)化競爭時(shí),媒介經(jīng)營不單只是靠發(fā)行,更指向廣告盈利,地方政府借助黨報(bào)平臺(tái)發(fā)布形象廣告也成為黨報(bào)經(jīng)營的一個(gè)重要方面。形象廣告雖然曾經(jīng)被取消刊登,然而翻開各類黨報(bào),形象廣告的影子依然顯現(xiàn),并且以更多更隱蔽的方式出現(xiàn)。作為國內(nèi)最大的黨報(bào)《人民日?qǐng)?bào)》來講,其面向全國,廣告經(jīng)營輻射的范圍也很大,對(duì)它的研究具有較典型的意義。本文以《人民日?qǐng)?bào)》為例,選取重大新聞事件發(fā)生期間的政府形象廣告作為研究對(duì)象,從報(bào)紙版面資源與地方形象廣告之間的關(guān)系,分析形象廣告屢禁不止的原因,黨報(bào)形象廣告背后的發(fā)展趨勢(shì),以及分析廣告本身的特點(diǎn),來看政府形象宣傳的傳播架構(gòu)。透過這些,發(fā)現(xiàn)黨報(bào)版面資源配置與政府形象廣告間存在政治、經(jīng)濟(jì)與新聞規(guī)律之間的博弈,黨報(bào)經(jīng)營應(yīng)尋求新聞本位與贏利方式的平衡點(diǎn),不僅要兼顧政治影響、經(jīng)濟(jì)贏利,更要以新聞規(guī)律為最根本出發(fā)點(diǎn)。
[Abstract]:As the mainstream paper media in China, the Party newspaper is the choice of some foreign enterprises, public welfare organizations, large state-owned enterprises, especially governments at all levels, from the official background, credibility, authority, influence and other aspects. When the media is facing the market competition, the media management not only depends on the distribution, but also points to the advertisement profit. The local government publishes the image advertisement with the party newspaper platform also becomes an important aspect of the party newspaper management. Although the image advertisement was once cancelled, but opened all kinds of party newspaper, the image advertisement shadow still appeared, and appeared in more and more concealed way. As the largest party newspaper in China, People's Daily is facing the whole country, and the scope of advertising management radiation is also very large, so the research on it is of typical significance. This article takes People's Daily as an example, selects the government image advertisement during the major news event as the research object, from the newspaper layout resources and the local image advertisement relations, analyzes the image advertisement repeatedly the reason which the prohibition does not stop, The development trend behind the party newspaper image advertisement, as well as the analysis of the characteristics of the advertisement itself, the communication structure of the government image propaganda. Through these, it is found that there is a game between politics, economy and news law between layout resource allocation of party newspaper and advertisement of government image. Party newspaper management should seek the balance point between news standard and profit way, not only to give consideration to the political influence, but also to make economic profit. We should take the law of news as the most fundamental starting point.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G213;F713.8

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本文編號(hào)：2273091