【摘要】： 中國當(dāng)代社會的改革開放和信息技術(shù)的高速發(fā)展,促成了傳媒業(yè)空前繁榮的局面。書籍、報刊、廣播、電視、網(wǎng)絡(luò)傳播的多樣化,帶來了與全球化傳播同步前進(jìn)的新時代。中國大陸生活類周報刊是順應(yīng)了歷史的潮流而于近二十余年中飛速發(fā)展的一種紙質(zhì)媒體,在現(xiàn)代生活中發(fā)揮了積極的傳播功能。 本文依據(jù)傳播學(xué)理論及媒體管理學(xué)理論,對生活類周報刊辦報理念、媒體定位和管理運(yùn)作等諸多方面進(jìn)行了分析,總結(jié)了生活類周報刊有別于傳統(tǒng)媒體尤其是紙質(zhì)媒體的獨特性和缺失性。文章以我國大陸目前有較大影響的多份周報刊為實例,同時比照了香港及國外的同類媒體近況,對我國大陸生活類周報刊的發(fā)展過程進(jìn)行了梳理,從回顧其歷史流變、觀照其當(dāng)下布局著手,指出了我國大陸生活類周報刊與傳統(tǒng)媒體相比,雖然具有專門化、市場化、服務(wù)性能強(qiáng)等諸多優(yōu)勢,同時也因其新聞報道的滯后、媒體介入性弱、同業(yè)間的惡性競爭等問題的存在,面臨了格外嚴(yán)峻的市場風(fēng)險。 文章認(rèn)為：我國自改革開放以來,物質(zhì)的極大豐富、科技的長足發(fā)展、多元文化的布局、以及市場經(jīng)濟(jì)日趨發(fā)達(dá)完善的環(huán)境、大眾閱讀群體對生活服務(wù)訊息的旺盛需求,是生活類周報刊得以發(fā)展的社會基礎(chǔ),因此,這一方興未艾的紙質(zhì)媒體,有著可供挖掘的巨大潛力及廣闊的發(fā)展前景。文章在研究了生活類周報刊發(fā)展的外部環(huán)境和內(nèi)部條件之后,認(rèn)為外部形態(tài)的合理設(shè)計、內(nèi)容特質(zhì)的鮮明確立、營銷手段的靈活使用、財務(wù)經(jīng)濟(jì)的科學(xué)管理,是生活類周報刊發(fā)展過程中的重要環(huán)節(jié),并從人才資源、資金資源和機(jī)制建構(gòu)等多方面,設(shè)計了我國大陸生活類周報刊發(fā)展的合理途徑。文章還展望了我國大陸生活類周報刊未來的發(fā)展前景。
[Abstract]:China's reform and opening-up and the rapid development of information technology have contributed to the unprecedented prosperity of the media industry. The diversification of books, newspapers, radio, television and network has brought about a new era of globalization. The weekly newspapers and periodicals of life in mainland China are a kind of paper media which has been developing rapidly in the past twenty years in accordance with the trend of history and has played an active role in modern life. Based on the theory of communication and the theory of media management, this paper analyzes the concept of weekly newspapers and periodicals, the orientation and management of media, and so on. This paper summarizes the uniqueness and absence of the weekly newspapers and periodicals, which are different from the traditional media, especially the paper media. Taking several weekly newspapers and periodicals in mainland China as an example, and comparing the recent situation of similar media in Hong Kong and abroad, this paper combs the development process of weekly newspapers and periodicals in mainland China, and reviews its historical evolution. According to its present layout, it points out that compared with the traditional media, the weekly newspapers and periodicals in mainland China have many advantages, such as specialization, marketization, strong service performance, and so on. At the same time, because of the lag of their news reports, the media interposition is weak. The existence of vicious competition among the same industry, faced with particularly severe market risks. The article holds that since the reform and opening up in China, the material is greatly enriched, the rapid development of science and technology, the layout of multiculturalism, and the increasingly developed and perfect environment of the market economy, and the vigorous demand of the mass reading community for life service information. It is the social foundation for the development of weekly newspapers and periodicals of life. Therefore, the paper media, which is in the ascendant, has great potential and broad development prospect to be excavated. After studying the external environment and internal conditions of the development of weekly newspapers and periodicals, the paper thinks that the rational design of external forms, the distinctive establishment of content characteristics, the flexible use of marketing means, the scientific management of financial and economic, It is an important link in the process of the development of weekly newspapers and periodicals of life. From the aspects of human resources, capital resources and mechanism construction, this paper designs a reasonable way for the development of weekly newspapers and periodicals of life in mainland China. The article also looks forward to the future development of weekly newspapers and periodicals in mainland China.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2010
【分類號】：G239.2-F

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