發(fā)布時間：2018-11-11 18:52

【摘要】：從歷史上看,我國報紙周末版的革新經(jīng)歷了興起、高潮和調(diào)整三個階段。現(xiàn)如今的報紙周末版市場陷入低潮,存在三個巨大的反差：一是國內(nèi)報紙周末版的蕭條與歐美星期天刊的繁榮形成的反差；二是報紙周末版的“薄”與工作日版的“厚”形成的反差；三是現(xiàn)在周末版的萎靡不振與上世紀(jì)90年代興盛局面形成的反差。 《星期柒新聞周刊》正是在周末版市場蕭條的背景下興起、發(fā)展起來的。2008年1月20日,《現(xiàn)代快報》進行改版,推出11個版面的《星期柒新聞周刊》；2009年2月8日,《星期柒新聞周刊》從《現(xiàn)代快報》獨立出來,成為相對獨立的品牌。 《現(xiàn)代快報》創(chuàng)辦《星期柒新聞周刊》,既是應(yīng)對南京報業(yè)市場同質(zhì)化競爭的重要舉措,也是革新報紙周末版的有益嘗試。作為報紙周末版的新形態(tài),《星期柒新聞周刊》采取了哪些不同以往周末版的革新措施?報紙周末版的未來又將如何發(fā)展?這些問題正是本文所關(guān)注和嘗試解決的。 本文首先回顧了我國報紙周末版的革新歷史,為后續(xù)的研究提供史實依據(jù)。然后分析了《星期柒新聞周刊》的革新特點,指出其存在的不足。最后,筆者從宏觀的視角,對周末版革新的原因進行了分析,對周末版革新的策略和目標(biāo)進行了較為深入的思考。 市場和功能的雙重缺失是周末版市場不景氣的重要原因,充實內(nèi)容、改變發(fā)行模式、培養(yǎng)讀者閱讀習(xí)慣應(yīng)是周末版的革新方向。漸進性創(chuàng)新和突破性創(chuàng)新兩大策略各有優(yōu)劣,報紙周末版不能單純追求發(fā)行量,而應(yīng)將影響力作為革新的目標(biāo)。
[Abstract]:Historically, the innovation of Chinese newspaper weekend edition has experienced three stages: rise, climax and adjustment. Nowadays, the market for weekend edition of newspapers is in a low ebb, and there are three big contrasts: one is the contrast between the depression of weekend edition of domestic newspaper and the prosperity of European and American Sunday newspaper; The second is the contrast between the "thin" and the "thick" of the weekend edition of the newspaper, and the contrast between the slump of the current weekend edition and the prosperous situation in the 1990s. "Weekly Newsweek" is exactly in the weekend edition market depression background rise, develops. January 20, 2008, "Modern KuaiBao" carries on the revision, launches 11 pages "week Qi Newsweek"; On February 8, 2009, Weekly Newsweek became a relatively independent brand from Modern KuaiBao. The establishment of "Weekly" by Modern KuaiBao is not only an important measure to deal with the homogeneous competition in Nanjing newspaper market, but also a beneficial attempt to reform the weekend edition of the newspaper. As a new form of the weekend edition of the newspaper, what innovative measures have been taken by Newsweek to differ from the previous weekend edition? How will the weekend edition of the newspaper develop in the future? These problems are the focus of this paper and try to solve. This paper first reviews the history of Chinese newspaper weekend edition innovation and provides historical evidence for further research. Then it analyzes the innovation characteristics of Weekly Newsweek and points out its shortcomings. Finally, the author analyzes the reasons of weekend edition innovation from the macro angle of view, and gives a deep thought to the strategy and goal of weekend edition innovation. The double lack of market and function is an important reason for the depression of the weekend edition market. The innovation direction of weekend edition should be to enrich the content, change the distribution mode and cultivate readers' reading habits. Progressive innovation and breakthrough innovation have their own advantages and disadvantages. Newspaper weekend edition should not simply pursue circulation, but should take influence as the goal of innovation.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G213

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本文編號：2325801