本文選題：期刊 + 新聞周刊��； 參考：《四川大學(xué)》2007年博士論文

【摘要】： 上世紀(jì)90年代，新聞?lì)愔芸瘡谋姸囝悇e的期刊中脫穎而出，經(jīng)過十余年風(fēng)風(fēng)雨雨的磨礪，這個(gè)以深度報(bào)道、深入分析、深刻思考見長的期刊群，已經(jīng)成長為一股有相當(dāng)影響力的媒介力量，而頭頂著“中國第一周刊”、“中國的《時(shí)代》”、“新經(jīng)濟(jì)中成功的新媒體”等諸多光環(huán)的《三聯(lián)生活周刊》(以下簡稱《三聯(lián)》)無疑是其中的佼佼者。無論發(fā)行量、廣告收入及在主流人群中的影響力，《三聯(lián)》都無愧于這些美譽(yù)。本論文選取《三聯(lián)》為個(gè)案研究樣本，采用定量與定性分析相結(jié)合，內(nèi)容分析與文本闡釋相結(jié)合等多種方法，綜合運(yùn)用傳播學(xué)、新聞學(xué)、文藝學(xué)、社會(huì)學(xué)、符號(hào)學(xué)、美學(xué)、經(jīng)濟(jì)學(xué)等多學(xué)科理論，圍繞期刊核心價(jià)值建設(shè)這一中心問題，對(duì)《三聯(lián)》的文本構(gòu)成、品牌建設(shè)、品牌經(jīng)營等進(jìn)行了深入的剖析，力圖發(fā)現(xiàn)《三聯(lián)》經(jīng)過短短十余年發(fā)展，取得非凡成就的深層次原因，為中國期刊業(yè)在WTO的新形勢(shì)下，打造強(qiáng)勢(shì)品牌，參與國際競(jìng)爭，提供有益的啟示。 《三聯(lián)》由著名的大眾文化書店——三聯(lián)書店主辦，它的前身是鄒韜奮創(chuàng)辦的《生活》周刊。但顯赫的出身，光榮的歷史并沒能讓《三聯(lián)》在市場(chǎng)化道路上一帆風(fēng)順。從1993年3月錢鋼以執(zhí)行主編進(jìn)入周刊，到1995年8月朱偉接手周刊，短短兩年時(shí)間，《三聯(lián)》已“五易主編，四換投資方”。不僅如此，由于資金等原因，《三聯(lián)》曾兩度休刊，面臨生死考驗(yàn)。在如此艱難的局勢(shì)下，《三聯(lián)》是靠什么走出困境，成為今天無可爭議的“第一”的呢?這個(gè)問題一直困擾著筆者。在大量查閱了相關(guān)資料，閱讀了《三聯(lián)》400多期雜志，與《三聯(lián)》有關(guān)人士交流之后，一個(gè)詞語跳了出來——核心價(jià)值�！度�(lián)》的成功由此得釋，筆者所有的疑團(tuán)也得以解開。 基于這樣的思考，筆者將核心價(jià)值作為本論文的基本立足點(diǎn)。所謂期刊的核心價(jià)值是指刊物獨(dú)具的，長期積累形成的，已融入到期刊內(nèi)質(zhì)、支撐期刊品牌的競(jìng)爭優(yōu)勢(shì)，是期刊在經(jīng)營和發(fā)展中勝過競(jìng)爭對(duì)手的核心資源和能力的總稱。具體地說，它是期刊以其主體業(yè)務(wù)為核心形成的，能夠贏得受眾、占領(lǐng)市場(chǎng)、獲得最佳社會(huì)效益和經(jīng)濟(jì)效益，并在眾多期刊中保持獨(dú)特競(jìng)爭優(yōu)勢(shì)的資源和能力。①核心價(jià)值是與核心競(jìng)爭力相掛鉤的，核心競(jìng)爭力來自于核心價(jià)值。對(duì)于一份刊物來說，核心價(jià)值是其本質(zhì)和永恒的原則，它有助于期刊形成內(nèi)容特色、經(jīng)營特色，是刊物立足的根本和存在的原因，刊社據(jù)此獲得超越其它競(jìng)爭對(duì)手的獨(dú)特能力，從而爭取到最大的市場(chǎng)份額。這里“核心”一詞所指的，不僅僅是重要的，而且必須是獨(dú)特的，為別的競(jìng)爭對(duì)手很難復(fù)制的。作為生產(chǎn)文化產(chǎn)品的期刊，刊物要靠內(nèi)容的厚實(shí)與獨(dú)特打天下，在差異化中，彰顯刊物的獨(dú)特魅力，提高受眾對(duì)自己的認(rèn)知度，并進(jìn)一步擴(kuò)大影響力。 核心價(jià)值往往具有深層次的文化內(nèi)涵。在筆者看來，《三聯(lián)》的核心價(jià)值首先體現(xiàn)為理想、信念、責(zé)任。三聯(lián)人的工作、生活狀態(tài)，以及《三聯(lián)》文本都播散著一種積極向上的生活哲學(xué)——一群有理想的人一起創(chuàng)辦一份有理想的雜志，團(tuán)結(jié)一批有理想的讀者。它支撐著《三聯(lián)》走過成長過程中的一段段艱難的路程，激勵(lì)著三聯(lián)人以近乎無情的高標(biāo)準(zhǔn)要求自己：其次，它是一種對(duì)人類、對(duì)世界的深切的人文關(guān)懷，這是《三聯(lián)》關(guān)注和報(bào)道任何一樁新聞事件時(shí)的精神內(nèi)核；再次，《三聯(lián)》的核心價(jià)值還體現(xiàn)在它獨(dú)特的新聞主張上，《三聯(lián)》的新聞理念是：以新聞作為由頭，用文化批評(píng)的方式，對(duì)新聞進(jìn)行文化討論，或者文化評(píng)述，即新聞的文化解讀，追求文化的當(dāng)下性以及新聞的歷史感；此外，獨(dú)特的新聞視角，鮮明的敘述風(fēng)格等也是《三聯(lián)》核心價(jià)值體系的重要組成部分，它們成為《三聯(lián)》區(qū)別于其他刊物的標(biāo)志性特征。在十一年的發(fā)展中，它們伴隨三聯(lián)人從各種困境走出來，并保證了刊物鮮明的個(gè)性，使《三聯(lián)》成為眾多期刊中獨(dú)特的“這一個(gè)”。 《三聯(lián)》的核心價(jià)值并非它的名門出身而與生俱來的，也不會(huì)在短時(shí)間內(nèi)形成。在筆者看來，《三聯(lián)》的核心價(jià)值是在一個(gè)個(gè)痛苦的挫折，一次次的艱難的采訪，一篇篇精彩的報(bào)道中，逐漸形成并明確的，因此，筆者將《三聯(lián)》的發(fā)展歷程看成是其核心價(jià)值的“顯影”過程。在第一章中，筆者力圖通過對(duì)《三聯(lián)》十年歷程的回顧，追溯并還原這一過程。本章的第一節(jié)重點(diǎn)介紹時(shí)政新聞?lì)愔芸谏鲜兰o(jì)末爆發(fā)性復(fù)興的社會(huì)政治背景，用媒介生態(tài)學(xué)觀點(diǎn)觀照《三聯(lián)》成長的歷史語境與媒介環(huán)境；第二節(jié)中，通過對(duì)《三聯(lián)》“十年一刊”過程中一些關(guān)鍵細(xì)節(jié)與重大事件的梳理，于事件的感性呈現(xiàn)中，歸納出《三聯(lián)》的核心價(jià)值。筆者細(xì)致地展現(xiàn)這個(gè)過程，，并突出其艱難與曲折，其意義在于，對(duì)于當(dāng)下期刊市場(chǎng)內(nèi)那些沒有形成自己的核心價(jià)值，在迷茫中徘徊，在痛苦中掙扎的眾多期刊來說，經(jīng)歷過希望、迷惘，最終成就卓著的《三聯(lián)》，為它們提供了一個(gè)可以借鑒的范本。 第二章中，筆者從期刊核心價(jià)值與品牌關(guān)系的角度，對(duì)《三聯(lián)》的核心價(jià)值與品牌優(yōu)勢(shì)做了描述。第一節(jié)以生態(tài)位理論對(duì)新聞?lì)愔芸@個(gè)刊群進(jìn)行考察。筆者認(rèn)為，之所以在當(dāng)今中國的期刊市場(chǎng)中，新聞?lì)愔芸g的競(jìng)爭還沒有達(dá)到白熱化的地步，除了市場(chǎng)空間相對(duì)較為寬松外，更重要的是生態(tài)位造就的各刊物間的差異化生存，使這些看似內(nèi)容定位、讀者定位都很近似的期刊有各自的生存空間；第二節(jié)筆者從文本與歷史的角度，重點(diǎn)揭示《三聯(lián)》的核心價(jià)值是如何得到提煉、升華，并最終凝固于《三聯(lián)》的品牌形象中的。說明《三聯(lián)》的品牌形象通過核心價(jià)值得以確立，核心價(jià)值又通過品牌傳播不斷得到弘揚(yáng)，在核心價(jià)值與品牌形象的相互成就中，《三聯(lián)》的市場(chǎng)地位日趨穩(wěn)固，品牌聲望逐步提高。 第三章，筆者通過對(duì)《三聯(lián)》的視覺傳播元素的研究，探討核心價(jià)值對(duì)期刊的視覺傳播的深刻影響。第一節(jié)中，筆者重點(diǎn)放在探討封面視覺符號(hào)的沖擊力。封面視覺符號(hào)包括期刊的刊名、刊徽、封面圖片、封面標(biāo)題、標(biāo)準(zhǔn)色等封面諸元素，其功能主要是吸引書攤旁過往的潛在讀者。對(duì)于讀圖時(shí)代的辦刊人而言，封面的視覺沖擊力是不能不追求的刊物外在形象。《三聯(lián)》的封面設(shè)計(jì)不求炫目、刺激，但求有鮮明的個(gè)性。它講求文化性與新聞性的結(jié)合，以個(gè)性化的視覺識(shí)別標(biāo)識(shí)，讓讀者過目不忘。在第二節(jié)里，筆者對(duì)《三聯(lián)》的內(nèi)頁視覺系統(tǒng)進(jìn)行了研究，重點(diǎn)放在內(nèi)頁的目錄、欄目構(gòu)成、版式特征、內(nèi)文照片與插圖、內(nèi)文標(biāo)題等方面。它們要實(shí)現(xiàn)的功能與封面視覺元素有共同之處——吸引讀者。只是途徑有細(xì)微差別：封面視覺符號(hào)重在以視覺沖擊力吸引讀者眼球，而內(nèi)頁的視覺系統(tǒng)主要是通過對(duì)雜志內(nèi)容的展示吸引讀者。 第四章中，筆者以對(duì)《三聯(lián)》內(nèi)文的文本細(xì)讀為基礎(chǔ)，從新聞?wù)Z言、新聞書寫、細(xì)節(jié)追求以及特色欄目等幾個(gè)方面研究《三聯(lián)》獨(dú)具特色的內(nèi)容，展現(xiàn)《三聯(lián)》的獨(dú)特魅力。第一節(jié)重點(diǎn)研究《三聯(lián)》的新聞?wù)Z言特征。筆者認(rèn)為，《三聯(lián)》語言的生動(dòng)、幽默、富于韻味。但是，這一語言特點(diǎn)不是靠用詞花哨來實(shí)現(xiàn)的，而主要是用法的創(chuàng)新來完成的；第二節(jié)，筆者從新聞的兩個(gè)維度和四個(gè)象限入手，考察《三聯(lián)》的新聞選題、切入角度、以及《三聯(lián)》增強(qiáng)新聞可讀性的特別手法：第三節(jié)，筆者討論了《三聯(lián)》一貫強(qiáng)調(diào)的“細(xì)節(jié)”。這個(gè)從錢鋼時(shí)代就被《三聯(lián)》各級(jí)領(lǐng)導(dǎo)反復(fù)強(qiáng)調(diào)的新聞報(bào)道手法，雖然已經(jīng)被很多同類刊物借鑒，但仍是《三聯(lián)》不變的法寶，筆者歸納其意義有四：l、保證新聞深度的需要，2、確保新聞?wù)鎸?shí)的需要，3、增強(qiáng)新聞形象的需要，4、規(guī)避新聞風(fēng)險(xiǎn)的需要：第四節(jié)主要是對(duì)《三聯(lián)》歷史最悠久的欄目之一——“讀者來信”的研究。對(duì)于成功的期刊來說，讀者的反饋，編讀之間的感情交流是非常重要的。筆者以營銷學(xué)上的250人定律，討論讀者來信欄目對(duì)培養(yǎng)讀者對(duì)刊物的情感忠誠，心理依賴的作用；用議程設(shè)置理論，考察讀者來信對(duì)《三聯(lián)》議程的影響；同時(shí)，用涵化理論、兩級(jí)流動(dòng)傳播(two-step flow of communication)來研究《三聯(lián)》對(duì)它的讀者、以及其讀者之間相互的深刻影響。 第五章，筆者將闡述在核心價(jià)值語境下的《三聯(lián)》廣告。在本章中，筆者采用點(diǎn)面結(jié)合的手法，先在第一節(jié)中分析了期刊的廣告經(jīng)營優(yōu)勢(shì)，然后，在第二節(jié)里具體闡述《三聯(lián)》特色的廣告。需要說明的是，本章雖論及《三聯(lián)》廣告經(jīng)營方面的一些特點(diǎn)，但《三聯(lián)》的編輯工作與廣告業(yè)務(wù)是分開的。1998年4月，他們就與北京天意華正式簽約，將《三聯(lián)》的廣告經(jīng)營交由后者獨(dú)家代理，所以，筆者在對(duì)《三聯(lián)》廣告進(jìn)行研究時(shí)，重點(diǎn)關(guān)注的不是廣告的商業(yè)經(jīng)營，而是作為刊物內(nèi)容的一部分呈現(xiàn)于刊物中的廣告形態(tài)。筆者試圖通過這樣的研究，揭示《三聯(lián)》廣告風(fēng)格與刊物內(nèi)容的關(guān)系，探討刊物的廣告定位問題。
[Abstract]:In the 90s of last century, news weekly came to the fore from many categories of periodicals, and after more than ten years of rain and rain, the periodical group, which was deeply reported, deeply analyzed and deeply thought, has grown into a powerful media force, and the "China first weekly", "China's < times >", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new", "new" No matter the quantity, the advertising revenue and the influence in the mainstream, it is worthy of the reputation. This paper selects the "triple" as a case study sample, combining quantitative and qualitative analysis. With the combination of volume analysis and text interpretation, the multi-disciplinary theories of communication, journalism, literature, literature, sociology, semiotics, aesthetics, economics and other disciplines are integrated, and the central issue of core value construction of periodicals is discussed, and the text composition, brand construction and brand management of the "three links >" are deeply analyzed in order to find the "three links >" After more than ten years of development and the profound reasons for the remarkable achievement, the Chinese periodical industry will create a strong brand and participate in international competition in the new situation of WTO, and provide useful inspiration.
It was sponsored by the famous mass culture bookstore, the three league bookstore, whose predecessor was life > weekly, which was founded by Zou Taofen. But the glorious history and glorious history did not make it smooth on the market road. From March 1993, Qian steel carried out the editor in the weekly magazine, and in August 1995, Zhu Wei took over the weekly magazine, just two years, < triple > has been "five easy to editor, four for investors". Not only that, because of funds and other reasons, the "three links >" has been suspended twice, facing the test of life and death. In such a difficult situation, what is the "three union >" to get out of the dilemma and become the undisputed "first"? This question has been plaguing the author. Read a lot of relevant information, read a lot. After reading the three >400 multi term magazine and communicating with the people concerned, a word jumped out - the core value. The success of the triple union was released, and all the doubts of the author were unraveled.
Based on such thinking, the core value of the author is the basic foothold of this paper. The core value of the periodical is that the periodical is unique and accumulates for a long time. It has been integrated into the Periodicals' quality and supports the competitive advantage of the periodical brand. It is the general name of the core resources and ability of the periodicals to be better than the competitors in the operation and development. It says that it is the core of a periodical with its main business as the core. It can win the audience, occupy the market, obtain the best social and economic benefits, and maintain the unique competitive advantages and resources in a number of periodicals. The core value is the essence and the perpetual principle. It helps the periodical to form the characteristics of the content, the management features, the fundamental and existence of the journal's foothold. According to this, the journal has the unique ability to surpass the other competitors and thus strives for the maximum market share. It must be unique and difficult to replicate for other competitors. As a periodical of production culture products, the publication depends on the content and the uniqueness of the world. In the difference, it highlights the unique charm of the publication, improves the recognition of the audience, and further expands its influence.
The core values of the core tend to have deep cultural connotations. In my view, the core values of the triple play are first embodied in ideals, beliefs, responsibilities. The work of the triad, the state of life, and the text of the triple play a positive philosophy of life - a group of ideal people set up an ideal magazine together. There is an ideal reader. It supports the triplet of a difficult journey in the course of its growth and encourages the triple people to ask themselves with the high standards of near merciless. Secondly, it is a deep humanistic concern for human beings and the world. This is the spiritual kernel of the "three links >" and the report of any news event; thirdly, the triple Union. The core value of it is also reflected in its unique news claims. The news concept of "three links" is a cultural discussion of news, or cultural commentary, cultural interpretation of news, the pursuit of cultural immediacy and the sense of history of the news, in addition, a distinctive news perspective, and a distinct narrative. Style, which is also an important part of the core value system of the "triple", has become a landmark characteristic of the triple play, which is distinguished from other publications. In the development of the eleven years, they come out of various plight and ensure the distinctive personality of the journal, making the trilogy a unique "this one" in many periodicals.
The core value of the "three ties" is not born with the birth of its name, nor is it formed in a short time. In my opinion, the core value of the "three ties" is a painful setback, a difficult interview, a wonderful story and a clear story. Therefore, I think of the course of the "three ties >" as its course. In the first chapter, the first section of this chapter focuses on the social and political background of the sudden revival of the current political news magazine in the end of the last century, and the view of the historical context and media of the "three links >" growth with the view of media ecology. In the second section, through the carding of some key details and major events in the course of the "ten year one issue", the core value of the "triple" is summed up in the perceptual presentation of the event. The author carefully displays the process and highlights its difficulties and twists and turns. The significance lies in the fact that those in the current periodical market have not been formed from themselves. The core values of their own, wandering in the confused and struggling in the pain of many periodicals, have experienced hope, lost, and the ultimate achievement of the "three links >", for them to provide a model for reference.
In the second chapter, the author makes a description of the core value and brand advantage of the "Sanlian" from the perspective of the core value and brand relationship of the journal. The first section is based on the ecological niche theory to investigate the news weekly group. The author thinks that the reason why the competition between the newspapers and periodicals has not been white hot in the current Chinese periodical market. In addition to the relatively loose market space, the more important is the differential existence between the various journals created by the niche, which makes the periodicals which seem to be located and the readers are all similar to the readers have their own living space; the second section, from the point of view of the text and history, reveals how the core value of the "three links >" is raised. It shows that the brand image of the triple play is established through the core value, and the core value is continuously promoted through the brand communication. In the mutual achievement of the core value and brand image, the market position of the triple play is increasingly stable and the reputation of the brand is gradually improved.
In the third chapter, through the study of the visual communication elements of the "three links", the author probes into the profound influence of the core value on the visual communication of the journal. In the first section, the author focuses on the impact of the cover visual symbols. The cover visual symbols include the journal titles, the emblem, the cover picture, the cover title, the standard color and other elements, and the merits of the cover. It is a potential reader to attract the bookstall. The visual impact of the cover is the external image of a publication that can't be pursued. The cover design of the "triple" is not dazzling, exciting but with a distinct personality. It is a combination of culture and news, personalized visual identification and reading. In the second section, the author studied the inner page visual system of the triple play, focusing on the contents of the internal page, the composition of the columns, the layout features, the pictures and illustrations of the inner text, the title of the inner text, and so on. The functions they have to be realized are in common with the visual elements of the cover. The visual symbol focuses on attracting readers' attention by visual impact, and the visual system of the inside page is mainly to attract readers through the display of magazine contents.
In the fourth chapter, on the basis of the detailed reading of the text of the "three links", the author studies the unique features of the three links from the news language, the news writing, the detail pursuit and the special columns. The first section focuses on the study of the features of the news language of the triple play. However, the language characteristics are not realized by words, but mainly by the use of innovation. The second section, from the two dimensions and the four quadrants of the news, examines the topic of the news, the angle of entry, and the special technique to enhance the readability of the new news: the third section, the author discussed < It has been repeatedly emphasized by the leaders of different levels from the times of money steel. Although it has been used by many similar publications, it is still the same magic weapon. The author concludes that the meaning is four: l, the need to ensure the depth of the news, 2, to ensure the real needs of the news, 3, enhance the news image. The need for, 4, to avoid the need for news risk: the fourth section is mainly a study of "reader letters", one of the most long history columns. For successful periodicals, readers' feedback and emotional communication between readers are very important. The author uses the 250 law of marketing to discuss the reading of readers' letter columns. The effect of the emotional loyalty and psychological dependence on the journal; using the agenda setting theory to examine the influence of the reader's letter on the agenda of the "triple"; at the same time, with the acculturation theory and the two-step flow of communication (of communication) to study the three links to its readers and the profound influence of their readers.
In the fifth chapter, the author will elaborate on the advertisement of "triple play" in the context of core value. In this chapter, the author uses a combination of points and faces to analyze the advertising advantages of the periodical in the first section, and then, in the second section, specifically expounds the advertisement of the "three links >". In April, the editing and advertising business of the "three league" was separated from the advertising business. They signed a formal contract with Beijing Tian Yi Hua in April. Therefore, when I studied the "triple" advertising, the author focused not on the commercial business of advertising but as a part of the content of the publication. In this paper, the author tries to reveal the relationship between the advertising style and the content of the magazine and explore the advertisement positioning of the journal.
【學(xué)位授予單位】：四川大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2007
【分類號(hào)】：G239.29

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