本文選題：新華社北京分社 + 移動(dòng)新媒體��； 參考：《安徽大學(xué)》2015年碩士論文

【摘要】：媒介技術(shù)飛速發(fā)展,信息革命再次來臨。傳統(tǒng)媒體尤其是紙質(zhì)媒體受到新媒體的強(qiáng)烈沖擊。媒體轉(zhuǎn)型已成為多數(shù)傳統(tǒng)媒體的共識(shí)。作為我國(guó)最大的消息集散地的新華通訊社,在其80年的歷史中,在不同的階段有過不同意義上的多次轉(zhuǎn)型�？缛胄率兰o(jì)后,新華社繼續(xù)進(jìn)行全媒體戰(zhàn)略轉(zhuǎn)型。而作為首都地區(qū)的信息中心和宣傳報(bào)道的重陣,北京分社,作為新華社派駐北京的分支機(jī)構(gòu),又是如何應(yīng)對(duì)這一過程的呢?本文基于個(gè)人的實(shí)習(xí)經(jīng)歷,擬通過從2014年8月1日至2014年9月30日為期兩個(gè)月的參與式觀察(以及后續(xù)四個(gè)月與分社工作人員的持續(xù)聯(lián)系),并結(jié)合對(duì)分社手機(jī)新媒體部門同事的詢問和北京分社新媒體移動(dòng)中心的文件資料,分別對(duì)新華社北京分社移動(dòng)新媒體中心的編輯整合和其推出的微信欄目《影像北京》進(jìn)行分析。通過分析,筆者發(fā)現(xiàn)新華社中存在著一個(gè)喉舌本位色彩由濃變淡的過程,以及話語由嚴(yán)肅向輕松詼諧轉(zhuǎn)變的過程,這些轉(zhuǎn)變顯示出我國(guó)黨媒新媒體轉(zhuǎn)型時(shí)代的發(fā)展進(jìn)程。同時(shí),新華社的新媒體轉(zhuǎn)型是意識(shí)形態(tài)、市場(chǎng)相互作用的結(jié)果。早期傳統(tǒng)意義上的新華社是國(guó)家的耳目喉舌,是智庫(kù)和信息集散中心,新華社被要求有意識(shí)地貫徹主流意識(shí)。因此,喉舌本位一直占主導(dǎo)地位。在上個(gè)世紀(jì)末,在資本的驅(qū)使下,媒體產(chǎn)業(yè)成為新興產(chǎn)業(yè),傳媒集團(tuán)如雨后春筍般落地,黨媒也在中央政策下允許適當(dāng)進(jìn)入市場(chǎng)。伴隨技術(shù)革新,黨媒進(jìn)行了新媒體轉(zhuǎn)型,轉(zhuǎn)型后的新華社,在其新媒體領(lǐng)域,耳目喉舌的政治意義變淡,創(chuàng)收成為新媒體的目標(biāo)之一,然而,對(duì)于主流意識(shí)形態(tài)的宣傳并沒有完全消失,而是潛移默化地隱藏在報(bào)道中,試圖召起民眾的愛國(guó)意識(shí)和集體榮譽(yù)感,在新華社的新媒體領(lǐng)域,傳遞主流價(jià)值觀和弘揚(yáng)民族文化漸漸變?yōu)樾氯A社的新媒體在喉舌本位上的表現(xiàn)形式。潤(rùn)物細(xì)無聲式的喉舌本位是新時(shí)期黨媒新媒體在政治層面的特征。緒論部分論述選題依據(jù)、選題的意義、相關(guān)研究綜述與研究方法。第一章介紹新華社北京分社的歷史,論述其轉(zhuǎn)型的外在和內(nèi)在原因；并詳細(xì)論述《影像北京》的創(chuàng)辦過程及其發(fā)展定位。第二章結(jié)合2014年8月至2015年2月期間《影像北京》的文本資料來論證新華社北京分社以文化元素為主題的影像微信欄目并非是簡(jiǎn)單的媒體市場(chǎng)轉(zhuǎn)型。在分別對(duì)自然景觀、歷史文化景觀、人文景觀進(jìn)行分析的基礎(chǔ)上,深入剖析國(guó)家意識(shí)形態(tài)的嵌入,即傳遞主流價(jià)值觀,弘揚(yáng)社會(huì)正義,構(gòu)建社會(huì)主義中國(guó)夢(mèng)。第三章就《影像北京》的影像風(fēng)格進(jìn)行具體解讀。對(duì)《影像北京》的影像素材的視覺表達(dá),素材的組合結(jié)構(gòu)、色彩運(yùn)用等進(jìn)行具體解讀。第四章就新華社北京分社的《影像北京》的運(yùn)營(yíng)方式進(jìn)行具體解讀,結(jié)合微信公眾號(hào)的傳播特點(diǎn)、新媒體的傳播方式分析《影像北京》的傳播特點(diǎn)。第五章以新華社北京分社轉(zhuǎn)型中的內(nèi)容和渠道為出發(fā)點(diǎn),分析傳統(tǒng)媒體中國(guó)家意識(shí)形態(tài)、文化元素、市場(chǎng)等各層面之間對(duì)于轉(zhuǎn)型過程的影響,從而最終闡明了并闡明作為黨媒的新華社在新媒體轉(zhuǎn)型過程中的首要任務(wù)是利用新技術(shù),為上情下達(dá),服務(wù)于黨和人民,弘揚(yáng)中華民族偉大文化,尤其在國(guó)際格局逐漸改變的情況下,要以維護(hù)國(guó)家利益,爭(zhēng)奪國(guó)際話語權(quán)為主要奮斗方向,而不是一味地在信息資本主義時(shí)代下對(duì)資本的垂涎。
[Abstract]:The rapid development of media technology and the advent of the information revolution. The traditional media, especially the paper media, have been strongly impacted by the new media. The transformation of the media has become the consensus of the majority of the traditional media. As the largest message and distributing center of our country, Xinhua news agency, in its 80 year history, has had many different changes in different meanings in different stages. After entering the new century, Xinhua news agency continues to carry on the strategic transformation of the full media. As the information center and propaganda report of the capital area, Beijing branch, as the branch of the Xinhua News Agency stationed in Beijing, how to deal with this process? This article is based on personal internship, from August 1, 2014 to September 30, 2014. Two months of participatory observation (as well as the continuing connection with the staff in the next four months), combined with the inquiry of the new media department colleagues from the branch cell phone and the documents of the new media mobile center in Beijing branch, the editing and integration of the new media center of the Beijing branch of Xinhua news agency and the WeChat column of the new media center of the Xinhua News Agency Through analysis, the author finds that there is a process in the Xinhua news agency, the process of the color of the mouthpiece, and the process of changing the words from the serious to the easy and humorous. These changes show the process of the transformation of the new media in our country. At the same time, the new media transformation of the Xinhua news agency is the ideology and the interaction of the market. As a result. The early traditional Xinhua news agency was the country's ear and eye mouthpiece, the think tank and information distribution center, the Xinhua news agency was asked to carry out the mainstream consciousness consciously. Therefore, the tongue standard has been dominant. At the end of the last century, the media industry became a new industry and media groups sprang to the ground like bamboo shoots after the drive of capital. Party media also allowed appropriate access to the market under the central policy. With the technological innovation, the party media has transformed the new media. The Xinhua news agency after the transformation has weakened the political significance of the ear and eye mouthpiece in its new media field. However, the propaganda of the mainstream sense form has not completely disappeared, but is imperceptibly imperceptible. It is hidden in the report, trying to call up the patriotic consciousness and collective sense of honor of the people. In the new media field of the Xinhua news agency, the mainstream values and the development of the national culture have gradually become the form of the new media of Xinhua news agency in the mouthpiece. The sound of the mouthpiece is the political aspect of the new media in the new period. The introduction part discusses the basis of the topic, the significance of the topic, the related research review and the research method. The first chapter introduces the history of the Beijing branch of Xinhua news agency, discusses the external and internal reasons of its transformation, and expounds the establishment process and the development orientation of the "image Beijing >" in detail. The second chapter combines the text of "image Beijing >" during the period from August 2014 to February 2015. This data demonstrates that the WeChat section of Beijing branch of Xinhua news agency is not a simple media market transformation on the theme of cultural elements. On the basis of the analysis of natural landscape, historical and cultural landscape and humanistic landscape, this paper analyzes the embeddedness of national ideology, namely, the transmission of mainstream values, the promotion of social justice, and the construction of society. The third chapter makes a concrete interpretation of the image style of "image Beijing >". The visual expression of the image material of "image Beijing", the composition structure of the material, the use of color and so on. The fourth chapter makes a concrete interpretation of the operation mode of the "image Beijing >" of the Beijing branch of Xinhua news agency, combining the communication special of the public number of the WeChat. In the fifth chapter, the fifth chapter takes the contents and channels of the transformation of Xinhua news agency in Beijing as a starting point to analyze the influence of the Chinese ideology, cultural elements and the market on the transformation process in the traditional media, and finally clarifies and clarifies the Xinhua news agency as the media of the party. The first task in the process of the transformation of the new media is to make use of new technology to serve the party and the people and to carry forward the great culture of the Chinese nation, especially in the case of the gradual change of the international pattern, and to maintain the national interests and compete for the international discourse power as the main direction of struggle, but not to capitalistic in the era of information capitalism. Covetous.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206

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