本文關(guān)鍵詞：《南方周末》的全媒體化探究　出處：《浙江傳媒學(xué)院》2016年碩士論文　論文類型：學(xué)位論文

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【摘要】：在互聯(lián)網(wǎng)技術(shù)日益發(fā)達(dá)的當(dāng)下,新媒體發(fā)展日臻成熟,報(bào)紙的“存亡”成了E時(shí)代媒體圈里最大的猜測(cè)。京華時(shí)報(bào)社社長(zhǎng)吳海民在2005年后提出了報(bào)紙的“拐點(diǎn)論”、“寒冬論”。而中國(guó)人民大學(xué)教授喻國(guó)明則以“節(jié)點(diǎn)論”的說法表示,此次變動(dòng)既是報(bào)紙的危機(jī),也是報(bào)紙的機(jī)遇。面對(duì)挑戰(zhàn),《南方周末》以其雄厚的實(shí)力以及良好的口碑開始了全媒體化轉(zhuǎn)型。從《南方周末》全媒體化的實(shí)踐中可知,它對(duì)全媒體化的要求絕不止于形式上的結(jié)合,它的融合模式既是媒體間內(nèi)部的接軌,也是媒體圈外部的競(jìng)合。本文以探究《南方周末》的全媒體化實(shí)踐,總結(jié)經(jīng)驗(yàn)、分析問題、提出想法,旨在提煉出對(duì)報(bào)紙發(fā)展有所幫助的方法。全文分為六部分:第一部分,緒論。對(duì)國(guó)內(nèi)外的研究進(jìn)行梳理,提出自己的研究方向,確立研究方法,并對(duì)研究意義和背景進(jìn)行了闡述。第二部分,全媒體概論。將全媒體的概念從三個(gè)不同方面進(jìn)行分析,并解釋了推動(dòng)報(bào)紙全媒體化的內(nèi)外因素。第三部分,《南方周末》全媒體化的實(shí)踐探索。先梳理《南方周末》的四次轉(zhuǎn)型,進(jìn)而詳細(xì)分析它的全媒體化轉(zhuǎn)型,并闡述其全媒體化進(jìn)程中的各個(gè)階段并分析特點(diǎn)。第四部分,《南方周末》全媒體化的問題及策略分析。通過分析《南方周末》全媒體化進(jìn)程中內(nèi)容、特色、從業(yè)者方面的問題,筆者闡述了相應(yīng)的策略。第五部分,《南方周末》全媒體化下媒體融合的未來。筆者整合了前文的分析,闡述了“內(nèi)容”與“品牌”對(duì)《南方周末》全媒體化未來發(fā)展的重要性,并對(duì)其內(nèi)容的生產(chǎn)與品牌的塑造提出了建議。第六部分,結(jié)語。對(duì)全文進(jìn)行總結(jié),堅(jiān)定報(bào)紙進(jìn)行全媒體轉(zhuǎn)型是當(dāng)下最優(yōu)的選擇,是報(bào)紙面對(duì)挑戰(zhàn)的最佳反擊。
[Abstract]:With the development of Internet technology, the development of new media is becoming more and more mature. The "survival" of newspapers has become the biggest speculation in the E-era media circle. Wu Haimin, director of Beijing Times, put forward the newspaper's "inflection point theory" after 2005. Yu Guoming, professor of Renmin University of China, said in the words of "Node Theory" that this change is not only a crisis for newspapers, but also an opportunity for newspapers to face challenges. "Southern weekend" with its strong strength and good reputation began the transformation of all-media. From the practice of "Southern weekend", we can know that its requirement of all-media is not only the combination of form. Its fusion mode is not only the integration of the media, but also the competition outside the media circle. This paper explores the whole media practice of Southern weekend, summarizes the experience, analyzes the problems, and puts forward some ideas. This paper is divided into six parts: the first part, introduction. The research at home and abroad is combed, put forward their own research direction, establish research methods. And the significance and background of the study are described. The second part, the introduction of the whole media. The concept of the whole media from three different aspects are analyzed, and explained the internal and external factors that promote the whole media. The third part. "Southern weekend" the practice of all-media exploration. First combing the "Southern weekend" four transformations, and then detailed analysis of its all-media transformation. In the 4th part, the problems and strategies of "Southern weekend" are analyzed. Through the analysis of the content and characteristics of "Southern weekend", the characteristics of the whole media process are analyzed. Part 5th, "Southern weekend", the future of media integration under the "Southern weekend", the author integrated the previous analysis. This paper expounds the importance of "content" and "brand" to the future development of "Southern weekend", and puts forward some suggestions on the production of its content and the shaping of its brand. Part 6th, conclusion, summarizes the full text. It is the best choice and the best counterattack for newspapers to make all media transformation.
【學(xué)位授予單位】：浙江傳媒學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G219.2

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