本文選題：南方都市報　切入點：微信公眾號　出處：《廣西大學(xué)》2017年碩士論文

【摘要】：移動互聯(lián)網(wǎng)時代,微信迅速發(fā)展。人們處于快餐式的碎片化閱讀狀態(tài),對視覺圖像有了新的需求,傳統(tǒng)媒體想要在移動互聯(lián)網(wǎng)時代占有一席之地,就要發(fā)揮其媒體微信公眾號對受眾的吸引力,重拾新聞圖片的重要地位。筆者首次把微信公眾號和新聞圖片運用有機結(jié)合起來,采用文獻分析和內(nèi)容分析的研究方法,以發(fā)行量、影響力較大的《南方都市報》的微信公眾號為研究案例,選取2016年1月1日——2016年6月30日推送的408條頭條新聞和3097幅新聞圖片為研究樣本,分析《南方都市報》微信公眾號頭條新聞的新聞圖片運用情況,并以此得出影響力較大的傳統(tǒng)媒體微信公眾號的共性,為今后傳統(tǒng)媒體如何利用微信公眾號提高傳媒影響力提供參考。本文共分為5章。第1章為緒論,主要交待了在日益激烈的媒體競爭中,《南方都市報》微信公眾號取得成功的背景。第2章主要闡述了新聞圖片具有的優(yōu)勢,以及對《南方都市報》微信公眾號發(fā)展的意義。第3章為研究的重點,通過數(shù)據(jù)統(tǒng)計從形式和內(nèi)容上研究《南方都市報》微信公眾號頭條新聞圖片的來源、種類、體裁以及涉及的領(lǐng)域等,并根據(jù)微信公眾號的傳播特性分析了《南方都市報》微信公眾號頭條新聞圖片的推送策略。通過第3章的數(shù)據(jù)分析得出第4章和第5章,總結(jié)出《南方都市報》微信公眾號重視媒體社會責(zé)任,保持母報重視視覺化傳播的傳統(tǒng),并根據(jù)移動互聯(lián)網(wǎng)時代手機用戶的閱讀特征使用多種類型的新聞圖片,形成自己獨特的新聞圖片使用風(fēng)格,論證了《南方都市報》微信公眾號取得的成功與其頭條新聞圖片的使用有很大關(guān)系。《南方都市報》微信公眾號頭條新聞圖片在使用的過程中也出現(xiàn)一些為增加用戶閱讀量和關(guān)注度,導(dǎo)致娛樂化傾向嚴(yán)重和圖片來源不明等問題,根據(jù)這些問題,筆者提出要合理分配軟、硬新聞比例,重視圖片編輯,強化新聞圖片版權(quán)意識等,希望對未來媒體微信公眾號的發(fā)展有借鑒作用。
[Abstract]:Mobile Internet era, WeChat rapid development.People are in a fast-food piecewise reading state, and have a new demand for visual images. If traditional media want to have a place in the era of mobile Internet, they must give play to their media WeChat Official account's attraction to the audience.Regain the importance of news pictures.For the first time, the author organically combines Official account of WeChat with the use of news pictures, adopts the research methods of literature analysis and content analysis, and takes the WeChat Official account of Southern Metropolis Daily, which has a large circulation and great influence, as a case study.From January 1, 2016 to June 30, 2016, 408 headlines and 3097 news pictures were selected as research samples to analyze the use of news pictures of Official account headlines in WeChat, a WeChat newspaper.From this, we can find out the commonness of Official account, the influential traditional media, and provide a reference for how to improve the media influence by the traditional media in the future.This paper is divided into five chapters.The first chapter is the introduction, which mainly explains the background of the success of the WeChat Official account in the increasingly fierce media competition.Chapter 2 mainly expounds the advantages of news pictures and its significance to the development of Official account WeChat.The third chapter is the focus of the research, through the data statistics from the form and content of the "Southern Metropolis Daily" Official account headlines of the source, category, genre and the field involved, etc.According to the transmission characteristics of Official account WeChat, this paper analyzes the push strategy of the top news picture of Official account in WeChat.Through the data analysis in Chapter 3, chapters 4 and 5 are obtained, and it is concluded that Official account of WeChat attaches importance to social responsibility of the media and maintains the tradition that the mother newspaper attaches importance to visual communication.And according to the reading characteristics of mobile phone users in the era of the mobile Internet, they use various types of news pictures to form their own unique style of using news pictures.It is demonstrated that the success of Official account in WeChat is closely related to the use of headlines.Reading volume and attention,These problems lead to serious tendency of entertainment and unclear source of pictures. According to these problems, the author suggests that we should reasonably allocate the proportion of soft and hard news, attach importance to the editing of pictures, strengthen the copyright consciousness of news pictures, etc.Hope to the future media WeChat Official account's development has the reference function.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G210.7

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本文編號：1707187