【摘要】：技術(shù)的不斷發(fā)展推動著媒介的進(jìn)步,人類在經(jīng)歷了口語傳播時代、文字傳播時代、印刷傳播時代之后,正式進(jìn)入了數(shù)字化傳播時代。新的媒介的產(chǎn)生不僅對人們的生產(chǎn)方式帶來巨大影響,還影響了新聞的生產(chǎn)方式變革。傳統(tǒng)的受傳關(guān)系正在發(fā)生改變,受眾不再是被動的信息接收者,而是逐漸有了話語權(quán)和參與權(quán),這都依賴于新媒體的迅速發(fā)展。面對新媒體如火如荼的發(fā)展勢頭,傳統(tǒng)媒體紛紛試水新媒體,走上融合發(fā)展的道路。微信的發(fā)展勢頭有目共睹,在上線短短幾年內(nèi)用戶數(shù)呈幾何增長。微信公眾號功能的上線提供了一個新的傳播領(lǐng)域,吸引了眾多媒體、企業(yè)和個人開通公眾號,這其中就包括河北日報官方微信公眾號。微信公眾號的產(chǎn)生對于作為傳統(tǒng)黨媒的河北日報來說,既是機(jī)遇也是挑戰(zhàn),新媒體的運(yùn)作不同于傳統(tǒng)媒體,如何將公眾號運(yùn)營的具有特色、用戶愛看、親近用戶,并不是一件容易的事。因此運(yùn)用文獻(xiàn)分析研究法、個案研究分析法、內(nèi)容分析法、比較分析法等方法對河北日報官方微信進(jìn)行研究,得出以下結(jié)論:首先,對河北日報的發(fā)展概況進(jìn)行分析,得出欄目設(shè)置上注重服務(wù)用戶,在推送時段以及頻率上較為單一,頁面風(fēng)格簡潔大方等結(jié)論,同時又具有自身優(yōu)勢,包括依托河北日報報業(yè)集團(tuán)強(qiáng)大的資源優(yōu)勢、功能齊全,符合用戶使用習(xí)慣等;其次,通過對內(nèi)容來源、主要議題、傳播形式、事件屬性四個維度對河北日報微信公眾號進(jìn)行內(nèi)容分析,并總結(jié)其傳播特征和傳播技巧,包括內(nèi)容定位從用戶需求出發(fā)、內(nèi)容向意見轉(zhuǎn)變以及語言風(fēng)格親切幽默等;最后,選取國內(nèi)幾家省級黨報微信公眾號進(jìn)行對比研究,從不同視角分析河北日報微信公眾號的優(yōu)劣得失,總結(jié)其存在的問題,同時筆者提出以下策略:發(fā)揮黨媒優(yōu)勢,樹立基于用戶視角的品牌欄目、重視維護(hù)受傳關(guān)系,傳播主流價值觀、加大宣傳推廣力度,增強(qiáng)網(wǎng)絡(luò)粘性、關(guān)注熱點(diǎn)事件,彰顯人文關(guān)懷、總結(jié)其他公眾號運(yùn)營規(guī)律,探索適合的盈利模式等。本文通過對河北日報微信發(fā)展的研究,試圖尋求更好借力微信發(fā)展的方法,擴(kuò)大其在新媒體領(lǐng)域的影響力,同時期待能夠為其他傳統(tǒng)媒體的發(fā)展產(chǎn)生借鑒作用。
[Abstract]:The continuous development of technology promotes the progress of media. After experiencing the times of oral communication, text communication and printing communication, human beings have entered the digital communication era. The emergence of new media not only has a great impact on people's mode of production, but also affects the change of news mode of production. The traditional transmission relationship is changing, the audience is no longer a passive receiver of information, but gradually has the right to speak and participate, which depends on the rapid development of new media. In the face of the development momentum of new media, traditional media try new media one after another and embark on the road of integration and development. WeChat's development momentum is obvious to all, in a few short years on line, the number of users is geometric growth. The launch of WeChat's public number feature has provided a new area of communication, attracting media and companies and individuals, including Hebei Daily's official WeChat public number. The emergence of the WeChat public number is both an opportunity and a challenge for Hebei Daily, which is the traditional party medium. The operation of the new media is different from that of the traditional media. How to operate the public number has its own characteristics, and the users love to see and get close to the users. It is not an easy task. Therefore, using the methods of literature analysis, case study, content analysis, comparative analysis and so on, this paper studies the official WeChat of Hebei Daily and draws the following conclusions: firstly, the development of Hebei Daily is analyzed. We can draw the conclusion that column setting pays attention to serving users, pushing time and frequency is relatively single, the page style is simple and generous, and so on. At the same time, it has its own advantages, including relying on the powerful resource advantage of Hebei Daily newspaper Group, and having complete functions. Secondly, through the content source, the main topic, the communication form, the event attribute four dimensions carries on the content analysis to the Hebei Daily WeChat public number, and summarizes its dissemination characteristic and the dissemination skill. Including content orientation from the user's needs, content to opinion change and language style, etc. Finally, selected several provincial party WeChat public number for comparative study. This paper analyzes the merits and demerits of Hebei Daily WeChat Public number from different angles, summarizes its existing problems, and puts forward the following strategies: give play to the advantages of the Party's media, set up a brand column based on the user's perspective, and attach importance to the maintenance of the received relationship. Propagate mainstream values, strengthen propaganda and promotion, strengthen network stickiness, pay attention to hot issues, highlight humanistic concern, sum up other rules of operation of public number, explore suitable profit model, etc. Based on the research on the development of WeChat in Hebei Daily, this paper tries to find a better way to develop WeChat and expand its influence in the field of new media. At the same time, I hope it can be used for reference for the development of other traditional media.
【學(xué)位授予單位】：河北大學(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：2220953