【摘要】：互聯網時代,信息傳播方式、大眾生活方式不斷改變。對于傳統媒體來說,加快轉型與新媒體融合已是勢在必行。作為內容輸出主陣地的微信公眾號,憑借低門檻、小成本、強交互等特點,加之龐大的用戶群體(截止2016年9月,微信平均日登錄用戶量突破7億大關),成為繼微博、客戶端之后傳統媒體轉型、探索媒介融合的重要渠道,也是爭奪話語權的輿論場。在這一背景下,傳統媒體紛紛試水微信公眾號,擴大影響力,搶占輿論新陣地�！度嗣袢請蟆泛Ｍ獍孀鳛閭鹘y媒體和黨媒,一直致力于向新媒體轉型和媒體融合的發(fā)展。其旗下2014年2月誕生的微信公眾號“俠客島”經過3年的探索,在一眾時政微信號中脫穎而出,成為傳統媒體向新媒體轉型的典范。在信息過載、同質化嚴重的問題下,導致用戶不斷追求更有價值的信息,優(yōu)質的內容越來越成為微信公眾號立于不敗之地的法寶。“內容為王”的準則,依舊沒有過時,也不會被新平臺新技術所取代。“俠客島”充分發(fā)揮傳統媒體人的優(yōu)勢,深耕時政領域,一改時政新聞晦澀難懂、表達程序化等問題,憑借優(yōu)質的內容吸引了眾多用戶,發(fā)展態(tài)勢良好,在搶占互聯網輿論陣地中扮演了重要角色。本文主要從選題、理念、語言、呈現方式等方面對“俠客島”的內容進行了分析研究,并總結了其特色,以期為其他時政類微信公眾號乃至傳統媒體轉型提供經驗、借鑒。
[Abstract]:In the Internet era, the way of information dissemination and the way of life of the masses are constantly changing. For traditional media, it is imperative to accelerate the integration of new media and transformation. As the main position of content output, WeChat public number, with the characteristics of low threshold, small cost, strong interaction and large user group (as of September 2016, the average daily login number of WeChat exceeded 700 million mark), became Weibo's successor. After the client, the traditional media transformation, exploring the important channel of media integration, is also the field of public opinion for the right to speak. Under this background, the traditional media try the WeChat public name one after another, expand its influence and seize the new position of public opinion. As the traditional media and the party medium, the overseas version of < People's Daily > has been committed to the development of the transformation and integration of the new media. After three years of exploration, WeChat Public's WeChat Island, which was born in February 2014, stands out from the crowd of political microsignals and serves as a model for the transition from traditional media to new media. Under the serious problem of information overload and homogeneity, the users are constantly pursuing more valuable information, and the high-quality content is becoming the magic weapon of WeChat public name in an invincible position. The "content is king" rule, still not out of date, will not be replaced by new platforms and technologies. "Chivalry Island" has brought into full play the advantages of traditional media people, ploughed deep into the field of current politics, changed the current political news to be obscure and difficult to understand, expressed problems such as procedure, and so on, with the help of high-quality content, it has attracted a large number of users and developed in a good situation. It plays an important role in seizing the position of public opinion on the Internet. This paper mainly analyzes and studies the content of "chivalrous island" from the aspects of topic selection, idea, language, presentation and so on, and summarizes its characteristics, in order to provide experience and reference for the transformation of other WeChat public numbers and even traditional media.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G206

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