【摘要】：近年來,紙媒競相推出小記者項目,尤以地市級都市類報紙居多。多家報社圍繞小記者做文章,以小記者活動為紐帶,通過線上、線下的配合,在引導青少年學習、成長,提高素質教育、培養(yǎng)媒介素養(yǎng)的同時,以活動營銷模式撬動媒體融合,實現(xiàn)報社的發(fā)行與經營目標。有些都市報已經使小記者項目成為了媒體融合背景下的新產品,為報社經營創(chuàng)收作出了不少貢獻,同時也存在管理不完善、維護不到位等通病,這些都是亟需解決的問題。本文通過資料分析法、文獻研究法和人物訪談法,重點研究《常州晚報》、《南湖晚報》、《舟山晚報》和《湘潭晚報》這四家都市報小記者項目的發(fā)展現(xiàn)狀,以實例論證小記者項目在媒體融合背景下與都市類報紙傳播效果、傳播影響力之間的聯(lián)系與意義,并對小記者項目引發(fā)的媒體轉型進行深入探討。分析地市級都市類報紙如何借助小記者項目結合自身優(yōu)勢重新定位,打開市場,深化“報紙參與教育(NIE)”工程,建立和穩(wěn)固讀者群,并以活動營銷的全新模式成功實現(xiàn)媒體轉型,希望能夠從中找出突破小記者項目困境、瓶頸,最后給出一些建議和措施。
[Abstract]:In recent years, the paper media competition to launch a small reporter project, especially the city-level city-type newspapers in the majority. Many newspapers make articles around small reporters, using the activities of small reporters as a link, through online and offline cooperation, to guide young people to learn, grow, improve quality education and cultivate media literacy, and at the same time leverage media integration with the activity marketing model. To achieve the issue and business objectives of the newspaper. Some city newspapers have made the small reporter project a new product under the background of media integration, which has made a lot of contributions to the newspaper's operation and income generation. At the same time, there are also some common problems, such as imperfect management and inadequate maintenance. These are all problems that need to be solved urgently. Through the methods of data analysis, literature research and character interview, this paper focuses on the development of the projects of "Changzhou Evening News", "Nanhu Evening News", "Zhoushan Evening News" and "Xiangtan Evening News". This paper demonstrates the connection and significance between the small journalist project and the urban newspaper in the context of media integration, and discusses the media transformation caused by the small reporter project. This paper analyzes how to reposition the city newspaper with its own advantages, open up the market, deepen the project of "newspaper participating in the education of (NIE)", and establish and stabilize the readership. And successfully realize the media transformation with the brand new mode of activity marketing, hoping to find out how to break through the plight and bottleneck of the small journalist project, and finally give some suggestions and measures.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G219.2

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