本文選題：傳統(tǒng)報(bào)紙　切入點(diǎn)：年輕讀者　出處：《復(fù)旦大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 根據(jù)中國互聯(lián)網(wǎng)絡(luò)信息中心(CNNIC)第25次報(bào)告的統(tǒng)計(jì)數(shù)據(jù),截至2009年12月,我國網(wǎng)民的規(guī)模已達(dá)3.84億,互聯(lián)網(wǎng)普及率進(jìn)一步提升,達(dá)到28.9%,手機(jī)網(wǎng)民達(dá)到2.33億人。其中61.5%是29歲以下的年輕人。以互聯(lián)網(wǎng)為代表的新媒體已經(jīng)俘獲了眾多年輕讀者轉(zhuǎn)投它的懷抱。報(bào)紙發(fā)行量在新媒體的沖擊下持續(xù)下降,年輕讀者的流失成為報(bào)紙的生存危機(jī)。報(bào)紙清醒地認(rèn)識(shí)到,要扭轉(zhuǎn)這一形勢(shì),單純地與新媒體競(jìng)爭(zhēng)并非良策,通過傳統(tǒng)媒體與新媒體的互動(dòng)與融合,在未來傳媒競(jìng)爭(zhēng)中搶占傳媒制高點(diǎn)才是重中之重。借助媒介融合,報(bào)紙能夠聯(lián)手新媒體共同開發(fā)讀者資源,改變報(bào)紙的讀者年齡結(jié)構(gòu),留住并發(fā)展網(wǎng)絡(luò)一代的年輕讀者。 本文共分為三個(gè)部分。第一部分通過分析大量國內(nèi)外數(shù)據(jù),分析報(bào)紙的生存危機(jī)以及年輕讀者的流失現(xiàn)狀。第二部分通過問卷調(diào)查與深入訪談的方式找尋年輕人不看報(bào)的原因,試圖探索留住他們的方法。第三部分結(jié)合國內(nèi)外報(bào)紙成功吸引年輕讀者的典型案例,總結(jié)其有益經(jīng)驗(yàn)并提出改進(jìn)措施。
[Abstract]:According to the 25th report of the China Internet Network Information Center (CNNIC), as of December 2009, the number of Internet users in China has reached 384 million, and the Internet penetration rate has further increased. The number of mobile phone users has reached 233 million. Of these, 61.5% are young people under the age of 29. The new media, represented by the Internet, has captured a large number of young readers into its arms. The circulation of newspapers has continued to decline under the impact of new media. The loss of young readers has become the survival crisis of newspapers. Newspapers are soberly aware that to reverse this situation, simply competing with new media is not a good strategy, and through the interaction and integration of traditional media and new media, It is the most important thing to seize the commanding height of the media in the future media competition. With the help of media fusion, newspapers can jointly develop readers' resources with new media, change the age structure of newspaper readers, and retain and develop the young readers of the network generation. This paper is divided into three parts. The first part through the analysis of a large number of domestic and foreign data, The second part is to find out the reason why young people do not read the newspaper through questionnaire survey and in-depth interviews. In the third part, combining with the typical cases of successful attracting young readers at home and abroad, the author summarizes their beneficial experiences and puts forward some measures to improve them.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：G213

【引證文獻(xiàn)】

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本文編號(hào)：1638299