我國報(bào)紙導(dǎo)讀研究
發(fā)布時(shí)間：2019-06-16 19:15
【摘要】：報(bào)紙導(dǎo)讀,即在第一版以整版或開設(shè)窗口的方式,為方便讀者迅速找到自己感興趣的內(nèi)容而設(shè)計(jì)的索引、提示等簡要內(nèi)容。報(bào)紙導(dǎo)讀是隨著“厚報(bào)時(shí)代”的到來而逐漸興起的一種特殊形式。導(dǎo)讀作為報(bào)紙自身的廣告和展示其內(nèi)容的窗口,在媒體競爭白熱化的今天,對(duì)報(bào)業(yè)生存可謂關(guān)系重大。報(bào)紙導(dǎo)讀的設(shè)置從無到有、從導(dǎo)讀欄到導(dǎo)讀版、從一個(gè)導(dǎo)讀版發(fā)展到兩個(gè),起到了引導(dǎo)讀者,促進(jìn)報(bào)紙發(fā)行量上升的作用。正因?yàn)閳?bào)紙導(dǎo)讀的出現(xiàn)不僅給報(bào)紙頭版帶來了革命性的變化,而且對(duì)報(bào)社的經(jīng)濟(jì)效益也產(chǎn)生了影響。所以,越來越多的新聞從業(yè)人員結(jié)合自己的工作實(shí)踐,開始研究報(bào)紙導(dǎo)讀。但是,這些研究大多是針對(duì)其某一方面做研究或是對(duì)某份報(bào)紙的個(gè)案研究,因此,總的來說,現(xiàn)有的報(bào)紙導(dǎo)讀研究不夠全面、系統(tǒng)。 對(duì)于報(bào)紙導(dǎo)讀這種形式,看似簡潔、明了,但事實(shí)上種類豐富。依據(jù)不同的劃分標(biāo)準(zhǔn),可分為多種類型。依據(jù)所占版面篇幅的大小,可分為窗口型和整版型;按報(bào)紙導(dǎo)讀的形式劃分,可分為標(biāo)題型與圖片型;依據(jù)標(biāo)題型導(dǎo)讀的不同形式,又可分為單式純標(biāo)題導(dǎo)讀和復(fù)合式導(dǎo)讀;依據(jù)內(nèi)涵的不同,復(fù)合式導(dǎo)讀又可分為提要式導(dǎo)讀和提示式導(dǎo)讀。 筆者在翻閱大量報(bào)紙的基礎(chǔ)上,得出:報(bào)紙導(dǎo)讀這種形式早在上世紀(jì)30年代就已出現(xiàn)在我黨機(jī)關(guān)報(bào)《紅旗日?qǐng)?bào)》上。在我國新聞史上,報(bào)業(yè)在相當(dāng)長的一段時(shí)間內(nèi)報(bào)刊不分,所以,在那一時(shí)期的報(bào)紙上經(jīng)�？梢钥吹筋愃茣灸夸浀摹澳夸洝�、“目次”、“要目”等內(nèi)容,用以對(duì)報(bào)紙所登內(nèi)容作提示。因此,這些“目錄”可謂是我國報(bào)紙導(dǎo)讀的雛形。本文按照?qǐng)?bào)紙的發(fā)展,從總體上將報(bào)紙分成了兩個(gè)大的時(shí)期:“薄報(bào)”期與“厚報(bào)”期。而后又根據(jù)報(bào)紙導(dǎo)讀的發(fā)展情況,對(duì)這兩個(gè)時(shí)期作了比較細(xì)致的劃分,勾勒出了我國報(bào)紙導(dǎo)讀的“發(fā)展史”�！氨�(bào)”時(shí)期,我國報(bào)紙導(dǎo)讀由它的雛形發(fā)展而來,雖然在20世紀(jì)三十年代就真正出現(xiàn)了,但是受當(dāng)時(shí)的政治形勢影響,報(bào)紙導(dǎo)讀并沒有得到大范圍的發(fā)展;“厚報(bào)”時(shí)期,先后受政治、經(jīng)濟(jì)形勢的影響,我國報(bào)紙導(dǎo)讀開始興起并不斷地發(fā)展、壯大,進(jìn)而步入了繁榮時(shí)期�？v觀整個(gè)報(bào)紙導(dǎo)讀的發(fā)展史,它主要是受政治和經(jīng)濟(jì)的影響。雖然不同時(shí)期的報(bào)紙導(dǎo)讀在特點(diǎn)方面有所偏差,但它作為報(bào)紙的一種特殊形式?jīng)Q定了它的特點(diǎn)具有“遺傳性”——總體相似。只不過隨著它的發(fā)展,特點(diǎn)更加趨于豐富。 關(guān)于報(bào)紙導(dǎo)讀的特點(diǎn),本文通過大量的例子進(jìn)行了總結(jié)。從編輯、形式方面看,具有靈活性、鏈接性、突顯性、單一式標(biāo)題使用最廣泛等特點(diǎn);從內(nèi)容方面看,報(bào)紙導(dǎo)讀不僅具有重要性,而且具有全面性與引導(dǎo)性。因此,報(bào)紙導(dǎo)讀是出現(xiàn)在報(bào)紙上的一種特殊形式。作為一種“新生事物”,它有別于標(biāo)題新聞和新聞導(dǎo)讀。 報(bào)紙導(dǎo)讀之所以能夠興起乃至繁榮,不僅根源于政治、經(jīng)濟(jì)形勢的發(fā)展,而且與網(wǎng)絡(luò)時(shí)代這一特殊的歷史大背景有著極其重要的關(guān)系。1979年年初,中央有關(guān)部門批準(zhǔn)了《人民日?qǐng)?bào)》等幾家報(bào)紙?jiān)囆小笆聵I(yè)單位、企業(yè)化管理”經(jīng)營方針的報(bào)告,從此,我國傳媒產(chǎn)業(yè)走上了產(chǎn)業(yè)化之路。1984年,是我國經(jīng)濟(jì)體制改革的重要一年,也是從這一年起,我國的報(bào)業(yè)開始了飛速發(fā)展,傳媒產(chǎn)業(yè)化發(fā)展也進(jìn)入了一個(gè)新的階段。隨著我國報(bào)業(yè)產(chǎn)業(yè)化的發(fā)展,我國報(bào)紙逐漸“變厚”進(jìn)而步入“厚報(bào)”時(shí)代�！昂駡�(bào)”雖有效地解決了報(bào)紙信息供給不足的問題,但卻帶來了閱讀的不便。而且報(bào)紙產(chǎn)業(yè)作為一種商業(yè)性較強(qiáng)的產(chǎn)業(yè),想要做大做強(qiáng),得到進(jìn)一步的發(fā)展,必須從信息經(jīng)營、廣告經(jīng)營、發(fā)行經(jīng)營、印刷經(jīng)營、資本經(jīng)營等各項(xiàng)經(jīng)營活動(dòng)入手。因此,報(bào)紙導(dǎo)讀便是“厚報(bào)”時(shí)代各方的共同選擇。隨著互聯(lián)網(wǎng)的興起,人類所步入的網(wǎng)絡(luò)時(shí)代,雖然給報(bào)業(yè)的發(fā)展帶來了巨大的挑戰(zhàn),但同時(shí)也為報(bào)業(yè)的發(fā)展提供了機(jī)遇。報(bào)紙與網(wǎng)絡(luò)之間的競爭,也是導(dǎo)讀興起的重要原因之一。除此之外,媒介之間融合的趨勢,使得媒體之間能互相借鑒對(duì)手的優(yōu)勢,這也為報(bào)紙導(dǎo)讀的興起提供了可能。 報(bào)紙導(dǎo)讀的存在對(duì)當(dāng)今報(bào)業(yè)的發(fā)展具有重要意義。首先,報(bào)紙導(dǎo)讀增強(qiáng)了報(bào)紙的可讀性,提高了報(bào)紙的競爭力;其次,報(bào)紙導(dǎo)讀擴(kuò)充了頭版信息量,吸引讀者購買;再次,報(bào)紙導(dǎo)讀促進(jìn)報(bào)紙發(fā)行量的提升,保證報(bào)社的雙重效益。正因?yàn)閳?bào)紙導(dǎo)讀有如此之多的優(yōu)勢,所以,報(bào)紙導(dǎo)讀這種形式出現(xiàn)在越來越多的報(bào)紙上。但隨著它的“普及”,各種問題不可避免的出現(xiàn)了。因?yàn)閳?bào)紙導(dǎo)讀所處位置的特殊性以及本身所具有的引導(dǎo)性,所以從某種意義上來說,它是報(bào)紙的二度“議程設(shè)置”。這一特殊的角色決定了在實(shí)際操作中,報(bào)紙導(dǎo)讀的制作應(yīng)該有比較嚴(yán)格的標(biāo)準(zhǔn),盡量做到規(guī)范化。 雖然我國報(bào)紙導(dǎo)讀在發(fā)展中出現(xiàn)了一些問題,但作為處在發(fā)展期的事物,出現(xiàn)問題是很正常的�；趫�(bào)紙導(dǎo)讀的存在具有重要意義,所以我們應(yīng)該規(guī)范報(bào)紙導(dǎo)讀的制作。當(dāng)然具體到如何制作,這并不是本篇論文所能承載的。由于各種客觀條件的限制,本文所討論的我國報(bào)紙導(dǎo)讀并沒有涉及港澳臺(tái)的報(bào)紙,僅指我國大陸地區(qū)的報(bào)紙。
[Abstract]:The paper reads, that is, in the first edition, in the form of a whole or a window, for the convenience of the reader to quickly find the contents of the content of interest, the index, the prompt and the like. The reading of newspaper is a special form that gradually rises with the arrival of the "the age of thick newspaper". As a window of newspaper's own advertisement and display of its content, it is of great significance to the newspaper's survival in the day of the media competition. The setting of newspaper guide is from scratch to reading, from one guide to two, to guide the reader and to promote the increase of the circulation of the newspaper. The emergence of the newspaper's guide has not only revolutionized the front page of the newspaper, but also has an impact on the economic benefits of the newspaper. As a result, more and more news practitioners, in conjunction with their own work practices, have begun to study newspaper guides. Most of these studies, however, are studies on one aspect of the study or case studies of a particular newspaper, and, in general, the existing paper-guided studies are not comprehensive and systematic. in that form of a newspaper guide, it appears to be simple and clear, but in fact the kind Rich. According to different division criteria, it can be divided into a variety of Type. According to the size of the space occupied, it can be divided into window type and full version type; it can be divided into title type and picture type according to the form of newspaper guide reading; according to the different forms of title type guide reading, it can be divided into single type pure title guide reading and compound guide reading; according to the connotation in addition, that compound guide read can be divided into a feed type guide read and a prompt type, The author, on the basis of reading a large number of newspapers, came to the conclusion that the reading of the newspaper has appeared in the newspaper of our Party as early as the 1930s. In the press history of our country, the newspaper has been in a fairly long period of time without distinction, so the newspaper in that period can often see the "Table of Contents", the "Visual", the "to order" and so on, which is similar to the book directory, which is used to read the newspaper The contents are prompt. Therefore, these "Table of Contents" are the newspapers of our country The paper is based on the development of the newspaper, and the paper divides the paper into two big periods in general: the "thin newspaper" and the "thick newspaper" "history of development" of the newspaper guide in our country is outlined. In the period of "thick paper", the reading of the newspaper in our country came from its rudiment, although it really appeared in the 1930 's, but under the influence of the political situation at that time, the reading of the newspaper did not get a large scale of development. The influence of the situation, the beginning of the reading of the newspaper in our country and the development and expansion of our country's newspaper, Throughout the period of prosperity, and throughout the history of the entire newspaper guide, it is dominated by politics and The effect of the economy on the characteristics of the newspaper in different periods, but it is a special form of the newspaper, and it has the "Hereditary" of its characteristics. It's similar. It's just as it's developed, it's more In addition to the characteristics of newspaper-guided reading, this paper is through a great deal of The examples are summarized. From the perspective of editing, form, it has the characteristics of flexibility, linking, highlighting, and the most extensive use of a single title; in terms of content, the reading of a newspaper is not only of importance, but also It is comprehensive and guided. Therefore, newspaper reading is in the newspaper A special form. As a kind of "new things", it is different from the standard The reason of the rise and even the prosperity of the newspaper guide is not only the development of the political and economic situation but also the special historical background of the network age. In the beginning of 1979, the central authorities approved a report from the People's Daily and other newspapers on a pilot "The management of public institutions and enterprises" management policy. From then on, the media industry of our country has embarked on the road of industrialization. In 1984, it was an important year for the reform of the economic system of our country, and since that year, I The newspaper of the country began to develop rapidly, and the media industrialization The exhibition also entered a new stage. With the development of the industry of the newspaper industry in our country, the newspaper of our country gradually "thicken" into the "trunk>" then newspap The "thick newspaper" has effectively solved the problem of insufficient supply of newspaper information But also brings the inconvenience of reading, and the newspaper industry, as a commercial and strong industry, wants to do a great job and is further developed, and must be operated from information, advertising, issuing, printing, operating and capital. So, the newspaper guide is" trunk> "then newspaper" "pan" , all kinds of problems are inevitable. Because of the particularity of the position of the newspaper guide and the guiding nature of itself, in a sense, it is the second-degree of the newspaper, "Agena S" The special role determines that in actual operation, the production of newspaper guide should have a ratio There are some problems in the development of China's newspaper guide, but as a place In the development period, problems are normal. The existence of newspaper-based reading is of great importance. Well, that's why we should standardize the production of newspaper guides, of course. This is not the result of this paper. Because of the limitations of various objective conditions, the paper is not related to the port of the newspaper in our country.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G213
本文編號(hào)：2500770
[Abstract]:The paper reads, that is, in the first edition, in the form of a whole or a window, for the convenience of the reader to quickly find the contents of the content of interest, the index, the prompt and the like. The reading of newspaper is a special form that gradually rises with the arrival of the "the age of thick newspaper". As a window of newspaper's own advertisement and display of its content, it is of great significance to the newspaper's survival in the day of the media competition. The setting of newspaper guide is from scratch to reading, from one guide to two, to guide the reader and to promote the increase of the circulation of the newspaper. The emergence of the newspaper's guide has not only revolutionized the front page of the newspaper, but also has an impact on the economic benefits of the newspaper. As a result, more and more news practitioners, in conjunction with their own work practices, have begun to study newspaper guides. Most of these studies, however, are studies on one aspect of the study or case studies of a particular newspaper, and, in general, the existing paper-guided studies are not comprehensive and systematic. in that form of a newspaper guide, it appears to be simple and clear, but in fact the kind Rich. According to different division criteria, it can be divided into a variety of Type. According to the size of the space occupied, it can be divided into window type and full version type; it can be divided into title type and picture type according to the form of newspaper guide reading; according to the different forms of title type guide reading, it can be divided into single type pure title guide reading and compound guide reading; according to the connotation in addition, that compound guide read can be divided into a feed type guide read and a prompt type, The author, on the basis of reading a large number of newspapers, came to the conclusion that the reading of the newspaper has appeared in the newspaper of our Party as early as the 1930s. In the press history of our country, the newspaper has been in a fairly long period of time without distinction, so the newspaper in that period can often see the "Table of Contents", the "Visual", the "to order" and so on, which is similar to the book directory, which is used to read the newspaper The contents are prompt. Therefore, these "Table of Contents" are the newspapers of our country The paper is based on the development of the newspaper, and the paper divides the paper into two big periods in general: the "thin newspaper" and the "thick newspaper" "history of development" of the newspaper guide in our country is outlined. In the period of "thick paper", the reading of the newspaper in our country came from its rudiment, although it really appeared in the 1930 's, but under the influence of the political situation at that time, the reading of the newspaper did not get a large scale of development. The influence of the situation, the beginning of the reading of the newspaper in our country and the development and expansion of our country's newspaper, Throughout the period of prosperity, and throughout the history of the entire newspaper guide, it is dominated by politics and The effect of the economy on the characteristics of the newspaper in different periods, but it is a special form of the newspaper, and it has the "Hereditary" of its characteristics. It's similar. It's just as it's developed, it's more In addition to the characteristics of newspaper-guided reading, this paper is through a great deal of The examples are summarized. From the perspective of editing, form, it has the characteristics of flexibility, linking, highlighting, and the most extensive use of a single title; in terms of content, the reading of a newspaper is not only of importance, but also It is comprehensive and guided. Therefore, newspaper reading is in the newspaper A special form. As a kind of "new things", it is different from the standard The reason of the rise and even the prosperity of the newspaper guide is not only the development of the political and economic situation but also the special historical background of the network age. In the beginning of 1979, the central authorities approved a report from the People's Daily and other newspapers on a pilot "The management of public institutions and enterprises" management policy. From then on, the media industry of our country has embarked on the road of industrialization. In 1984, it was an important year for the reform of the economic system of our country, and since that year, I The newspaper of the country began to develop rapidly, and the media industrialization The exhibition also entered a new stage. With the development of the industry of the newspaper industry in our country, the newspaper of our country gradually "thicken" into the "trunk>" then newspap The "thick newspaper" has effectively solved the problem of insufficient supply of newspaper information But also brings the inconvenience of reading, and the newspaper industry, as a commercial and strong industry, wants to do a great job and is further developed, and must be operated from information, advertising, issuing, printing, operating and capital. So, the newspaper guide is" trunk> "then newspaper" "pan" , all kinds of problems are inevitable. Because of the particularity of the position of the newspaper guide and the guiding nature of itself, in a sense, it is the second-degree of the newspaper, "Agena S" The special role determines that in actual operation, the production of newspaper guide should have a ratio There are some problems in the development of China's newspaper guide, but as a place In the development period, problems are normal. The existence of newspaper-based reading is of great importance. Well, that's why we should standardize the production of newspaper guides, of course. This is not the result of this paper. Because of the limitations of various objective conditions, the paper is not related to the port of the newspaper in our country.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G213
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