本文選題：報紙 + 微信公眾號��； 參考：《吉林大學》2017年碩士論文

【摘要】：本文主要對當前報紙微信公眾號的傳播內容進行了詳細的分析研究。首先對報紙微信公眾號的界面設置、推送時間、數量進行了分析,并對報紙微信公眾號推送內容進行了分類。報紙微信公眾號的名稱和頭像在設置上沿用母報的名稱,有三種菜單欄設置形式;通過個案分析,本文發(fā)現在推送時間和數量上,一般地方性報紙推文次數較少,全國性報紙推送次數較多,但是由于微信信息傳播特性,閱讀數、推送次數和推送時間之間沒有明顯的相互關系。有部分報紙微信公眾號根據不同時間段,推送符合時間的相應內容;報紙微信公眾號的內容分類可以按照有無板塊分析、內容報道手段等分類,本文著重分析了報紙微信公眾號內容報道表現形式和特點。其次,本文分析了報紙微信公眾號的標題特點、內容話語形態(tài)、報紙微信公眾號的互動性和信息來源。報紙微信公眾號標題有:文字多、情感性符號多、網絡語使用頻繁、標題偏重口語化、故事化敘述、標題中設置內容關鍵詞等特點。報紙微信公眾號話語形態(tài)上,內容會偏重軟文化和生活化;硬新聞增添娛樂性;語言上口語化、網絡化、親民化;評論性內容增多;第一、二人稱頻繁使用、采用人格化的自我稱謂等。在互動性方面,報紙微信公眾號一般使用留言、發(fā)紅包和送流量等形式與受眾互動。而通過數據對比研究報紙微信公眾號的信息來源,發(fā)現報紙微信公眾號在內容方面,原創(chuàng)內容不多,轉載內容占比較大,情感類內容多為轉載文章,報紙微信公眾號應增加更多原創(chuàng)型內容。本文認為,當前報紙微信公眾號還存在著內容同質化嚴重、標題黨橫行、虛假信息過多、互動性不足、原創(chuàng)力度不夠等問題。因此,應該從組建專業(yè)化的運營團隊,優(yōu)化發(fā)布時間,使用多樣化的報道手段,增加新的內容板塊,個性化定制內容,精準受眾定位,堅持推送優(yōu)質內容,同時緊抓社會熱點,增加內容深度等方面進行改進。報紙微信公眾號給紙媒發(fā)展帶來一個新的機遇,報紙做微信公眾號有得天獨厚的優(yōu)勢,但是在發(fā)展中也需要注意目前內容方面存在的問題,維系受眾關系,吸引新受眾,從做優(yōu)質內容開始。報紙微信公眾號處于一個發(fā)展時期,還需要更多業(yè)界和學界的研究。
[Abstract]:In this paper, the current WeChat public number of the dissemination of a detailed analysis of the content. Firstly, it analyzes the interface setting, push time and quantity of WeChat public number, and classifies the content of newspaper WeChat public number push. The name and image of the WeChat public number of the newspaper follow the name of the mother newspaper in setting up, and there are three forms of menu bar setting. Through the case analysis, this paper finds that the times of pushing and the quantity of tweets in general local newspapers are less. National newspapers push more times, but due to the characteristics of WeChat message dissemination, reading, push times and push time, there is no obvious correlation between them. Some WeChat public numbers push corresponding content according to different time periods; the content classification of newspaper WeChat public numbers can be classified according to whether there is a section or not, content reporting means, etc. This paper focuses on the analysis of the form and characteristics of the WeChat content report. Secondly, this paper analyzes the features of newspaper WeChat public number title, content discourse form, newspaper WeChat public number interactive and information sources. The headlines of WeChat are as follows: more words, more emotive symbols, frequent use of network language, emphasis on colloquial headlines, story narration, content keywords in the headlines, and so on. In the form of WeChat public discourse, the content will focus on soft culture and life; hard news will add entertainment; language will be colloquial, networked and pro-people; critical content will increase; first, the two people say that it is used frequently. Adopt personified self-address and so on. In the interactive aspect, the newspaper WeChat public number generally uses the message, sends the red envelope and sends the flow and so on forms to interact with the audience. Through the comparative study of the information sources of the WeChat public number, we find that the content of the public number of WeChat newspaper is not much, the reprinted content is relatively large, and the emotional content is mostly reprinted articles. The newspaper WeChat public number should add more original content. This paper holds that there are still some problems such as serious homogenization of content, rampant title party, excessive false information, insufficient interaction, insufficient originality and so on. Therefore, we should set up a professional operation team, optimize the release time, use a variety of reporting methods, add new content sections, customize content, accurately position the audience, insist on pushing quality content, and at the same time grasp the social hot spots. Increase the depth of the content and other aspects of improvement. WeChat has brought a new opportunity to the development of print media. Newspapers have unique advantages in doing WeChat, but in their development, they also need to pay attention to the existing problems in content, to maintain audience relations, and to attract new audiences. Start with quality content. WeChat is in a period of development, and needs more research from the industry and academia.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G210.7

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本文編號：1929974