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随着数字媒体时代的到来,传媒进入注意力稀缺时代,媒体传播到达率不仅与其传播内容有关,更与用户选择并相信哪种媒介品牌作为信息接收源有关,如何实现有效传播、优化传播策略以打造优质媒介品牌成为不容忽视的重要议题。本文将以我国主流媒体微博媒介品牌传播典范——人民日报官微为例,分析其在微博平台上的媒介品牌传播及推广策略,主要从媒介环境、媒介定位及传播内容三方面展开分析,以个案研究、内容分析法和文献研究为主要研究方法,引入CIS企业识别系统,分析总结在自媒体兴起、传播内容同质化以及用户属性多变的媒介环境下,人民日报官微在传播策略方面的成功经验和面临挑战,并提出对策,为我国主流媒体如何利用新媒体巩固、经营自身媒介品牌提供借鉴。
With the advent of the digital media era, the media has entered a period of scarcity of attention. The arrival rate of media communications is not only related to the content it disseminates. It also relates to which media brand the user selects and believes as the information receiving source. How to achieve effective communication and optimization of communication strategies? To create a quality media brand has become an important topic that can not be ignored. This article will take the micro-blog media brand communication model of our mainstream media, People’s Daily as an example, to analyze its media brand communication and promotion strategy on Weibo platform, mainly from media environment, media positioning and content dissemination , With case studies, content analysis and literature research as the main research methods, the introduction of CIS enterprise identification system, analysis and summary of the rise in the media, the content of the homogenization of the media and user attributes changeable media environment, the People’s Daily official micro in the dissemination Strategy and successful experience in the face of challenges and put forward countermeasures for China’s mainstream media how to use new media to consolidate and operate its own media brand to provide reference.