中央媒体微博运营策略分析

发布时间：2018-06-15 23:39

本文选题：中央媒体 + 微博　；参考：《四川外国语大学》2013年硕士论文

【摘要】：2012年7月21日的北京暴雨之夜，人民日报开通法人微博，仅用了四个月时间，粉丝数就突破报纸发行量，影响力与日俱增。迄今为止，新华社、人民日报、中央电视台、中央人民广播电台等主要中央级媒体已相继开设微博，在一些重大新闻事件中频频发声，形成了“微博国家队”特殊影响力。这很好地回应了中央的指示精神：“主流媒体要积极主动进军微博领域，办好法人微博，鼓励编辑记者开办个人微博，把微博领域的主流声音做大做强。” 多年前，新华社前总编辑南振中就已经提到，在当下中国存在着“两个舆论场”。一个是党报、国家电视台、国家通讯社等形成的“主流媒体舆论场”，，忠实地宣传党和政府的方针政策，传播社会主义核心价值观；而另一个则是依托于口口相传、特别是互联网的“民间舆论场”，人们在网络上议论时事，针砭时弊，品评政府的公共管理。 2008年，在组建人民网舆情监测室时，人民日报也提出过打通体制内和民间“两个舆论场”，而打通这两个舆论场，不仅仅在于打通体制内、体制外舆论场，也在于打通新、旧媒体舆论场。人民日报等中央媒体开设微博，反映了新媒体时代中央媒体的改革趋势，即更加注重以微博为代表的新媒体运营，通过积极回应民意，主动设置议程，传播党和政府的方针政策、社会主义主流价值观，以对接“民间舆论场”，形成互联网上正面舆论的强势，致力于夺回互联网上的舆论高地。本文介绍了几家主要中央媒体微博的栏目设置、传播策略、影响力等基本情况，考查了它们在一些重大新闻事件中的表现。并以此为基础，探讨中央媒体微博如何打通“两个舆论场”。由于社会转型的加深、以微博为代表的新媒体的普及，中国形成了官方舆论场和民间舆论场两个相互制衡、又相互促进的舆论新图景。微博是形成“民间舆论场”的关键平台，而中央媒体则为“官方舆论场”的“喉舌”，中央媒体进驻微博折射出一些改革趋势，有必要进行研究。除此之外，观察中央媒体如何通过传播理念的创新、打通“两个舆论场”，对于融合“两个舆论场”，形成舆论合力也具有借鉴意义。
[Abstract]:On July 21, 2012, People's Daily launched corporate Weibo on a torrential night in Beijing. In just four months, the number of fans broke through the circulation of newspapers and became increasingly influential. So far, the main central media, such as Xinhua News Agency, People's Daily, CCTV and CCTV, have set up Weibo one after another, frequently speaking out in some major news events, forming the special influence of "Weibo national team". "the mainstream media should take the initiative to enter the Weibo field, run the corporate Weibo well, encourage editors to set up personal Weibo, and make the mainstream voice in the Weibo field stronger and stronger," he said. Nan Zhenzhong, former chief editor of Xinhua News Agency, noted years ago that there are "two public opinion fields" in China. One is the "mainstream media public opinion field" formed by party newspapers, state television stations and state news agencies, which faithfully propagate the principles and policies of the party and the government, and the core values of socialism; the other is based on word of mouth. In particular, in the "public opinion field" of the Internet, people talk about current affairs on the Internet, criticize the current situation and comment on the public administration of the government. In 2008, when setting up the people's net Public opinion Monitoring Office, People's Daily has also put forward the idea of opening up the two public opinion fields, which are not only in the system, outside the system, but also in the new and the old media. The opening of Weibo by central media such as People's Daily reflects the reform trend of the central media in the new media era, that is, pay more attention to the operation of new media represented by Weibo, and set the agenda actively by responding positively to public opinion. Propagate the principles and policies of the Party and the government, the socialist mainstream values, in order to connect with the "field of public opinion", form the positive public opinion on the Internet, and strive to retake the high ground of public opinion on the Internet. This paper introduces the program setup, communication strategy and influence of Weibo, and examines their performance in some important news events. And on this basis, to explore the central media Weibo how to open the "two public opinion field." Due to the deepening of social transformation and the popularization of new media represented by Weibo, China has formed a new picture of public opinion which is mutually balanced and mutually promoted by the official public opinion field and the folk public opinion field. Weibo is the key platform for the formation of "public opinion field", while the central media is the "mouthpiece" of "official public opinion field". The presence of central media in Weibo reflects some reform trends, so it is necessary to study. In addition, it is of great significance to observe how the central media through the innovation of communication ideas to open the "two public opinion fields" for the fusion of "two public opinion fields" and the formation of the resultant force of public opinion.
【学位授予单位】：四川外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206.2-F

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