《潇湘晨报》“软文”现象分析

发布时间：2018-06-02 05:04

本文选题：“软文” + “硬广告”　；参考：《湖南师范大学》2010年硕士论文

【摘要】： 我国报纸在广告传播上充斥着一种广告与新闻混杂的现象。那种千方百计混淆新闻与广告的本质区别,将新闻文体移植于广告文字,或是将广告信息置入新闻报道中的一类文章,业界称之为“软文”。从传播行为角度看,“软文”的产生离不开新闻、公关、广告三种不同传播行为的交叉互动。新闻本是为社会公众服务,是社会的观察家和人民的代言人,而工商企业主却利用新闻公正客观的形象,将广告以更为隐秘的方式传递给受众,以达到宣传企业形象,促销产品的目的。从本质上讲,“软文”就是披着“新闻”外衣的商业性广告,“软文”的泛滥使我国报业的传媒公信力受到极大挑战。目前,学界对于“有偿新闻”的研究颇为充分,而对于“软文”现象的专门研究还并不多见。因此,笔者选取了湖南最具代表性的大型都市报纸《潇湘晨报》2001年到2008共8年的报纸做为抽样分析样本,研究报纸“软文”的发展历程和现状,探索影响“软文”变化的因素及原因。本文运用内容分析法,研究8年来《潇湘晨报》样本中报纸总页数、总文章数、总新闻数及总广告数的变化,分析出报纸广告数量大致呈历年增长趋势,而新闻数量则呈历年下降趋势。接着本文便从“硬广告”和“软文”历年数量变化入手,分析出在2001年到2008年这八年中,“软文”数量确实呈现逐年增长的趋势。在接下来的章节中本文还对医药、地产、美容、汽车等不同行业类别的“软文”数量做了统计分析,发现医药、美容、电器类的“软文”广告数量位居“软文”总数前三甲。之后,本文对2个文本个案进行深入的文本阐释,揭示出最具代表性的新闻型“软文”和科普型“软文”中,商家掩盖广告身份身份、混淆读者视听的个中玄机。
[Abstract]:There is a mixed phenomenon of advertising and news in the spread of advertising in Chinese newspapers. That is to confuse the essential difference between the news and the advertisement, to transplant the news style to the advertisement, or to put the advertising information into the news report. The industry calls it "soft text". The news, public relations, advertising, the cross interaction of three different communication behaviors. The news book is the social public service, the social observer and the spokesperson of the people, while the business owners use the image of fair and objective news to convey the advertisement to the audience in a more secret way, so as to promote the image of the enterprise and promote the product. In essence, the "soft text" is the commercial advertisement of the "news" coat. The spread of "soft text" has greatly challenged the media credibility of the newspaper industry in China. At present, the study of the "paid news" is quite sufficient and the research on the phenomenon of "soft text" is not much. Therefore, the author chooses Hunan The most representative large urban newspaper, Xiaoxiang Morning paper from >2001 to 2008 for 8 years as sample analysis sample, studied the development process and present situation of the newspaper "soft text", and explored the factors and causes affecting the change of "soft text".
In this paper, the content analysis method is used to study the total number of pages, the total number of articles, the total number of news and the total number of advertisements in the sample of Xiaoxiang Morning paper for 8 years. In the eight years from 2001 to 2008, the number of "soft articles" is increasing year by year. In the following chapters, the number of "soft articles" in different categories of medicine, real estate, beauty and automobiles has been statistically analyzed, and the number of "soft text" advertisements in medicine, beauty and electricity is found in the total number of "soft articles". After the first three sets, this article makes a thorough text interpretation of the 2 text cases, revealing the most representative news type "soft text" and popular science type "soft text", the merchant conceals the identity of the advertisement, and confuses the reader's vision.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G213

【引证文献】