《乌鲁木齐晚报》生存现状及发展模式探悉

【作者】 李悦；

【导师】 周笑； 李泓冰；

【作者基本信息】 复旦大学 ， 新闻与传播（专业学位）， 2013， 硕士

【摘要】 在我国经济相对发达地区的传统媒体——包括都市类报纸——饱受生存与变革之困的情况下,《乌鲁木齐晚报》作为一个有点孤立的个案,存活得相对安逸。本文旨在全面探讨这一个案中可能存在的共性问题,因此,具备深远的理论与现实意义。虽然,《乌鲁木齐晚报》生长并发展于一个相对独特的媒介生态系统当中,但是,通过对个案与个性的剖析,依然可以折射出乌鲁木齐都市类报纸在发展过程中所共同面对的问题。而个案的改善,对新疆地区报业的整体发展也有着非常重要的意义。与此同时,本文也期望能够为中国西部地区报业的潜在改革者提供思考角度与改革依据。本文首先进行历史的梳理与格局的探析,包括：乌鲁木齐都市类报纸发展历史以及乌鲁木齐各都市类报纸的母体架构。然后,在此基础之上,重点分析《乌鲁木齐晚报》的生存现状,包括：政治与政策环境的和谐为先,经济环境的持续弱势,制度环境的诸多问题,专刊运营的求多求全,广告营销的急功近利,以及内容粗糙、风格模糊等问题,以此为基础,解析它的个性特征、内在原因,并最终落脚于发展模式,助力改革进程。更多还原

【Abstract】 Nowadays, traditional media, including the metropolis newspapers, suffer the battle for the existence and reform in the relatively developed areas in China. However,"Urumqi Evening News" survives relatively easy as a somewhat isolated case.This paper comprehensively explores the common factors in the case, so it has far-reaching significance both in theory and reality."Urumqi Evening New" is born and raised in a relatively independent media ecosystem. However, it still can reflect the common problems encountered by the metropolis newspapers in Urumqi in the process of development. And the improvement of the case has great influence on the newspapers in Xin Jiang. Meanwhile, the paper hopes to provide some thinking angles and practical recommendations for the reformers.First of all, the paper will comb the history of metropolis newspapers in Urumqi and analysis the matrix structure of them.Then, on this basis, the paper will analysis the existence status of "Urumqi Evening News", which contains the environment in political, economy, institutional, advertisement, and newspaper content and style. Basing on it, the paperwill analysis its personality traits, the underlying reasons and trends.Finally, the paper will search a relatively appropriate development pattern for "Urumqi Evening News" and help the reform process.更多还原