【作者】 李洁；

【导师】 仝文瑶；

【作者基本信息】 河北师范大学 ， 新闻与传播硕士（专业学位）， 2020， 硕士

【摘要】 基于互联网技术发展的新媒体以信息量大、传播范围广、传播形式更灵活等诸多优势拥有了更多的受众。特别是移动智能手机的普及给越来越多的受众提供了更加便捷的信息接收渠道,新的传授关系应运而生。互联网舆论场趋于多元化,舆论阵地逐渐向移动互联端转移。以往居于中心地位的主流媒体话语权被不断分解。新兴媒介对传统媒体造成巨大冲击,传统主流媒体的影响力已不复昔日的辉煌。党的十八大以来,中央对主流媒体改革发展做出了许多部署谋划,以人民为代表的主流媒体积极探索新形势下的发展路径,开拓覆盖范围广、传输内容丰富的全媒体平台传播体系,创造出一系列具有较高影响效果的爆款产品,为主流媒体在新形势、新环境下的发展战略提供了借鉴参考。本文就是以此为背景开展研究。对主流媒体和媒体影响力相关研究成果进行梳理后,本研究以媒介影响力发生作用的三机制为主要的观察的切入点,三机制理论强调媒体规模和特色竞争是吸引受众主动选择的主要手段,优质内容带来的情感摩擦以保持受众的忠诚度,通过捕获、覆盖具有社会能力的目标受众来提升媒介传播影响力。笔者选取了人民日报“两微一端”2019年发布信息中影响力较好的内容为观察样本,通过实证分析的研究方法,从媒体传播的内容、形式、渠道、新媒体产品角度出发,探析人民日报“两微一端”如何引导受众对媒体的接触、接收和认同。结合以人民日报为代表的主流媒体新形势下的发展策略研究以及当下媒介发展态势和国内媒体环境,本研究提出前瞻性思考。在新的传播环境下,主流媒体在强化自身传播影响力的道路上要坚定不移地遵从马克思主义新闻观下的新闻专业主义。在新形势下把握我国媒体发展政策,紧跟媒介发展趋势,及时调整传播思维和传播理念,以适应新形势下的传播规律。加紧对新形势下传播内容建构、受众行为特点研究,遵循新形势下的新规律,充分发挥媒体作用。面对传播业态中的新挑战、新情况,新闻传播从业者也要强化新思考,树立法律意识,坚持新闻从业者的职业道德,让主流媒体在新的传播环境下依然“主流”。更多还原

【Abstract】 Based on the development of Internet technology,new media has more audiences with many advantages,such as large amount of information,wide range of communication,more flexible form of communication and so on.In particular,the popularity of mobile smartphones provides more and more audiences with more convenient information receiving channels,and new teaching relationships emerge.The Internet public opinion field tends to be diversified,and the public opinion position gradually shifts to the mobile internet terminal.In the past,the discourse power of the mainstream media,which was in the central position,has been constantly decomposed.The new media has a great impact on the traditional media,and the influence of the traditional mainstream media is no longer brilliant.Since the 18 th National Congress of the Communist Party of China,the central government has made many plans for the reform and development of the mainstream media.The mainstream media represented by the people actively explore the development path under the new situation,open up a wide range of all media platform communication system with rich transmission content,create a series of high impact products,and develop the mainstream media in the new situation and new environment The strategy provides reference.This paper is based on this background.After sorting out the research results related to mainstream media and media influence,this study takes three mechanisms of media influence as the main observation entry point,and selects the better influential content in the information released by people’s daily in 2019 as the observation sample,From the perspective of the content,form,channel and new media products of media communication,this paper analyzes how the "two micro ends" of the people’s daily guide the audience to contact,receive and identify with the media.Combined with the research on the development strategy of mainstream media in the new situation represented by people’s daily,the current media development situation and domestic media environment,this study puts forward forward forward forward forward forward forward forward forward-looking thinking.In the new communication environment,the mainstream media should unswervingly follow the journalistic professionalism of Marxism on the way of strengthening their communication influence.Under the new situation,we should grasp the media development policy of our country,keep up with the media development trend,and adjust the communication thinking and ideas in time to adapt to the communication law under the new situation.We will intensify research on the construction of communication content and the characteristics of audience behavior in the new situation,follow the new rules in the new situation,and give full play to the role of the media.In the face of new challenges and new situations in the communication industry,the news communication practitioners should also strengthen new thinking,establish legal awareness,adhere to the professional ethics of the news practitioners,and let the mainstream media remain "mainstream" in the new communication environment.更多还原