【作者】 章晓芳；

【导师】 赵振宇；

【作者基本信息】 华中科技大学 ， 新闻学， 2004， 硕士

【摘要】 新闻媒体公益活动策划,是有别于媒体日常新闻报道策划的一类策划形式。这类策划并非刚刚兴起的新鲜事物,亦不是我国媒体独有的举措,早在十九世纪,国外媒体就有公益活动策划的实践,只不过未将其冠之以“公益活动策划”之名,而大多将这类策划称作“媒介宣传运动”。纵观目前我国媒体实际运作,公益活动策划可谓相当火爆,而且通常与新闻报道策划结合紧密。媒体进行公益活动策划,符合事物发展客观规律、符合新闻报道规律、符合新闻职业道德规范,是与造假新闻截然不同的一种理性行为。媒体进行公益活动策划,有利于媒体扮演好不同时期的各种不同角色,有利于媒体实现其服务功能,有利于媒体完成正确有效引导舆论的社会职责,因而其存在是合理的。不仅如此,在知识经济时代媒体产业化经营道路上,公益活动策划是媒体打造媒体品牌、树立媒体形象,赢战媒介白热化竞争的一大法宝。从这个意义上来讲,媒体公益活动策划行为不仅是合理的,同时也是相当必要的,当然,其具体运作要遵循一定的流程与规范,方能取得理想效果。媒体在搞好新闻报道策划的同时,策划各种形式的公益活动为民解危济困,是肯定值得提倡的,但没有必要一味推崇、吹捧,因为,当我们强调公益活动策划的合理性及必要性时,同样不可忽视其不可避免的局限性及其在发展过程中出现的不良趋势。所以,合理运作、把握好度,才是我们新闻媒体及记者对待媒体公益活动策划的正确态度,也只有这样,才能保证其沿着正确的轨道正常发展,以促进我国新闻事业的繁荣。更多还原

【Abstract】 The plan of the public-spirited activity in medium, is a type of plan that to be different from the everyday news report plan of medium. This type of plan is not just fresh thing of rising, also is not our country medium ’act singly by oneself, and as early as 19 centuries, the abroad medium have possessed the practice of the public-spirited activity plans. Just this type of plans is not named with" the public-spirited activity plans", but mostly to be called" media propaganda campaign ".Take a wide view at the actual operation of our country medium currently, it may be said the public-spirited activity plans explode considerably fire, and usually combine with news report plans closely. That the medium proceeds the public-spirited activity plans, accord with the objective regulation of object development, accord with the principle of news report, accord with the news profession code of ethics, is entirely different with a kind of reason sexual behavior that concoct the news. That the medium proceeds the public-spirited activity plans, is favor of the medium to act as every kind of different role at simultaneous stage, is favor of the medium to realize its service function, is favor of the medium to complete the community responsibility of leading the public opinion correctly and effectively, as a result its ease is reasonable. Not only such, on the way of the medium industrialization being operated in knowledge-based economy ages, the plan of the public-spirited activity is a great magic weapon for the medium to create the medium brand and set up the medium image, win to fight the medium turning white-hot competition. Say on this sense, the behavior of the public-spirited activity planning in medium is not only reasonable, but also considerably indispensable. Certainly, its concrete operation will follow the certain process and norm, then can obtain ideal result. The medium is living to do well news report planning, and at the same time plans <WP=5>different types of public-spirited activities which serve the people. This is an affirmative deserving something to promote, but have no indispensability to praise highly, blow to hold persistently. For, when we emphasize the public-spirited activity planning’s rationality and indispensability, same can not neglect its inevitable limitations and its harmful tendency appearing in the develop process. Therefor, reasonable operation, holding good degree, is just right attitude that we news medium and reporters treat the medium public-spirited activity to plan, and also only like this, then can guarantee its normal development along the positive orbit, to promote the flourish of the our country journalism.更多还原