【作者】 刘妍；

【导师】 蒋蕾；

【作者基本信息】 吉林大学 ， 新闻学， 2015， 硕士

【副题名】以《南方都市报·公益周刊》《京华时报·公益周刊》为例

【摘要】 在新媒介融合时期，“纸媒消亡论”甚嚣尘上，公益事业报道作为缓解社会矛盾、引导社会风气的报道，有助于纸媒赢得受众的信任。尤其是在2008年“公益元年”之后，公益事业报道的价值得到媒体及公众广泛的重视，它激发公众的公益热情，推动媒体的完善壮大，也促进公益事业自省与创新，更加速我国向“公益中国”历程转化的步伐。《南方都市报·公益周刊》是南方最具影响力的都市报纸，位于经济发达的珠三角地区，公益事业发展态势良好；《京华时报·公益周刊》依托北京，是各类信息政策的源头，公益事业发展有迹可循。本文选取《南方都市·公益周刊》和《京华时报·公益周刊》这两份南北方最具代表性报纸为样本，对其他报纸具有指导借鉴意义。样本选取2013年一整年“公益周刊”中公益事业报道进行议题、体裁、倾向性、报道时段等方面的数据统计分析和文本分析，并结合报道中出现的具体案例，总结出目前我国纸媒公益事业报道的内容特征，分析我国公益事业报道取材与方式上存在的局限性。而目前纸媒也不仅仅是公益事业信息的报道者，而是积极的公益活动组织者，因此本文重点探讨公益报道策划要遵循新闻真实性原则，规避商业炒作的利用，通过议程设置功能发挥宣扬公益理念，引导社会风气的作用，配合公益报道将公益事业推向新公益阶段。最后本文对未来公益事业报道的发展提出几点建议，即突破僵硬化的报道模式，注重媒体管理以及对媒体人职业素养与专业化知识的培养，最重要的是媒体要打造以公益品牌为核心的新发展之路，发挥公益报道策划的优势。另外媒体报道者要适度转变身份，参与组织公益项目，充分体现意见领袖的价值，梳理出未来公益事业报道发展的清晰脉络。更多还原

【Abstract】 In the new media mergence, die "print", public welfare undertakingsreported as ease social contradictions, guide social ethos, help to print to winthe trust of the audience. Especially after the "public interest" of the first year of2008, the value of public welfare undertakings reported by the media and thepublic widely attention, it arouse the enthusiasm for public welfare, promotethe improvement of the media, introspection and innovation, and promotepublic welfare undertakings more accelerate the transformation of China’shistory to the "public China".“Southern metropolis daily· public welfare weekly is” the most influentialsouthern metropolitan newspapers. It’s located in the economically developedPearl River Delta, so public welfare undertakings is developing very well.’Jinghua times· public welfare weekly’ relying on Beijing, is the source of allkinds of information policy,development of public undertakings have erratically.They are the most representative newspaper in north and south China, so Ichoose them as samples in this paper. They will have guiding significance tothe other newspapers. Samples selected from2013a full year ’Commonwealweekly’, I’ll have a statistical analysis of data and text analysis about reports ofpublic welfare’s issues, genre, orientation, reports time etc. And combined itwith reports, summed up the content features of print media reports of publicwelfare in our country now. And also make an analysis of the limitation ofmaterials and way in our country reports of public welfare. And the print is notmerely a reported information on public welfare undertakings, but positivepublic welfare activities of the organizers to discuss principle of news authenticity that reports of public welfare and planning have to follow, andavoid the use of commercial hype. Through agenda-setting function topromote public welfare concept and guide the general mood of society.Cooperate with the public welfare reports to push the welfare undertakings intothe new stage.At last, thinking the development of public welfare undertakings for thefuture. Break through the rigid model of reports, pay attention to the mediamanagement and the cultivation of media literacy and vocational skills. Themost important is building the developing road that media brand as the core. Isthe most important media to create good brand as the core of the newdevelopment, public welfare coverage planning advantages into full play. Othermedia reporter to moderate transformation of identity, to participate in theorganization of public projects, fully embodies the value of opinion leaders,tease out report clearly the development of future public welfare undertakings.更多还原