【作者】 马琳；

【导师】 王杨；

【作者基本信息】 辽宁师范大学 ， 新闻与传播（专业学位）， 2022， 硕士

【副题名】以“央视新闻”抖音号为例

【摘要】 互联网新媒体的强势崛起使得传播生态发生了翻天覆地的变化,主流媒体的传播力和影响力呈下降趋势,新的媒介秩序亟需构建。在新闻实践的过程中,主流媒体将具有社交化和移动化属性的短视频平台作为变革的切入点,逐渐形成新的传播范式,在语态、文本和形式上都呈现出了亲近性的特征。本文以央视新闻在抖音平台上的实践为例,采用案例研究法、比较分析法、文本分析法和交叉学科研究法对样本进行研究,并引入日本电通公司开发的社交媒体时代沟通模型SIPS模式分析主流媒体新闻报道亲近性转向的传播效果,总结不足之处,以期为融媒体时代主流媒体的创新变革提供参考和建议。通过研究发现,主流媒体新闻报道的亲近性转向主要表现为题材类型多样化、叙事特征平等化、传播模式情感化几个方面,在传播范式上进化形成“混合情感传播模式”。分析可知,主流媒体新闻报道的亲近性转向背后的成因有很多,比如媒介标准的变化、受众注意力的分散、媒体分众化以及媒介话语权之争等。可以说,主流媒体的变革是时代必然,而亲近性转向作为顺应时代发展的创新手段之一,在重塑媒介格局的过程中发挥了巨大的功效。本研究按照SIPS模式共鸣、认同、参与、共享&扩散四个阶段,对传播效果进行分析得出,主流媒体新闻报道的亲近性转向可以满足用户情感诉求、打造国民共同体、通过构建互动仪式链加强互动与交流,促进主流文化与亚文化的融合,推动传播信息的共享与扩散。从提升传播力和舆论引导力方面来看,主流媒体新闻报道的亲近性转向无疑是一次成功的尝试。但改革并非一蹴而就,现阶段仍然存在诸如过分注重外在元素、煽情化表达、内容数见不鲜等问题。未来,主流媒体还需打破固有思维,积极探索更多的可能性,走出一条定位准确、特色鲜明的发展之路,更好的传递主流声音、服务广大受众。更多还原

【Abstract】 With the strong rise of new Internet media,the communication ecology has undergone earth shaking changes.The communication power and influence of mainstream media are declining,and a new media order needs to be constructed.In the process of news practice,the mainstream media takes the short video platform with social and mobile attributes as the entry point of change,and gradually forms a new communication paradigm,showing the characteristics of closeness in voice,text and form.Taking CCTV news as a case study,this thesis takes case study,comparative analysis,text analysis and cross disciplinary research to study samples.It introduces the SIPS model of communication model developed by tiktok in Dentsu Inc,Japan,to analyze the communication effect of the close proximity of mainstream media reports,and summarizes the shortcomings.In order to provide reference and suggestions for the innovation and reform of mainstream media in the era of financial media.Through the research,it is found that the closeness shift of mainstream media news reports is mainly reflected in the diversification of subject types,the equality of narrative characteristics and the emotional communication mode,which has evolved into a "mixed emotional communication mode" in the communication paradigm.The analysis shows that there are many reasons behind the closeness shift of mainstream media news reports,such as the change of media standards,the distraction of audience attention,the focus of media and the dispute over media discourse power.It can be said that the change of mainstream media is inevitable,and the closeness shift,as one of the innovative means to comply with the development of the times,has played a great role in reshaping the media pattern.This study analyzes the communication effect according to the four stages of resonance,identification,participation,sharing and diffusion of sips mode.It is concluded that the closeness shift of mainstream media news reports can meet the emotional demands of users,build a national community,strengthen interaction and communication through the construction of interactive ceremony chain,promote the integration of mainstream culture and subculture,and promote the sharing and diffusion of communication information.From the perspective of improving the communication power and public opinion guidance,the closeness shift of mainstream media news reports is undoubtedly a successful attempt.However,the reform is not achieved overnight.At this stage,there are still some problems,such as paying too much attention to external elements,sensational expression,content and so on.In the future,the mainstream media also need to break the inherent thinking,actively explore more possibilities,and walk out of a development path with accurate positioning and distinctive characteristics,so as to better convey the mainstream voice and serve the broad audience.更多还原