【作者】 陈洁；

【导师】 麦尚文；

【作者基本信息】 暨南大学 ， 新闻与传播 融合新闻（专业学位）， 2023， 硕士

【摘要】 新闻客户端是地方媒体融合中最主要的自建平台,打造新闻客户端,是传统媒体在全媒体时代抢占话语权、挺进舆论主阵地、推进深度融合的关键举措。但目前,地方主流媒体客户端的整体建设效果并不理想。本文从场景的视角出发,以深圳特区报旗下的“读特”客户端为案例进行分析,探求地方媒体新闻客户端在场景应用上的问题和经验,以期为地方主流媒体的客户端发展提供一定程度上的参考。在移动互联时代下,终端背后就是用户,要获取用户、实现与终端的连接,场景是关键要素。本文梳理了地方媒体融合中常见的场景应用视角,并总结了场景促进客户端创新发展的三大要素和三个过程。从三大要素与过程出发,本文以“读特”为研究对象,剖析了“读特”客户端的场景应用实践。研究发现,“读特”的场景应用思路是以用户要素为中心,以场景技术为支撑,为用户创造沉浸式体验、推出适配性的信息、产品和服务。具体而言,在客户端的定位规划中,“读特”以城市特色和用户需求为依据明确了客户端的定位,影响着客户端的发展方向和人员机制改革;在内容建设中,技术与内容结合推出联动直播和“读特”飞卡两种创新模式;在场景定位中,“读特”下沉至区级场景,实现资讯与服务的适配,同时打通了四级传播体系中基层两级的合作;在关系连接上,精准构建用户场景,根据城市人口特点推出“鹏友圈”服务。但是,从场景的视角看,“读特”依旧存在一些局限性:线上服务场景不够完善、本地关系连接力度不强、技术团队也并未做到完全的自主管理。最后,本文综合概括了地方新闻客户端在场景应用上的问题,主要包括对用户共性场景考虑不充分导致的客户端定位模糊、不重视场景技术的应用导致内容与技术结合有欠缺、未构建和洞察用户场景而产生的服务拓展不足和多样繁杂、忽视场景和关系的结合导致用户不活跃。基于以上研究,本文提出地方媒体利用场景进行客户端建设的四个方向:地理场景与资讯深度结合并尽力打通四级传播体系、以用户场景为中心实现关系连接并提高用户活跃度、调整人力架构并拓展适配服务、重视对场景技术应用的创新性和自主性,以期为地方媒体新闻客户端的建设提供参考。更多还原

【Abstract】 News client is the most important self-built platform in the integration of local media.Building a news client is a key measure for traditional media to seize the right to speak,advance into the main position of public opinion and promote deep integration in the all-media era.But at present,the overall construction effect of local mainstream media client is not ideal.From the perspective of scene,this paper takes the "Dute" client of Shenzhen Special Zone Daily as a case study to explore the problems and experience of local media news client in scene application,in order to provide a certain degree of reference for the development of local mainstream media client.In the era of mobile Internet,behind the terminal is the user,to obtain the user and achieve the connection with the terminal,the scene is the key element.This paper reviews the common perspective of scene application in local media convergence,and summarizes the three elements and three processes of scene to promote the development of client innovation.Starting from the three elements and process,this paper takes "Dute" as the research object,and analyzes the application practice of "Dute" client scenario.It is found that the scene application idea of "Dute" is centered on user elements and supported by scene technology to create immersive experience for users and launch adaptive information,products and services.Specifically,in the positioning planning of the client,"Dute" defines the positioning of the client according to the characteristics of the city and the needs of users,which affects the development direction of the client and the reform of personnel mechanism;In the content construction,technology and content combined to launch linkage live broadcast and "Dute" fly card two innovative models;In the scene positioning,"Dute" sinks to the district-level scene,realizing the adaptation of information and services,and opening up the cooperation between the grass-roots two levels in the four-level communication system;In relation to the connection,the user scene is accurately constructed,and the "Pengyou Circle" service is launched according to the characteristics of the urban population.However,from the perspective of the scene,"Dute" still has some limitations: the online service scene is not perfect,the local relationship connection is not strong,and the technical team has not achieved complete autonomous management.Finally,this paper summarizes the problems in the application of local news client in the scene.It mainly includes fuzzy client positioning caused by insufficient consideration of user common scenarios,lack of combination of content and technology due to lack of attention to the application of scene technology,lack of service expansion and diversity caused by lack of construction and insight into user scenarios,and neglect of the combination of scenarios and relationships resulting in inactive users.Based on the above research,this paper proposes four directions for local media to use scenarios for client construction: The geographic scene is deeply integrated with information and strives to open up the four-level communication system,realizes the relationship connection and improves the user activity with the user scene as the center,adjusts the human structure and expands the adaptation service,attaches importance to the innovation and autonomy of the application of scene technology,in order to provide references for the construction of local media news clients.更多还原