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随着目前报刊市场竞争日益激烈,媒体竞争已经开始进入品牌时代。在价格战之后,各报纷纷张扬自己的品牌特色,使报纸不管是在内容定位还是经营策略上都和其他报纸形成明显差异,以求在竞争白热化的媒体市场中为自己占据一席之地。然而实际情形如何呢?翻开当今的报纸,看到的却是各报内容大同小异,缺少特色,缺乏原创性,轻易就可以看到从标题到内容以及结构完全一致的新闻。新闻内容同质化已经成为阻碍新闻媒体健康发展的瓶颈之一。
With the increasingly fierce competition in the newspaper market, media competition has begun to enter the brand era. After the price wars, various newspapers published their own brand names one after another to make the newspapers clearly differ from other newspapers in terms of content positioning and business strategy, in order to occupy a place for themselves in the highly competitive media market. However, what is the actual situation? Opened up today’s newspapers and saw the contents of newspapers are similar, lack of features, lack of originality, you can easily see from the title to the content and exactly the same structure of the news. The homogenization of news content has become one of the bottlenecks hindering the healthy development of news media.