论文部分内容阅读
随着传播技术的变革和互联网的兴起、普及,越来越多的曲折、困难横亘在传统媒体的发展之路上。新媒体环境下,“纸媒已死”的言论甚嚣尘上,受众注意力的转移与阅读兴趣的改变,使得人们在选择信息载体的时候更倾向于获取便利、收发迅速、反馈及时的两微一端。这种转变也在一方面给了传统媒体新的机遇和挑战,传统媒体要如何适应形势的发展,满足变化的用户需求,调整传播与运营策略,以克服当前的困境,是当下应着重探讨的课题。本文主要探究微信公众号的发展近况和具体的信息生产模式并联系典型的传统媒体开通微信公众号的成功实践,深度剖析传统媒体的当下转型之路,实现新时代纸媒与微信公众号的完美融合和共生。
With the change of communication technology and the rise of the Internet, popularization, more and more twists and turns, difficulties lie in the development of traditional media. Under the new media environment, the remarks about the death of paper media are rampant. The audience’s shift of attention and the change of reading interest make people tend to be more convenient, receive and send quickly, and have timely feedback when choosing information carriers . This transformation also gives new opportunities and challenges to traditional media on the one hand, how traditional media should adapt to the development of the situation, how to adapt to changing user needs, and to adjust its communication and operation strategies so as to overcome the current dilemma Question. This paper mainly explores the recent developments of WeChat public account and the specific mode of information production and the successful practice of typical traditional media launching the WeChat public account to thoroughly analyze the current transition road of traditional media and achieve the perfect integration of the new media and WeChat public account And symbiosis.