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新媒体环境下看传统媒体与微博的结合

—以《新周刊》使用微博为例

作者姓名:朱丽 专业班级:2008100602 指导教师:罗爱华

摘 要

在大众创造内容并彼此交换信息的Web 2.0时代,每个人都是一个"自媒体",都会是信息的生产者或接受者。这一理念在微博的功能中体现得淋漓精致。作为 Web 2.0社会当下最新最流行的网络媒介,微博不仅让我们的交流方式更简单方便,也为传统的传播格局带来了挑战。微博虽“微”,却以极快的速度席卷了全球,尤其是近几年更是以迅猛的速度在中国发展,它独特的传播特性吸引了学者们的注意。正是因为微博开创了人际传播的新模式,是传播媒体中的新成员,对突发事件传播具有得天独厚的速度优势,为传统媒体提供了更多的线索,一些传统媒体已在寻求与之融合的发展之道。 本文通过对中国学术期刊等数据库中的文献分析,在借鉴和吸收以往研究成果的基础上,进行整理和思考,再通过一个个案的研究,以《新周刊》使用新浪微博为例,探讨了在新媒体当道的形式下,微博的优势与劣势,并研究了传统媒体利用微博的特点,探讨了传统媒体如何与微博相结合,发挥其优势,开拓更广的信息源,吸引更多的受众,打造更广的传播平台。当下,新媒体已为传统媒体提供了更多的资源,扩大了传统媒体的发展空间,两者融合发展,和谐共生,已成一种趋势。

关键词:微博 传统媒体 共生 关系

Under the new media environment, study a combination of traditional media and Microblog
—Take New Weekly’s use of Sina Microblog as an example
Abstract: In the Web 2.0 era in which everyone of the public can create and exchange information, everyone is a self-media and is a producers or a recipient of information. This idea reflected in the Microblog incisively. As the latest and most popular Web 2.0 social network medium, Microblog will not only make our communication more simple and convenient, but also challenge the traditional spread pattern. Although Microblog is “micro”, it swept across the world at great speed. Especially in recent years, Microblog spreads and develops in China at an unprecedented speed, thus attracting many scholars. Because Microblog can create a new model of interpersonal communication, can provide more clues for traditional media and has an advantage of spreading sudden news, some of the traditional media have sought to integrate development with Microblog. In this thesis, through analyzing articles in the database of academic journals and other literature, learning and absorbing the past researches and organizing and rethinking a case by using an example of New Weekly’s use of Sina Microblog, I probe into the pros and cons of Microblog

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