摘要
社区化是数字时代分众传播走向成熟与深化的产物,也是当代媒体组织发展的可能性趋势。社区报纸以社区为传播原点,面向特定社区提供信息服务,是一种典型的社区媒体。文章以澳大利亚社区报纸为考察对象,从媒介角色、采编方针、受众定位、报道内容、广告盈利、运营模式等多个面向展开具体的策略分析,以阐释社区报纸如何在实践中真正实现社区化,并探讨对我国社区报纸运营的启示。
To be community-oriented is an evolution of the mass-decentralized communication model and a potential trend of contemporary media organization's development. Community newspaper, whose operation centers around community and which is designed to provide specific information service to community, can be considered as a typical community-oriented media. This research takes community newspaper in Australia as a case study to explore how community newspaper manages to realize its community-oriented goal through multi-facet strategies including media role, editing policy, target audience, content, advertising revenue and management model. It also discusses what Chinese community newspapers can learn from the experience of their Australian counterparts.
作者
谢杨柳
XIE Yang-liu(College of Literature and Journalism,Sichuan University,Chengdu 610064, China;School of Art,Southwest University of Science and Technology,Mianyang 621010, China)
出处
《编辑之友》
CSSCI
北大核心
2019年第1期102-106,共5页
Editorial Friend
关键词
社区化
社区报纸
社区媒体
传播策略
community-oriented
community newspaper
community media
communication strategy
