摘要
在媒介技术的推动下,微传播成为新闻传播领域的新业态,我国主流媒体迅速调整发展战略,积极打造并大力发展信息微传播平台。与传统时期相比,主流媒体微传播变迁路径可概括为三个方面:从“封装”式组织形态到社会交往式生成,从内容为王到优质内容对接终端应用,从受众场域转向用户场景。主流媒体微传播作为新生平台,受诸多因素影响,尚处于需要不断摸索发展路径的初期阶段。为了提升其传播效能,从业者需要强化专业,打造品牌,复兴主流公信力与影响力;深度植入新媒体思维,精耕微传播领域,增强主流媒体微传播的聚合力与扩张力。
Driven by media technology,micro communication has become a new business form in the field of news communication.China’s mainstream media have rapidly adjusted their development strategies and actively created and vigorously developed information micro communication platforms.Compared with the traditional period,the evolution path of micro communication of mainstream media can be summarized as follows:From the“encapsulation”organizational form to the social interaction type generation;From content based to high quality content docking terminal application;From audience domain to user scenario.As a new platform,the mainstream media micro communication is affected by many factors,and it is still in the initial stage of exploring the development path.From the perspective of improving communication efficiency,practitioners need to strengthen their professionalism and build brands,and at the same time,revive the mainstream credibility and influence,deeply implant new media thinking and accurately open up the field of micro communication,so as to enhance the cohesion and expansion of mainstream media in micro communication.
作者
郭勋亚
GUO Xun-ya(School of Literature and Journalism,Baoji University of Arts and Science,Baoji 721013,Shaanxi)
出处
《宝鸡文理学院学报（社会科学版）》
2021年第5期121-125,共5页
Journal of Baoji University of Arts and Sciences：Social Science Edition
关键词
主流媒体
微传播
效能提升
mainstream media
micro communication
efficiency improvement
