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今天所以来谈这个话题,是因为在当前的形势下,“党报的核心竞争力表现出新的时代特征,正被重新建构权威性、亲和力、贴近性三位一体的样式”(樊昌志)。就是说,权威性已不能单独成为党报的核心竞争力,亲和力在报纸宣传中的作用越来越凸现。而在现实工作中,我们又确实存在亲和力缺乏的问题。 亲和力这个概念,原是指化学上两种物质间结合时互相作用的力。把它用在新闻传播上,我的理解就是指,媒介与受众相互间关切与亲合的程度。表现为媒介对受众需求的关注与满足程度,受众对媒介的认知、喜欢程度。报纸的亲和力直接影响读者忠诚度的生发。增强报纸亲和力的目的,就是为了吸引更多的读者看我们的报纸,扩大报纸的影响力。 军报作为中央军委机关报,经过将近50年的经营,以其特殊的地位,独有的军事特色,可信度高的权威的大报风范,赢得了一代一代广大官兵的喜爱,拥有了一支近乎
The reason why we talk about this topic today is that under the current situation, “the core competitiveness of the party newspaper shows new characteristics of the times and is being rebuilt into a trinity of authority, affinity and closeness” (Fan Changzhi). That is to say, the authority can no longer become the core competitiveness of the party newspaper alone, and the affinity plays an increasingly prominent role in the newspaper publicity. In reality, we do have the problem of lack of affinity. The concept of affinity, originally refers to the chemical interaction between the two substances when the force. To use it in news media, my understanding refers to the degree of mutual concern and affiliation between the media and the audience. The performance of the media on the needs of audiences attention and satisfaction, the audience’s awareness of the media, like the degree. The affinity of the newspaper has a direct impact on the growth of reader loyalty. The purpose of enhancing the affinity of the newspaper is to attract more readers to read our newspapers and expand the influence of the newspapers. As a newspaper of the Central Military Commission, the military army has enjoyed the love of the officers and men of generations of generation after nearly 50 years of operation, with its special status, unique military characteristics and high credibility and authority. It has a Nearly