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微传播深刻改变了信息传播方式,带来了新闻传播生态的裂变。在传统媒体和新媒体两个舆论场话语权的争夺中,针对微传播语境下人们快感式阅读的新特点、新变化,电视新闻人如何创新大传播理念,有效掌控舆论引导的主动权和主导权?如何坚守“内容为王”的核心价值,发挥资源优势,在策划性传播、整体传播、准确传播和深度传播上重磅发力?如何保持新闻的敏锐性,创新报道模式,讲好新闻故事,从而实现电视新闻传播力、影响力和引导力的放量提升?本文结合实践,围绕上述问题进行探讨,希望能给当下的电视新闻报道提供参考。
Micro-dissemination has profoundly changed the mode of information dissemination, bringing about the fission of the ecology of news dissemination. In the competition of discourse power of the two media of traditional media and new media, in view of the new characteristics and new changes of people’s pleasure reading in the context of micro-communication, how can TV news people innovate the concept of large-scale communication, control the initiative of public opinion guidance effectively How to Maintain the Core Value of “Content as the King”, Give Full Play to the Superiority of Resources, Develop Heavyweight in Planned Sex Dissemination, Overall Dissemination, Accurate Dissemination and In-depth Dissemination? How to Maintain the Sense of News, Innovate the Report Mode, Make a good news story, so as to realize the magnificence of television news transmission power, influence and guidance force .This paper discusses the above issues with practice in the hope of providing a reference for the current television news reports.