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新媒体时代,传媒格局在发生着急剧的转型,舆论生态出现了巨大的变化。在复杂开放的新媒体舆论空间,主流媒体的微博应当顺应哪些规律、遵从何种规则,如何提升舆论引导艺术,这是跨时代性的“必考题”。2013年6月25日,中国社科院新闻与传播研究所、社会科学文献出版社联合发布了《中国新媒体发展报告(2013)》(以下简称蓝皮书)。蓝皮书分析,2012年,微博“国家队”异军突起,新华通讯社、人民日报、中央电视台等中央媒体齐齐发力,在微博舆论场尝试主导“微话语权”。中央级媒体微博的崛起,改
In the new media era, there has been a drastic transformation in the media landscape, and great changes have taken place in the media ecology. In the complex and open space of new media public opinion, what rules should be complied with in the micro-blogging of the mainstream media and what rules should be followed? How to enhance the media-led art? On June 25, 2013, the Institute of Journalism and Communication of Chinese Academy of Social Sciences and the Social Sciences Academic Press jointly released the “China New Media Development Report (2013)” (hereinafter referred to as the Blue Book). Blue Book analysis, in 2012, microblogging “national team ” a sudden emergence, Xinhua News Agency, People’s Daily, CCTV and other central media work together to try in the micro-blog public opinion “micro-discourse ”. The rise of the central media microblogging, change