微博时代报纸媒体的应对策略
关键词：微博时代；报纸；应对策略
Coping Strategy of Newspaper in Microblog Age
Abstract: In the microblog age, newspaper media is faced with significant challenges. With its great advantages in transmission, microblog has greater influence on the news execution and transmission methods of traditional media and brings unprecedented impact and challenge for the development of newspaper industry. Compared with microblog, traditional newspaper media has unavoidable disadvantages in its timeliness, interactivity, transmission contents and range. But in the mean time, newspaper has many strong points accumulated after years of developing that microblog does not have. The strong points can help newspaper media to get through the close siege of microblog to get new life. This paper analyzes the advantages of newspaper and illustrates its breakthrough methods from the following aspects: inheriting credibility and influence, adhering to exclusive in-depth reports, taking advantage of policies and resources, transforming traditional image and promoting transmission of multimedia integration.
Key Words: Micro-blog Era; Newspaper; Coping strategy
目 录
摘 要 1
Abstract 1
一、微博时代下报纸媒体发展现状 2
（一）微博时代的媒介背景 2
（二）报纸媒体的发展现状 3
二、微博时代的报纸竞争劣势分析 3
（一）时效性差 3
（二）互动性弱 4
（三）传播内容有限 4
（四）传播范围窄 5
（五）审美价值过低 5
（优尔）成本过高 5
三、报纸媒体在微博时代下的应对策略 6
（一）传承公信力和影响力 6
（二）坚持独家深入报道 7
（三）巧用政策和资源优势 8
（四）转变传统纸媒形象 8
（五）推进多媒体整合传播 8
参考文献 10
微博时代报纸媒体的应对策略
1833年，《东西洋考每月统计传》是第一份在中国境内出版的中文报刊，从那个时候起，报纸就成为人们获得信息来源的主要方式之一，在人们的日常生活中起到了非常重要的作用。可是进入二十世纪以后，报纸在人们生活中的地位发生了重大变化，报纸正日益受到其他媒介的威胁。报纸经历了收音机广播、电视、网络和手机媒体的冲击和挑战，顽强地生存下来。在微博时代，报纸能否经受住新一轮的冲击而生存下来，这个问题值得我们深思。如果要很好的去解决这些问题，需要我们运用科学的眼光和思文审视报纸业的优劣所在，进而取长补短、获得新生。
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