影响党报新闻宣传效果的因素分析  

An observation of the factors affecting the publicity effect of the Party's newspapers

作　　者：王首程[1] 

机构地区：[1]广州大学新闻与传播学院,广东广州510006

出　　处：《广州大学学报（社会科学版）》2005年第12期81-85,共5页Journal of Guangzhou University:Social Science Edition

基　　金：广州市社会科学基金项目《党报新闻宣传效果研究》的成果之一

摘　　要：今天的党报依然有版面宣传热热闹闹,受众反映冷冷清清的现象,其原因和新闻题材陈旧、表述手法单一、行文不守规范且只讲宣传、无论效果有关。为改进宣传效果,党报需要进一步面向市场聚集宣传能量,并在此基础上增强版面意识,调整新闻头条的选择视角,革新新闻图片的镜头取向,严格把守和清晰地交代新闻的消息源,并在新闻报道的说话方式上坚守新闻规律,谨慎使用语言文字。The Party＇ s newspapers are thought to be enthusiastic in making efforts to increase their effect of publicity. But in terms of feedback from the readership the situation is far less encouraging. This phenomenon is attributed to the fact that their themes are out of date, their means of presentation are monotonous, their writing style is not in agreement with the norms and inadequacy in attention to effects. To improve the situation, the Party＇ s newspapers need to increase their attractiveness, develop the awareness of characteristic columns, readjust their perspective of headline news, change their orientation of picture news and conform to the norms of journalism and be cautious in using literary language.

关 键 词：党报新闻 公信力 宣传效果 观察 

分 类 号：G212.2[文化科学—新闻学]