作为报业转型突破口的社交媒体战略——基于国内104家代表性报纸“两微”的表现  

Social Strategy as a Breakthrough for Newspaper Transformation A Study on 104 Chinese Newspapers' Social Media Adoption and Online Performance

作　　者：辜晓进[1] 徐蔓[1] 张鑫瑶[1] 

机构地区：[1]深圳大学传播学院

出　　处：《新闻与传播研究》2017年第8期70-88,共19页Journalism & Communication

基　　金：国家社科基金一般项目"传统报业向融合媒体转型的路径选择:中美比较研究"(项目编号:15BXW015)的阶段性成果

摘　　要：经数年发展中国报纸"两微"平台已进入成熟期。通过对中央及各地最具代表性的主流报纸共104家的数据挖掘和分析发现:报纸微博开通数已进入零增长期;母报影响力、开通历史和发博频数与微博粉丝数呈正相关关系;微博原创率较高而微信公众号原创率很低;低更新频次和发布时间滞后严重影响公众号传播效果;公众号较微博更爱追逐潮流,同质化现象突出。This study explores how Chinese newspapers adopt the top two Chinese social media platforms, Weibo and WeChat, as their main digital platforms, accelerating newspapers' transformation. The study chooses 104 representative mainstream newspapers, including national, reginal and local ones, covering all provinces and large cities except Hong Kong, Taiwan and Macao, as samples for data collection and content analysis.Findings from the study include: The number of newspapers' Weibo accounts stopped increasing; There is a strong positive correlation between the number of Weibo followers and parent paper's brand, history of accounts registration and frequency of content release; Proportion of original content on Weibo accounts is much larger than those on We Chat media platform(MP); Most newspapers' WeChat MP lags behind their print editions in content release; Pursuing trending topics leads to content homogeneity on newspapers' WeChat MP.

关 键 词：社交媒体 报业转型 新浪微博 微信公众号 社交媒体战略 

分 类 号：G210.7[文化科学—新闻学]