媒介转向与角色变迁:党报转型发展的双轨路径  

Media Steering and Role Transition:Two-track Path of Party Newspaper Transition

作　　者：黄海燕 HUANG Hai-yan(School of Journalism and Communication,Central China Noramal University,Wuhan 430079,China;School of Humanities&Journalism,Yichun University,Yichun 336000,China)

机构地区：[1]华中师范大学新闻传播学院,湖北武汉430079 [2]宜春学院文学与新闻传播学院,江西宜春336000

出　　处：《宜春学院学报》2018年第4期103-107,共5页Journal of Yichun University

基　　金：2015年教育部青年项目"媒介融合背景下的新闻叙事研究"(项目编号:15YJC860006);2017年华中师范大学研究生教育创新资助项目"中国社会转型期民意的大众传播与政治效能研究"(项目编号:2017CXZZ108)

摘　　要：党报转型发展的关键在于实现"联接力"的飞跃。这需要党报:在介质形态上完成从纸本到新媒体的媒介转向,通过自身人才、资金和政策优势转型为平台型媒体;在身份定位上完成从宣传者、传播者到宣传者、传播者和联接者"三位一体"的角色变迁。媒介转向和角色变迁的双轨路径是党报在新的媒介生态环境下顺利完成政治社会化工作的场景转换,牢牢把握舆论主导权的必由之路。The key of the transformation and development of the party newspaper is to realize the leap of“connecting ability”.This requires that the party newspaper should complete the media transformation from paper to new media in medium form,and actively use its talents,capital and policy advantages to transform into a platform media.The role of“trinity”,from propagandist and disseminator to propagandist,disseminator and connecter,has been completed in the position of identity.The dual track of media steering and role transition is the necessary way for the party newspaper to successfully complete the political socialization work in the new media ecology environment and firmly grasp the dominant power of public opinion.

关 键 词：联接力 新媒体 传统媒体 党报 政治社会化 

分 类 号：G216.1[文化科学—新闻学]