新媒体时代主流媒体如何提升自身公信力?——以新华社客户端的时政报道为例  

How Can Mainstream Media Improve Their Credibility in the New Media Era:Taking the Current Affairs Report of Xinhua News Agency as an Example

作　　者：王志强 林海青 马峤 WANG Zhiqiang;LIN Haiqing;MA Qiao(School of Humanities,Tianjin Polytechnic University,Tianjin 300387,China;Xi’an Institute of Aeronautial Technology,Aviation Industry Corporation of China,Xi’an 710049,China)

机构地区：[1]天津工业大学人文学院,天津300387 [2]中国航空工业集团公司西安航空技术研究所,陕西西安710049

出　　处：《新媒体与网络》2024年第4期24-34,共11页NEW MEDIA AND NETWORK

基　　金：天津市哲学社会科学规划课题(TJXC20-002)。

摘　　要：新媒体时代,移动客户端是主流媒体不断提升自身公信力的重要渠道之一。新华社客户端在中国国家主席习近平对法国、塞尔维亚、匈牙利进行国事访问的时政报道中充分利用自身优势,以及时、准确的报道,做好新闻的“第一落点”,营造出新媒体时代受众缺席的在场;坚持守正创新,转变传统话语叙事模式,以多模态叙事方式以及宏观议题和小切口叙事相结合的表达方式,弥补传统新闻在情感上的空缺,以情感化报道方式增强新闻的亲和力,以多元化的视角增强受众对于新闻的理解,保证新闻报道完整性的同时引导正向舆论,并在报道内容表达上呈现轻量化和趣味性,以平等的对话方式与受众建立亲密关系。在宣传上,分阶段精准发力,以前期预热、中期跟进、后期持续性的报道实现了传播效应的叠加,为主流媒体客户端做好时政新闻报道树立了榜样。In the new media era,with the development of mobile Internet technology and the change of the way the audience receives information,mobile clients have emerged as pivotal channels for mainstream media to continuously enhance their credibility.Xinhua News Agency has fully leveraged its own advantages in the current political coverage of Chinese President Xi Jinping’s state visits to France,Serbia and Hungary,and innovated the form of reporting on the premise of ensuring the accuracy of the report,demonstrating the outstanding ability of the mainstream media.Its timely and accurate reporting does a good job of the“first landing point”of the news,seizes the important moments and nodes of the news,continues to broadcast the audience’s attention to the content,ensuring that the audience gets the exclusive information in the first time.The utilization of digital formats to create a sense of presence for the audience in the new media era satisfies the user’s sense of gain and participation at the psychological level,and plays a role in enhancing user stickiness and enhancing its own credibility.In the form of reporting,Xinhua News Agency adheres to integrity and innovation.It enriches the presentation form of news reports with multi-modal narratives,transforming the traditional discourse narrative mode.By incorporating audio-visual symbols,it fully mobilizes the multiple senses of the audience and meets the emotional needs of the audience,and grasps the important emotional details for news reporting with the combination of macro issues and small incision narratives,making up for the emotional gap in traditional news in a small way,and enhancing the affinity of news in an emotional reporting way.It fosters the audience’s understanding of the news from a diversified perspective,presenting the comprehensive political background of the news and the interpretation of news events from diverse perspectives of reporting and commentary,ensuring the integrity of the news report while guiding positive public opinion.Ad

关 键 词：新媒体时代 主流媒体 新华社客户端 时政报道 媒体公信力 

分 类 号：G21[文化科学—新闻学]