媒体融合背景下如何提升时政新闻报道的传播力  

How to Enhance the Dissemination Power of Current Political News Reporting in the Context of Media Convergence

作　　者：王传美 Chuanmei Wang(Southwest University,Chongqing 400715)

机构地区：[1]西南大学,重庆400715

出　　处：《新闻传播论坛》2025年第1期7-32,共26页

摘　　要：在媒体融合不断深化的当下,时政新闻报道的重要性愈发凸显。作为主流媒体传递信息、引导舆论的关键手段,时政新闻承担着记录时代、解读政策等核心任务。然而,随着媒体环境的巨大变迁,传统时政新闻报道形式面临诸多挑战,提升其传播力成为当务之急。媒体融合带来了传播渠道多元化、受众需求多样化的新局面。在此背景下,时政新闻报道需从多方面发力提升传播力。一方面,要转变思维,强化互联网用户思维。以生活化、故事化、场景化的方式切入主题与叙事,让报道内容更加轻松、生动,吸引受众关注并促使其主动传播。例如,通过讲述政策对普通百姓生活的具体影响,将抽象政策具象化,拉近时政新闻与受众的距离。另一方面,创新报道形式至关重要。充分利用新媒体技术,如H5技术。H5新闻整合照片、音视频,实现图文并茂与人机交互,以认知心理学和图形设计为基础,赋予时政信息美感,使新闻逻辑关系随视觉引导层层展开,提升传播效率。同时,其强大的互动性,通过重力感应、VR等交互技术,为用户带来沉浸式体验,增强用户参与感,加深时政新闻与受众的关联。此外,提升时政新闻融合报道质量不容忽视。坚持正确舆论导向,从百姓关注角度出发,挖掘新闻内容价值,做到内容与技术双向突破。利用融媒技术,综合考量事件背景、资料与现场记录,以精准简练内容搭配卡通动漫、符号语言等元素,增强内容可读性与可亲性。并且,借助“三微一端”等平台拓宽传播渠道,通过新闻直播等方式优化与受众的交流互动,强化传播效果。总之,在媒体融合背景下,时政新闻报道只有不断创新变革,才能有效提升传播力,更好地发挥其重要作用。policies can be concretized to bring political news closer to the audience.On the other hand,innovative forms of reporting are crucial.Make full use of new media technologies,such as H5 technology.H5 news integrates photos,audio,and video to achieve visual and human-computer interaction.Based on cognitive psychology and graphic design,it endows current political information with aesthetic appeal,allowing the logical relationship of news to unfold layer by layer with visual guidance,and improving communication efficiency.At the same time,its strong interactivity,through interactive technologies such as gravity sensing and VR,brings users an immersive experience,enhances user participation,and deepens the connection between current affairs news and audiences.In addition,improving the quality of integrated reporting of current affairs news cannot be ignored.Adhere to the correct direction of public opinion,start from the perspective of people's attention,explore the value of news content,and achieve breakthroughs in both content and technology.By utilizing integrated media technology,taking into account the background,information,and on-site records of the event,precise and concise content is combined with elements such as cartoon animation and symbolic language to enhance the readability and approachability of the content.Moreover,by leveraging platforms such as"Three Micros and One End"to expand communication channels,optimizing communication and interaction with audiences through news live broadcasts,and strengthening communication effectiveness.In the context of media convergence,political news reporting can only effectively enhance its dissemination power and better play its important role through continuous innovation and transformation.

关 键 词：媒体融合 时政 新闻报道 

分 类 号：G212[文化科学—新闻学]