《京华时报·公益周刊》公益报道研究.pdfVIP

摘 要 I 摘 要 随着中国经济社会的发展以及人民生活水平的提高，越来越多的人开始关注公益事 业，国内公益事业也开始走上稳步发展的道路。媒体积极参与公益报道，是担当社会责 任的表现。其所倡导的积极向上的公益理念，是我国公益事业的完善与发展的推动力。 近些年来媒体不再仅仅是公益信息的传递者，媒体在公益事业领域中的角色已经拓展到 公益事业的组织者和参与者。通过公益事业的号召力、影响力，媒体自身品牌价值的也 会相应增值，有助于媒体各项采编、经营的发展。 本文通过对《京华时报.公益周刊》 的内容分析，总结出 《京华时报.公益周刊》 公益报道的几点特点，《京华时报.公益周刊》注重在公益活动中企业的参与，在塑造企 业良好形象的同时，实现经济效益和社会效益的双赢。其顺应网络时代的需求，与受众 线上线下互动,并且开展微公益使更多的人参与到公益活动中来。此外，还对公益体制 进行积极探讨。 本文指出了《京华时报.公益周刊》所存在的不足并提出了对策，最后总结了《京 华时报.公益周刊》对于做好公益新闻的几点启示,即报道公益新闻的同时，也要注重对 人人公益理念的传播。传统媒体与新媒体相结合，线上线下形成联动。在公益报道中运 用新的传播手段,致力于搭建新媒体公益传播的平台、发挥意见领袖的作用、以多重角 色参与微公益。最后媒体要时刻不忘其社会责任，努力推动对公益事业的创新与发展。 关键词 公益事业 微公益 《京华时报.公益周刊》 Abstract II Abstract With the development of economic and social and the improvement of peoples living standard, more and more people begin to pay close attention to the public welfare undertakings. Chinas public welfare undertakings also started on the path of steady development. Media reports in public welfare to bearing social responsibility. The positive concept which is advocated by media can promote the development of Chinas public welfare undertakings. In recent years the media is no longer the means of public information, but the organizers and participants. Through the participating of public welfare undertakings, the brand value of media is developed and it also help the development of editorial and management. This paper studies on Jing Hua Times. Public Welfare Weeklyand summarizes its feature.It encourages the enterprise to participate public welfare activities and create a good image, at the same time win economic and social benefits.Jing Hua Times. Public Welfare Weeklyconforms the demands of the Internet age and Interacts with the audience on line.It Carry on micro-public welfare that encourages more people to participate in public welfare activities.Discusses the system of public welfare undertakings. This paper points out the deficiencies of Jing Hua Times. Public Welfare Weekly and puts forward the countermeasures