新闻学专业业论文.docVIP

对凤凰卫视传播策略的研究 目 录 中文摘要························································6 英文摘要························································7 一、“凤凰模式”传播策略的时代背景···························9 二、“凤凰模式”传播策略主要表现······························10 ㈠新闻播报的及时快捷，重大突发事件迅速直播························10 ㈡有效穿插短新闻，时事新闻深刻····································10 ㈢重大事件有效采用新闻评论方式，时事评论独具一格，鞭辟入里。········10 ㈣新闻主播年轻化，新闻评论员老龄化和专业化。························11 ㈤贯彻人文关怀，主打文化牌。·······································11 三、“凤凰模式”传播策略内容分析································12 ㈠差异化经营策略···················································12 ㈡人力资源管理创新策略·············································13 ㈢媒介融合策略·····················································14 ㈣品牌竞争战略·····················································14 ㈤成本领先策略·····················································15 ㈥多元化发展策略···················································15 ㈦受众中心传播策略·················································16 四、“凤凰模式”传播策略成功的原因······························17 ㈠先进科学的经营理念···············································17 ㈡特色鲜明的栏目设计···············································17 ㈢与众不同的主持风格··············································18 ㈣严谨灵活的管理机制与方式········································18 五、“凤凰模式”传播策略成功的启示意义··························21 ㈠新闻专业主义是媒体的生存之本·····································21 ㈡媒体的生存源于创造···············································21 ㈢话语权将决定媒体的生存状况和发展前途·····························21 六、结语························································22 参考文献························································23 摘 要 在当代大众传播语境中，独特的“凤凰模式”策略已成为当前国内外传媒学界共同关注的一个热点。风凰卫视以把世界融入风凰的理念，利用香港的天时地利人和，主持人选择注重内涵、素质；新闻记者能力注重独立、全面；新闻节目策划视野开阔，覆盖全球，注重第一时间对重大新闻事件进行直播报道和后续报道；观念上体现良知和责任；传播策略注重直播、亲和化。引领了一代电媒潮流，改写了中国电视运营模式。研究“凤凰模式”传播策略，将有助于我国媒体尤其是主流媒体的改革发展，改变原有老套的新闻运作模式，转变经营者和管理者的思路，加深对新闻内涵的认识深度，使他们不至于墨守成规、作茧自缚。这样既可以为媒体自身打开一片新天地，又可以形成自身无法替代的节目风格，为广大受众提供优质高效的新闻信息服务，真正使媒体发挥“嘹望哨”的作用。本文拟从“凤凰模式”传播策略的时代背景入手，阐述了“凤凰模式”传播策略的主要表现，在此基础上，系统论述了“