报纸微博应用的内容策略研究以新浪微博为例-research on content strategy of newspaper microblog application - taking sina microblog as an example.docxVIP

摘要近年来以推特（Twitter）为代表的微博网站在全球大放异彩，新浪微博抢得先机成为 中国的微博代表。凭借海量的用户、强力的用户黏性和独特的媒体特性，微博成为传统媒 体尝试新媒体的绝佳平台，与微博相关的方方面面也随之成为众多学科的研究对象。在新 闻传播领域，微博的媒体属性特征、微博与传统媒体的关系、传统媒体的微博应用等都是 当前微博研究的热门话题，但早前的研究比较缺乏量化的数据。本研究以新浪微博为例，对 21 家报纸微博账号为期一周的博文进行编码，采用内容分 析法对报纸微博应用的内容策略进行研究，希望获得描绘报纸微博应用现状的量化数据， 为了解当前传统媒体在新媒体平台上的表现提供参考数据。研究结果发现报纸微博应用在 内容策略上有所改进，信息发布频率增多、发布时间更加灵活机动，发布形式、渠道更加 多样。但在信息采集上，报纸仍未能充分掌握微博的特点，主动从用户获取新闻线索的行 为较少见。从新闻要素的角度看，报纸微博的新闻内容制作受到微博一定的影响，由于微 博字数限制的关系，新闻要素出现丢失的现象，而新闻时效性、贴近性方面有向好的方向 发展的趋势。关键词：传统媒体；新媒体；报纸；微博；内容策略ABSTRACTIn recent years, Twitter and other micro-blogging sites have been very popular all over the world; Sina Weibo seized the chance and is now the leading micro-blogging site in China. With a huge amount of users, strong user stickiness and the unique characteristics as media, micro-blogging sites have become excellent platforms for traditional media to try new media; meanwhile all things about micro-blogging have been the research topics of many disciplines. In journalism and communication area, the characteristics of micro-blogging as a medium, the relationship between micro-blogging and traditional media and the adoption of micro-blogging by traditional media are the hot topics of current micro-blogging research, however, most of the earlier research papers are relatively lack of quantitative data.By coding tweets from 21 newspapers’ Weibo accounts over the course of a week, this paper used content analysis method to study the content strategy of newspapers’ micro-blogging adoption, aiming to get the data that describes the current status, which would be helpful for people to know how well traditional media are doing on new media platforms. The research result shows that newspapers have had some improvements on content strategy for their micro-blogging adoption: messages are posted more frequently and flexibly in terms of time; the ways and channels of showing messages are more varied. While for information gathering, newspapers have not fully understood the characte