媒介生态学视角下柬泰华文报刊微信发展分析-analysis of the development of cambodian - thai - chinese newspaper wechat from the perspective of media ecology.docxVIP

摘要伴随着纸媒式微与新媒体发展的全球性趋势，海外华文报刊也纷纷探索新媒体的发展路径。本文借助邵培仁的媒介生态学研究理论，以其为切入视角，通过在柬埔寨《华商日报》、泰国《星暹日报》两家海外华文报刊四个多月的田野调查，关注海外华人华侨的信息需求和情感需求，观察海外华文报刊新媒体发展尤其是微信平台的运营情况，结合当地现状与383份读者问卷调查反馈，总结发展规律，预测发展趋势。第二章介绍了柬泰华文报刊的媒介生态现状和生态困惑，以及探索新媒体发展的尝试。第三章运用媒介生态的生态位、适度性、最小量、食物链规律，阐述了海外华文报刊微信平台运营的基本策略，从微信用户定位的两种思路——垂直化与本地化为出发点，分别阐述两种类型平台的功能拓展，包括新闻报道的适应性调整与生活服务功能的崛起，继而从媒体品牌塑造的角度阐述微信给海外华文媒体带来的新增长点。第四章从媒介生态学研究的互动共进、整体优化、良性循环、差异多样、适度调控等原则出发，阐述海外华文报刊的社会意义与跨文化传播的作用，辨析以微信为代表的新媒体带来的影响。最后，文章从媒介大环境分析海外华文报刊的机遇与挑战，并从媒介拓展的角度总结全文。关键词：媒介生态学、海外华文报刊、微信、《华商日报》、《星暹日报》IAbstractWiththeglobaldeclineofprintanddevelopmenttrendofnewmedia,theoverseasChinesenewspapersalsoexplorenewmedias’development.WiththeperspectiveofthemediaecologyresearchtheoryfromShaoPeiRen,accordingtothefieldworkwhichlastsformorethanfourmonthsinKampucheaTheCommercialNews,ThailandSingSianYerPaoDaily,IpayattentiontooverseasChineseinformationandemotionalneedsandobserveoverseasChinesenewspapersdevelopmentofnewmediaespeciallytheoperationsituationWeChatplatform,combinedwiththelocalsituationand383readersurveys,summarizetheruleofdevelopment,speculatedthatthedevelopmenttrend.ThesecondchapterintroducestheCambodianandThaiChineseNewspapers’mediaecologicalstatusandconfusion,attemptinexplorenewmediadevelopment.Thethirdchapterusesmediaecology’slawssuchasniche、moderation、theminimumamountandthefoodchainandsoon,explainsthebasicstrategyofoverseasChinesenewspapersWeChatplatformoperation,fromtwoaspectsWeChatuserlocation:verticalandlocalizationasastartingpoint,respectivelydescribestwotypesofplatformfunctionexpansion,includingnewsadjustmentandmakelifeservicefunctionbetter.Withthesurveyresults,analysesdifferentusers’preferences,andthenexpoundsfromtheperspectiveofmediabrandthenewgrowthpointofoverseasChinesemediawiththehelpofWeChat.ChapterfourFromtheprinciplesofmediaecologystudieslikeinteractive,theoveralloptimization,avirtuouscycle,thedifferenceandvaried,appropriateregulation,explainstheOverseasChineseNewspapers’socialsignificanceandinterculturalcommunication,analyzesWeChat