论同质化新闻的突破-新闻学专业论文.docxVIP

AbstractNewspaper Abstract Newspaper industry has boomed greatly at a speed we’ve never seen before in the past few years．The kinds and prints of newspapers doubled and redoubled， contents of the news effectiveness and the ways to manifest al so have many new breakthroughs．But at the same time，the rival between the Newspaper industries increased too．Some newspapers clong each other in every aspect，SO that the newspapers began to show the same characters．Thus，not only the influence of the newspaper abated，but al so made great waste of the social source．In the days that the accepters’ need becomes more and more various and individual，the same character news has become into the serious barrier of the news medias’ improvement．The writer think：how to break the tendency of the news homogenization has been a very important question for study nowadays． In order to Success in the rival of the news homogenization， seeking for difference is a possible and effective way．To get a obvious di fference between other newspapers，SO that one newspaper can make it’S own seat in the market，brand is 2 necessary necessary and one newspaper must renew it’S report to get it’S content unchangeable． This paper tries to conclude the varies theory、debate the inside reason of the news homogenization，presents the brand position、report renewal and talents cultivation to improve the core competitive power and tries to do something beneficial to the newspapering． Key word： Homogenization Brand Combine resource News innovation 3 引言当代报业竞争的一个重要课题 引言 当代报业竞争的一个重要课题 新闻同质化已经成为学界和业界非常关注的一个现象。不少学者都对此做了 研究。如朱秀清在《新闻同质化分析》中说：“随着目前新闻市场竞争日益激烈， 各类媒体不管是在内容定位还是经营策略上都力图和其他媒体形成一定差异，以 求得生存和发展的一席之地。然而实际情形如何呢?翻开报纸，打开电视和广播， 我们看到、听到的新闻却是内容大同小异，缺少特色，缺乏原创性，经常会碰到 从标题到内容以及结构完全一致的新闻，媒体千人一面，受众得不到想要的新闻， 媒体资源也被无情地浪费。在受众需求日趋多样化、个性化的今天，新闻同质化 已经成为制约新闻媒体健康发展的严重障碍”。回笔者对此十分认同，笔者认为， 如何突破新闻的同质化倾向已经成为当前报业竞争中一个重要的课题。近年来， 报纸越办越多，但千报一面的问题一直困扰着我国报业的发展。造成这种情况的 原因很多，如营销策略、报纸定位、市场压力等，但本文认为，报纸说到底是新 闻纸，报纸的竞争力归根结底体现在新闻的竞争力上。 尽管对问题的认识一致，但对于