| Network era, with the new media springing up everywhere, the new media platforms, represented of micro blog and WeChat, have caused a great impact to traditional medias. With the expansion of social media influence and the surge in the number of Internet users, WeChat and micro-blog and other new media have become an important source for the public to get the news, and constantly challenged the discourse power of the traditional news media. Micro-blog has subverted the traditional news expression. The communication thought has changed from "caring of the event " to "caring of the highlights". The motivation for the subscribers to use the WeChat is getting news, social interacting and experiencing functions. Many traditional medias are trying to furthest play the communicating advantages of the WeChat, during the news production, push and reception, and audience feedback.In this paper, the "CCTV news" of the official micro-blog and WeChat case studies, through random sampling to obtain research samples, and then the content of the sample for the "quantity" of statistics and "quality" analysis. Attempts to use the group to interpret "CCTV news" micro news dissemination activities of the value choice, based on double micro propagation characteristics do further theoretical analysis, and the media industry in the use of "double micro journalism practice provide some theoretical guidance and reference.According to the statistics from China Internet Network Information Center, 82.0% of China's Internet users are getting news from internet, and 77.7% of them are mobile phone network news user. Most of the micro blog and WeChat users are in the mobile terminal, almost aging between 17 and 35. Through the analysis of WeChat and micro-blog samples, this paper found that the CCTV official micro news are all attention to the form of visual communication, subject to social news based, taking into account the entertainment and services. But based on the different propagation characteristics of micro Blog and WeChat, the communication strategies of CCTV official micro news are different: in news pushing, microblog news focus on timeliness, interest and topicality, while wechat news focus on accessibility, depth and importance; in the headlines making, microblogging titles mostly rae at a glance, however the wechat news titles are most full of suspense and question.Based on the above researching, this paper analyzes the communication effect of CCTV double micro news. CCTV news the audience are different, the influence index also needs to be further enhance. The attitude expression of micro-news communication is secluded. Different themes of the news and information have their own value, however there are also some value bias errors. The micro-blogging news of CCTV are been shown "no 'opinion' on the comments square ", ignoring the quality of content, social news lacking of depth, less of multi-angle commenting, too much information not belong to news, ignoring the opinion guidance duties as a national news media; the CCTV wechat news usually put the incidental before the fundamental, too much emphasising on suspense of News Title. This article believes that CCTV official weibo and wechat news should pay more attention to the news topics' choicing and depth reports, reflecting the professionalism of CCTV, effectively using the dissemination characteristics of weibo and WeChat, and averting being included in the "title party".In the mobility and fragmentation mobile era, "small, ping and fast" are still the underlying attributes of online news. With the maturing of market, the intense compete for users and the pressure from holding users will lead to more emphasis on the content of network news. In the future, network news and information market will develop toward mixing "a senior editor" + "intelligent algorithm " together--premium content holding users, intelligent technology to realize precise and personalized recommendation. It will maybe possible to meet the user's diverse news and information needs. |
PDF Full Text Request