| As a kind of financial coverage,real estate report is more professional than the others,including the aspect of people’s livelihood to solve house problem and financial asset allocation about the money management.The real estate reports often contain dozens of professional terms and complex data which is obscure to the public and low audience acceptance.Although a majority of newspapers have established the special column of real estate,rarely can we see one would present excellent propagation effect.Audiences are all thirsty to get more professional and readable real estate reports.How to facilitate a healthier and more stable development of the real estate market by improving the propagation effect of the report which acts as the positive guidance is an urging problem.We used the empirical research methods,taking the twenty-first Century economic report,one of the largest economic newspapers in China,as the research object and extracting 120 reports of the headline and the focus edition in 2016.On the basis of recent theoretical research,we summarize the important factors influence the communication outcome by studying the practice of the medium represented by the twenty-first Century economic report have done to improve the propagation effect through the content analysis method.And then we use the reports as a variable to verify its impacts on propagation effects from the aspects of information cognition,emotional attitude and behavioral intention through the experimental method.Our study found that according to simplification and explanation of terminology and the complex data,insert relative and narrative background story and use the news sources from the folk,government,and experts,the real estate report can improve the audience acceptance,and finally harvest excellent propagation effect. |
