| Since the year of 2002 when NJTV set up the livelihood program<No Distance>,the conception of civic news appeared in front of the public for the first time.This news program took "close to reality,close to life,close to the masses" as the guidance,took what happened to the people as the reporting issue,took "people oriented" as the guiding ideology.This program was widely accepted by the public once launched,and it achieved high rating repeatedly.The fast popularization of<No Distance>caused other media to imitate.For a quite long time,the civic news became more popular than any others,and many TV stations arranged livelihood program in prime time.However,the flooding of civic news brought numerous disadvantages.To increase the audience rating,lots of programs reported news in sentimental way or write sensational headlines.To enrich the news programs,homogeneous news was reported again and again.As time went by,the traditional media and civic news was fading away,replaced by the advent of new media technologies.The audiences' attention is attracted by new media terminal represented by mobile phones and computers.In the age of network information,the websites of major new media news have also emerged.Meanwhile,civic news has become the component of news section of this websites.Media ecology is constantly changing under the impact of new media technology.What kind of clash will be between the new media and cvic news separated from traditional media?This essay is based on the view of transmitter to analyze the communication features of Netease civic news.This research starts with three aspects of communication strategies,contents and channels.Literature review method,quantitative analysis method and content analysis method are applied to the collected text contents,223 Netease civic news are taken as the valid researching samples,which cover 5 types of topic for discussion during the period of January 2019 to December 2019,including social focus issues,legal rules and crime issues,government affairs and services issues,health and food issues and family and emotion issues.The research on communication strategies of Netease civic news concludes the features:both major and normal people's livelihoods are concerned,new media technologies are heavily used,the reporting tone is closely tied to the news.According to the research on communication content of Netease civic news,by using non-verbal signs,reporting way from the perspective of civilian,and contextual content which is close to reality,it could be realized that the essence of Netease civic news is civilian perspective.More ever,the News Bulletin and<Spectator>program of Netease civic news are selected as typical cases to analyze.At last,the research on communication channels concludes that the advantage of communication channels of Netease are diversified and mutually coordinating.Furthermore,by analyzing collected examples,Netease civic news still have many shortcomings,the three major problems such as news homogenization,writing sensational headline and irrational communication in news follow-up also occur from time to time.In view of these disadvantages,this article puts forward the optimization opinions from the perspective of communication effects,this article proposes three strategies:adhering to content as the king,practicing professionalism in journalism,and strengthening control. |
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