| The innovation of network technology has pushed the news industry to new media for transformation.The popularity of short video news on the Internet and the gradual rise of citizen journalism have brought most traditional TV livelihood news into a downturn.In order to catch up with the development of new media,the media industry can only build We Chat,Weibo and the Client communication frameworks one after another.1818 Golden Eyes stands out from the difficulties of the traditional TV industry,which has great research value.In view of the current industry background and social background of TV livelihood news transformation difficulties,this research raises three questions to be addressed: What kind of media reality does 1818 Golden Eye build with the new media communication framework?How has the media reality of 1818 Golden Eye affected the audience reality? What are the innovations in the new media communication framework of 1818 Golden Eye that worth learning,and how to solve the shortcomings? This article is based on the frame theory,explored the "1818 Golden Eye" reporting framework by using the content analysis,and using in-depth interviews to research what audience reality has been established by the influence of the media frame,and how it can serve as a feedback to the media.In the study of the media framework,this article deconstructs the new media communication reporting framework constructed by "1818 Golden Eyes" on the Weibo platform,and divides it into three levels from the macro to the micro.Construction of a new media communication reporting framework.Regarding the main theme of the 1818 Golden Eye reporting,this program adhering to the purpose of serving the people and placing social benefits in the first place.This is not only the basic law of the content of the 1818 Golden Eye Weibo reporting,but also the awareness of 1818 Golden Eye by Weibo users,which is also the basic condition for them to construct an audience frame of the social and livelihood features of Zhejiang province.The news event framework reflects the tendency of 1818 Golden Eye to select the topic when the complete TV news content is split into videos or other visualization methods to present to Weibo.Through an example analysis,it is concluded that when reporting news events on Weibo,it will be based on Weibo user interaction and participation in the direction of public opinion to make a topic selection strategy.Linguistic rhetoric is a shallow framework.Compared with the first two frameworks,language rhetoric plays a role in giving the audience a first impression,and is also a direct guiding role reflected in the language strategy of 1818 Golden Eye Weibo reporting.After interpreting the audience framework through in-depth interviews,the study found that the shallow rhetoric framework of the microblog text language could not completely influence the audience's cognition and judgment when receiving news information,but the use of language with a clear tendency would make the audience interested in the reports.In the middle-level news event framework,media reality and audience reality overlap to a high degree,and the differences are only reflected in news ethics.The conflict between entertainment and timeliness and social effects are issues that should be improved in the media framework.The high-level news theme framework has a more obvious impact on interviewees who are old audiences,the media reality constructed by 1818 Golden Eye has affected them.The overall image of the people 's livelihood news industry and residents of Zhejiang Province In terms of shaping their life style,the audience's overall recognition coincides with the media framework,while the image construction of government functional departments is quite different,which is related to the audience's fuller exercise of supervision power and stronger sense of social participation in the new media environment.By studying the similarities and differences between media reality and audience reality,this article makes an overall evaluation of the new media communication of 1818 Golden Eyes,mainly including experience and shortcomings.Experience covers the negative feedback orientation of user engagement and interaction with citizen journalism to promote the transformation of traditional media and people's livelihood journalism.The shortcomings are the government's lack of coordination ability to face people's livelihood news reports;the media literacy between the audience and the audience is very different,and the direction of media opinion guidance is not easy to grasp;media professionalism and media ethics issues in new media communication.These shortcomings represent the specific direction that a livelihood news column that has been successfully transformed should be improved.Furthermore,it is the difficulties and challenges that China's TV livelihood news development and transformation will face in the future.Finally,based on the above experience,this study puts forward suggestions for the four issues of appeal: the government should take action to support the development of TV livelihood news;local TV stations and the industry should attach importance to the reform of TV livelihood news and reduce the homogeneity of news;media need to help the audience to improve their media literacy while paying attention to the control of public opinion guidance;in terms of media professionalism,strengthen the professional quality of the reporter team,promote communication between TV stations,and learn from the successful experience of the excellent TV livelihood news in the new media transition environment. |
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