品牌媒体:富于魅力的媒体——基于对媒体新闻传播的考察

Brand Media:Charismatic Media:Based on the Investigation of News Dissemination Media

品牌是市场营销学中的一个重要概念。新闻传播学界和业界使用这一概念,显然已对其涵义作了延伸和拓展。品牌媒体是富于魅力的媒体。媒体魅力是对受众的一种无可抗拒的吸引力。媒体新闻传播的魅力体现为:可信度、满足度、新颖度、认同度、酣畅度。在传播新闻信息时,媒体魅力体现在:在某些信息缺失时,提供即时信息;在出现信息迷乱时,提供权威信息;在信息呈泛滥之势时,提供精选信息;一些信息被忽视、质疑、误解时,提供对此的深度解读;热点事件信息发酵时,及时发声评论。要力图以让人眼前为之一亮的方式进行新闻传播。

Brand is an important concept of marketing. Its meaning has been extended and ex- panded apparently used by journalism academia and circle. Brand Media is charismatic media . Media magic is an irresistible audience appeal. Media news dissemination charm reflected as fol- lows： credibility , satisfaction , novelty , degree of recognition and hearty degrees . In the dissemi- nation of news and information , the media fascination is reflected in ： When some information is missing , it provides instant information ; When information is confusion, it provides authoritative information ; When information appears rampant trend, it provides selected information ; When some information has been ignored, questioned and misunderstood , it provides depth of interpreta- tion ; When hotspot event information ferment , it timely audible comments. It should attempt to do the news dissemination with the type of making one of the bright eyes.