党报和都市报的官方微博差异:以马航事件为例

Comparing Official Weibo used by Party Newspapers and Metropolitan Newspapers: Taking MH370 Case as an Example

越来越多的纸质媒体开始积极使用微博以争取读者。媒体微博可以做什么?它可以为传统媒体做什么?文章选择了四家有代表性的党报和都市报官方微博作为研究对象,以其在马航事件中的微博使用为研究样本,通过内容分析的方法分析党报和都市报在微博报道上的差异性。结果显示,党报媒体在马航事件中已经成为社交平台上的意见领袖,明显突破了其传统母媒体的业务范围,而都市报微博则表现一般。

An increasing number of traditional medias have begun to use weibo to get readers. This study was concerned with the two following questions: What can the weibo of traditional medias do? How can weibo contribute to traditional media? Focusing on the performance of traditional media weibo during MH370 event,this study analyzed weibo of two party newspapers and two metropolitan newspapers. A content analysis method was conducted to compare the two types of weibo. Result