论传统媒体传播能力的提升路径

On the Promotion Path of Traditional Media Communication Ability

如何确保传统媒体的主流地位,让传统媒体的声音成为时代"最强音",提升自身的传播能力成为传统媒体的必然选择。在话语权的争夺中,传统媒体必须在议程设置能力、叙事框选能力、移情说服能力和整合传播能力上进行综合提升。将"众声喧哗"转化为理性对话,让主流声音不仅"入眼""入耳",而且"入脑""入心",使人们获知真相,彼此信任,达成认同,在认同中实现传播力和影响力,是传统媒体在新媒体时代的职责所在。职业新闻生产者面临着新一轮能力的重塑,以适应当前新的、急剧变化的传播生态。

How to ensure the mainstream status of traditional medla, and let the sound of traditional media become ＂the strongest voice＂ of times, improving their communication ability has become their inevitable choice. In the fight for the discourse power, the tra- ditional media must have a comprehensive upgrade on the agenda setting ability, the ability to choose the narrative frame, the ability to convince the audience, and the ability to integrate communications. Let ＂all the noises＂ be transformed into rational dialogue, let the voice of the mainstream not only ＂pleasant to the eye and ear＂, but also ＂entering the brain and heart＂, make people learn the truth and trust each other, reach an agreement in the identity so as to achieve the greater dissemination and influence, that is the duty of tra- ditional media in the new media era. Professional news producers are facing the reshaping of a new round capacity, so as to adapt them- selves to the current new, sharp changes in the communication ecology.