摘要
选取澎湃新闻微信公众号推送讯息作为分析对象,从话题类别、话题关键词、语言风格、情感诉求点及文章来源五个编码类目,分别对《头条》《澎湃思想》《澎湃时局》《澎湃联播》《澎湃打虎》五个分类栏目进行内容分析。在内容分析结果的基础上总结澎湃新闻的产品策略及发展趋势,指出将新闻产品当作朋友圈社交资源、设计用户体验盘活用户关系、精准推送抵达纵深社区三个发展方向。
Through a content analysis of The Paper＇s Wechat official account from the views of the topic type, the topic keyword, the language style, the emotional appealing point and the resources, this essay presents the content strategies of The Paper. Based on it, this essay gives advices to traditional media transferring to social media, which are taking news product as social resources, improving CRM via interaction, and precise delivery.
出处
《出版科学》
CSSCI
北大核心
2016年第4期53-56,共4页
Publishing Journal
基金
北京市哲学社会科学规划一般项目“主流媒体的责任伦理对策:化解微博传播风险”(13ZHB030)的阶段成果
关键词
澎湃新闻
内容分析
产品策略
The Paper
Content analysis
Products strategy
