“新宣传”语境下媒体成就报道的策略转型——以《新疆新闻联播》为例

The Strategic Transformation of Media Achievement Report under the Content of New Publicity——Taking Xinjiang News Broadcast as an Example

互联网全面崛起已经改变了传统新闻宣传格局,进入了"新宣传"阶段。"新宣传"需要通过宣传理念、策略和技术路线的转变,运用科学的逻辑和方法,对目标受众的态度和行为予以有效影响和引导,来实现宣传预期。本文以《新疆新闻联播》的成就报道为例,通过策略转型分析,以求达到"新宣传"的目的。

The overall rise of the Internet has changed the traditional news publicity pattern and has made it enter the stage of New Publicity. New Publicity needs to put an effective influence and guidance by advertising ideas, strategies and the transition of the technical routes, in order to implement the publicity expectations. This essay takes ＂Achievement Report of Xinjiang New Broadcast＂ as an example, by analyzing strategic transformation, in order to achieve the goal of New Publicity.