自媒体视域下“新华体”的逻辑嬗变——以新华社“刚刚体”走红为例

Logical Evolution of "Xinhua-Style" from the Perspective of We-Media

媒体融合趋势下,传统主流媒体尝试转变其自身的新闻报道话语体系。以新华社微信公众号的"刚刚体"现象为例展开探讨,分析我国主流新闻媒体的文体新特点。作为成功的新闻实践之一,"刚刚体"的文风保留着"新华体"消息简、文字精、篇幅短的特点,并利用自媒体传播优势对新闻受众再发现,有着转变政府与民众的关系地位、创新自身传播的独到之处。

With the trend of media convergence,traditional mainstream media are trying to transform their own discourse system of news report.Taking the"Just Happened-Style"phenomenon of WeChat public account of Xinhua News Agency as an example,this paper analyses the new stylistic features of mainstream news media in China.As a successful journalistic practice,"Just happened Style"is short,concise and well-polished,following the same pattern of"Xinhua-Style".This style expands its audiences with the advantages of"We Media"communication,transforms the relationship between the government and the public,and innovates its own communication features.