地方党媒的“传播调适”:宏大主题报道中的情感、情境和拟剧

Local Party Media’s Communicational Adaptation:Emotion,Scenario,and Drama in Grand-theme Reports

"传播调适"理论常常用来解释中央媒体应对新传播环境的策略变化。而作为地方党媒的《苏州日报》,在建党百年的宏大主题报道中,积极运用新技术手段,顺应新的传播形态和新的受众偏好,主动转变理念,阐释了"传播调适"理论的地方性实践。苏报融媒使用的策略主要包括三种:情感话语唤醒受众情感和重建纽带,情境还原重构传播时空和沉浸体验,剧情演绎重塑传播维度和受众好感。通过上述实践,苏报融媒由此探索了一条地方党媒"传播调适"的新路径。

The theory of"communicational adaptation"is often used to explain the strategy change of central media adopted in coping with new communication environment.As a local Party media,Suzhou Daily actively use new technologies in the grand-theme report of the 100 th anniversary of the founding of the Communist Party of China.Facing new communication forms and new audience preferences,Suzhou Daily manages to adopt new ideas and demonstrate what a local newspaper can do to practice the theory of communicational adaptation.Suzhou Daily convergent media successfully awakens the audience’s emotions and rebuilds bonds with emotional discourses.It restores contexts to reconstruct communication time and space and provide immersive experience for the audience.Its plots reshape the communication dimension and audience preference.With these strategies,Suzhou Daily convergent media discovers a new path of communicational adaptation for local Party media.