全媒体时代提升主流媒体传播力影响力实践探索

Practice and Exploration on Enhancement of the Communication Power and Influence of Mainstream Media in the Omnimedia Era

全媒体时代,内容为王的观念在被继续强调的同时,网络、渠道、平台和终端的作用日益凸显。主流媒体要想赢得受众的青睐,就要改变以往严肃新闻的刻板印象,改进宣传手段,运用高新技术,提升主流媒体传播力影响力。结合新华社推出的《四个全面》动漫说唱MV为例,探讨新华社如何运用高新技术进行信息传播,如何提升主流媒体传播力影响力,以便其他主流媒体借鉴。

In the era of omnimedia,while the concept of content as king is being emphasized,the role of network,channel,platform and terminal is increasingly prominent.In order to win the favor of the audience,the mainstream media should change the stereotype of serious news,improve the propaganda means and use high and new technology to enhance the communication power and influence of the mainstream media.Taking'four comprehensiveness'animation rap MV released by xinhua news agency as an example,this paper discusses how xinhua news agency USES high and new technology to spread information and how to improve the communication power and influence of mainstream media,so that other mainstream media can learn from it.