商务传媒学院知识库

    随着技术的进步和新媒体的发展，需要媒介深度融合，且因主流媒体自身的发展与党和政府的宣传方针，媒介深度融合是必要也是必然的。但同时，在媒介融合逐步进行的过程中，部分主流媒体面临着一系列问题。在5G时代的背景下，依托移动技术，研究新华社的新媒体运营的传播策略，以点带面，探索中央级主流媒体的传播特点、受众情况、内容特征。

    研究采用文本分析法、案例分析法及统计分析法，前期对相关文献进行梳理，发现相应的理论研究的盲点。研究中期对数据进行统计分析并得出结论，用图表的形式展现，后期则进行结论陈述与研究创新启发。

    研究把网络问答社区知乎作为新华社特定的传播情境进行了分析，具体为对知乎的分析、新华社在知乎的传播研究、新华社在知乎的融合传播策略分析。研究通过对新华社在知乎的报道分析，得出新华社进行融合的几大优势与不足，并提出相应对策。在媒介情境理论下，得出主流媒体在网络问答社区的五大传播策略。

    本文力求通过对新华社入驻知乎的理论基础和执行细则的分析，提出可被复制的主流媒体入驻网络问答社区的模式，试图对主流媒体进行深度融合起到积极的推动意义。

 With the progress of technology and the development of new media, it is necessary for the media to be deeply integrated. Moreover, due to the development of mainstream media itself and the propaganda policy of the Party and the government, the media to be deeply integrated is necessary and inevitable. But at the same time, in the gradual process of media convergence, some mainstream media are facing a series of problems. In the background of 5G era, relying on mobile technology, this paper studies the communication strategy of Xinhua News Agency's new media operation, and explores the communication characteristics, audience situation and content characteristics of central mainstream media by point and area.

  Text analysis method, case analysis method and statistical analysis method were adopted in the study. Related literature was sorted out in the early stage to find the blind spots of the corresponding theoretical research. In the middle stage of the study, the data were statistically analyzed and the conclusions were drawn and presented in the form of charts. In the later stage, the conclusions were stated and the research innovation was inspired.

 This paper analyzes zhihu as a specific communication context of Xinhua News Agency, including the analysis of Zhihu, the communication research of Xinhua News Agency in Zhihu, and the integrated communication strategy analysis of Xinhua News Agency in Zhihu. Through analyzing the report of Xinhua News Agency in Zhihu, this paper concludes several advantages and disadvantages of the integration of Xinhua News Agency and puts forward corresponding countermeasures. Based on the media situation theory, five communication strategies of mainstream media in online Q&A community are obtained.

 Through the analysis of the theoretical basis and implementation rules of Xinhua News Agency entering Zhihu, this paper puts forward the model of mainstream media entering online Q&A community that can be copied, and tries to promote the deep integration of mainstream media.