【作者】 唐超；

【导师】 崔保国；

【作者基本信息】 清华大学 ， 传播学， 2007， 硕士

【摘要】 “数字报业”、“报业数字化”、“数字化报业转型”可以说是2006年报业发展的关键词,在2006年8月至2007年1月的半年内就先后召开了4次与报业数字化相关的行业会议。本文将数字报业在互联网环境下的转型作为研究对象,分析了数字化传播环境是如何改变新闻资讯的生产过程和受众的资讯消费体验,发现数字化传播技术在将传统报业单向的、有限时空、单一传播主体的传播渠道变为双向互动、无时空限制、多传播主体的传播平台之后,导致了大量非传统媒介的传播者的涌现,大众传媒丧失了大众传播渠道的垄断性所有权,流失了受众和广告收入。与此同时,新的产业价值链在形成之中,数字化传播网络为新闻资讯产业链引入了更多的环节和参与者,包括营运数字传播渠道和网络的移动运营商、数字化信息终端的硬件生产商如手机生产商、数字化信息终端的应用软件制造商,以及数字化传播技术商(通过搜索技术商从而成功成为传统新闻网站和数字化新闻资讯用户之间的新的产业链环节构成部分的Google和Baidu)。这意味着包括报业在内的大众传媒机构对传播渠道的控制力降低,关于收入分配和营运成本的谈判力下降。数字报业转型的策略在于提供新型数字报业产品与服务,增强用户体验,以维持相对于其他传播者而言的作为相对主要传播者的地位,从而维持足够的受众资源和影响力。研究通过对国内外报纸网站的实例引证与逻辑分析相结合,提出报业适应数字化传播模式在新闻资讯产品服务与广告营销方面应采取的转型措施,并提出更为具体的影响报业数字化新闻资讯产品是否成功的数字报业产品服务转型的三个因子群。通过采用内容分析的小型对比研究对所提出的三个因子群的有效性进行了检验,证实传播时效性、相关内容丰富性、多媒体性、受众与记者/受众与受众之间的互动性、定制性这5个因素对报业数字新闻产品与服务的成功运营至关重要。更多还原

【Abstract】 Digitalized Newspapers and Digitalization of the Newspaper Industry are the real hot topic concerning the development of Newspaper Industry in 2006.This thesis targets at the digitalization of Newspapers on Internet, analyzes the process that how digitalization technology changes the production and the consumption of information. It has been found that the transition from one-direction, limited time and space, single communicator’s model to interactive, multi-communicator’s network model causes non-traditional media organization and communicator’s presence on large scale, which further leads to the newspapers’loss of audience and ad revenue.Meantime, industry value chain is reforming with more anticipators, including digital communication network operators, producers of personal digital equipments, and developers of digital technology such as Google who successfully insert themselves into the news production and consumption process.The strategy for Newspapers’digitalization is to find ways to improve the usage experience of its digital offerings of news products & service, in order to keep its influence as a comparatively important communicator. This study tries to identify the key factors that will help the Digitalization of Newspapers by working on case studies of newspaper websites in and out of China.And through a small scale comparison study with content analysis, it is found that immediacy, affluence of related background information, interactive platforms among the audience and reporters, multi-media, and personalization of news offerings are the very 5 important factors contributing to the success of digitalization operation of newspapers on internet.更多还原