新媒体时代党报的转型之路——以《南方日报》为例

新时期，随着互联网技术、数字技术、移动技术等的飞速发展，信息传播进入“新媒体时代”。在新媒体的包围中，如何适应新媒体时代对信息传播的新要求成为传统媒体转型突破的重要问题。面对新媒体的冲击，作为传统媒介代表的党报无疑面临严峻挑战。一方面，如何牢牢把握舆论主导权、强化党报的舆论主流地位、主体作用；另一方面，在报业竞争愈演愈烈的情况下，党报如何通过改革，拉近机关报与广大读者的距离，把报纸办得更有吸引力，稳固党报的读者群，适应市场与读者的需要。在新媒体成为传播格局决定性力量的今天，对党报而言，必须立足实际，积极谋划，坚定不移地走转型升级之路。面对传播格局的深刻变化，党报与新媒体的融合，既存在机遇也面临挑战。《南方日报》在新媒体时代的连续改版取得了重大成就，是省级党报进行报业改革的成功探索，成果卓著，引人注目。本文针对这一现状，以《南方日报》为例，通过解读《南方日报》在社会主义市场经济条件下的连续改版，探讨其成功之处，为我国党报改革创新战略转型提供了有益的启示。

关键字：新媒体时代 报业发展 党报转型 《南方日报》
 
The transformation of Party Organ in The New Media Age
——Take Nanfang Daily for example

Abstract

During the new period, with the rapid development of Internet technology, digital technology and mobile technology，the dissemination of information have entered the New Media Age.Surrounded by the new media, how to adapt to the new requirement from new media age to information spreading has become a vital issue for the traditional media in transformating. There is no doubt that party organ,which is the representative of traditional media has faced severe challenges because of the clash of new media. On the one hand, how to firmly grasp the initiative of public opinion and how to strengthen the mainstream position and main role are very imperative. On the other hand,the competition of press is intensified, in this case ,through the revolutionary, the party organ should approach organ to public readers, make the press more attractive,steady the readership as well adapt to the needs of readers. At the present, new media has become the decisive force in this communicating pattern, it is necessary for party organ to base on reality, plan actively, and take the road of transforming and upgranding. As the patern of propagation has changed deeply , the fusion of party organ and new media will either bring about the new chances or confrant with challenges. Nafang Daily has gained great achievements by revising continuously New Media Age, which is a succseeful explotation for provincial level Part newspaper to carry out the revolution. Its distinguished achievement has catched many people’s eyes. And this dissertation will take Nanfang Daily under the circumstance of socialist economy as well as its useful enlightenment for party organ’s innovation strategy.

Key words: New Media Age；development of press；transformation of party organ；Nanfang Daily

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】