我国地级都市报软文现象分析——以珠三角地级都市报为例
我国报纸在广告传播上充斥着一种混淆新闻和广告的现象，将广告内容移植于新闻文体里，或是广告信息里出现了新闻文体，业界称为“软文”。
本文尝试对报纸上这种模糊了新闻与广告之间界限的现象进行分析，并且重点选择以珠三角地级都市报上的典型软文作为例子来分点阐述。首先是探究报纸软文的现况，探讨我国地级都市报软文概况和分析珠三角地级都市报里的典型个案，直观呈现“案例软文”里的表现形态，以个案分析法和内容分析法来细究软文现象并作出案例评析，并本文尝试从学术角度和操作层面这两个方面探索报纸软文盛行的成因及对不同主体读者、新闻媒体和广告商的不良影响，进而针对这些负面影响，从“自律”和“他律”两大层面进一步阐述该如何规避这种不合新闻操作规范的现象，尝试对我国媒介生态的约束体系作出更好的建议。
关键词：我国珠三角地级都市报；软文；案例分析；遏制措施
The analysis with advertorial phenomenon prefecture-level city metropolis daily in our country
--set prefecture-level city metropolis daily in Pearl River Delta an example
Abstract
The phenomenon of mixing up news and advertisement in the advertising communication in China newspaper,the content of advertisements transplant into the news style,or message of the advertisement come out from the news style,which is called ‘advertorial’ in the trade union.
Trying to explain the phenomenon of the witness between advertisements and the news which is analyzed in the newspaper,as well as the emphasis of the expound according to the order that choosing the typically advertorial from prefecture-level city metropolis daily in Pearl River Delta as the examples.The first of all,explore the current situation of the advertorial,and analyze the advertorial generalization of the prefecture-level city metropolis daily in our country,mainly select the representative cases in the the prefecture-level city metropolis daily to analyze,which directly presenting the form of the expression from the
examples,evaluate the phenomenon of the advertorial from the methods of the cases analyzing and the content analysis.‘Advertorial’ is the propaganda of the advertisements but showing up in news style,challenging the authority of the credibility in journalism.The paper discuss the phenomenon of the newspaper advertorial from the angles of the discipline and the aspect of the operation,exploring the reasons and the advertorial has impact on different readers,the news medium,the advertisers,in the light of these negative influences,from two levels ‘heteronomy’and ‘self-discipline’ to further interpreting how to avoid from the phenomenon of the journalism irregularity,trying best to come up with better advises as the restrict systems to the organism of media
Key words: Metropolis daily; Advertorial; Cases analysis; Take some measures
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