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民生新闻曾是地方电视台占据影响力高地的一大法宝,但近年来收视份额和广告吸纳量双双出现下滑,主要原因还是互联网发展给传媒生态带来颠覆性变化,民生新闻的快捷、贴近等优势被逐步消解。本文通过分析民生栏目与新媒体在传播中的长短优劣,探讨民生栏目在内容选择、报道形式、运作方式等方面的应对之策,以精准服务受众、提升注意力、满足受众求知欲、引导公共舆论、提升舆论引导力为目标,力求找到一条民生新闻在互联网时代的“突围”之路。
Minsheng News was once a big magic weapon for local TV stations to occupy the high ground of influence. However, both the share of audience share and the amount of advertisement absorbed in recent years have been declining. The main reason is that the development of the Internet has brought disruptive changes to the media ecology. People’s livelihood news is quick and close Be gradually digested. By analyzing the advantages and disadvantages of livelihood columns and new media in communication, this article discusses the countermeasures of livelihood columns in aspects of content selection, report form and mode of operation so as to serve the audience precisely, enhance attention, meet audience’s curiosity and guide Public opinion and promoting the guidance of public opinion as the goal, and strive to find a livelihood news “breakthrough ” road in the Internet age.