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本文通过对十份海外华文报纸的读者调查和内容分析,探索了当前海外华文报纸发展的潜力和问题。调查显示报纸最大的优势在于读者价值,体现为读者结构优势带来的商业价值和社会影响力,以及读者对报纸较高的满意度和忠诚度两个方面。面临的主要风险来自于媒介环境的改变以及盈利模式的单一,问题表现为报纸的定位模糊与信息质量不高。文章并就此提出了应对之策。
This paper explores the potential and problems of the development of overseas Chinese-language newspapers by investigating and analyzing the contents of 10 overseas Chinese-language newspapers. The survey shows that the biggest advantage of newspapers lies in the value of readers, which reflects the commercial value and social influence brought by readers ’structural advantages and readers’ high satisfaction and loyalty to newspapers. The main risks lie in the change of the media environment and the single mode of profit-making. The problems lie in the vague position of newspaper and the low quality of information. Article and put forward a response to this policy.