【摘要】：構(gòu)建媒體與企業(yè)良好互動(dòng)關(guān)系,是與媒體和企業(yè)的可持續(xù)發(fā)展和社會(huì)和諧發(fā)展有關(guān)的一個(gè)重要問題。良性互動(dòng)關(guān)系的構(gòu)建需要媒體和企業(yè)雙方共同努力,互動(dòng)關(guān)系的建立強(qiáng)調(diào)的是兩者之間的相互作用力。媒體與企業(yè)之間的互動(dòng)合作,與一般的企業(yè)與企業(yè)之間的合作有著一定的不同,這樣的差異源自于媒體的雙重屬性。一方面,媒體具有經(jīng)濟(jì)屬性,需要參與激烈的市場(chǎng)競(jìng)爭(zhēng),搶占更多的市場(chǎng)份額,就必須要進(jìn)行市場(chǎng)營(yíng)銷,擴(kuò)大品牌的影響力,以吸引更多的廣告主投入廣告。媒體的經(jīng)濟(jì)屬性決定了媒體必須要與市場(chǎng)發(fā)生聯(lián)系,媒體可以根據(jù)自身的機(jī)制體制,可以將體制內(nèi)允許可市場(chǎng)化運(yùn)作的部分,營(yíng)銷、廣告、或是節(jié)目的制作方面充分與企業(yè)合作,構(gòu)建良好的媒體與企業(yè)合作關(guān)系以謀求共贏,達(dá)到更佳的經(jīng)濟(jì)效益,為企業(yè)創(chuàng)造價(jià)值的同時(shí)也為傳統(tǒng)媒體的轉(zhuǎn)型提供雄厚的資金。另一方面,媒體又具備有社會(huì)屬性,是社會(huì)公器,不能夠完全地進(jìn)行市場(chǎng)化運(yùn)作,與企業(yè)的互動(dòng)和合作過程中,又要堅(jiān)守自身的新聞專業(yè)主義,避免淪為市場(chǎng)化的犧牲品。保證媒體報(bào)道的新聞是客觀公正的,不因?yàn)榻?jīng)濟(jì)利益集團(tuán)的關(guān)系而改變報(bào)道的方向,內(nèi)容的傾向。構(gòu)建良好的媒體與企業(yè)互動(dòng)關(guān)系,需要媒體與企業(yè)大力合作也需要媒體堅(jiān)守自身的新聞專業(yè)主義。企業(yè)在構(gòu)建良好的媒體與企業(yè)互動(dòng)關(guān)系中,要充分發(fā)揮自身的經(jīng)濟(jì)優(yōu)勢(shì)以及人才優(yōu)勢(shì),但也需要尊重媒體的新聞專業(yè)主義的需求。本文以媒體與企業(yè)互動(dòng)關(guān)系為研究對(duì)象,分別從成功的案例和失敗的案例進(jìn)行分析,通過對(duì)兩個(gè)典型的案例進(jìn)行正反面對(duì)比,從成功的實(shí)踐的案例中歸納總結(jié)出可供借鑒的經(jīng)驗(yàn)。同時(shí),媒體與企業(yè)互動(dòng)中也存在一些問題,如有償不聞的問題的存在比較嚴(yán)重,本文以21世紀(jì)新聞敲詐案為例,從新聞專業(yè)主義的理論角度考察當(dāng)下的媒體與企業(yè)互動(dòng)中存在的問題。解析其媒體與企業(yè)惡性互動(dòng)關(guān)系中存在的問題,并分析其背后的原因,并為構(gòu)建良性媒體與企業(yè)互動(dòng)關(guān)系提出相關(guān)的意見和建議。
[Abstract]:It is an important issue related to the sustainable development of media and enterprises and the harmonious development of society to establish a good interactive relationship between media and enterprises. The construction of benign interaction requires the joint efforts of both media and enterprises, and the establishment of interactive relationship emphasizes the interaction between the two. The interaction and cooperation between media and enterprises are different from the general cooperation between enterprises and enterprises. This difference stems from the dual attributes of media. On the one hand, the media has the economic attribute, needs to participate in the fierce market competition, preempts more market share, must carry on the marketing, expands the brand influence, in order to attract more advertisers to put the advertisement. The economic attribute of the media determines that the media must have contact with the market. According to their own mechanism and system, the media can allow the marketable parts of the system, marketing, advertising, Or the production of programs to fully cooperate with enterprises, to build a good relationship between media and enterprises to seek win-win, to achieve better economic benefits, to create value for enterprises, but also for the transformation of traditional media to provide abundant funds. On the other hand, the media has the social attribute, is the social public instrument, cannot carry on the market operation completely, and in the process of interaction and cooperation with the enterprise, must stick to its own journalism professionalism, avoids becoming the victim of the marketization. To ensure that the news reported by the media is objective and impartial, and does not change the direction and content of the report because of the relationship between economic interest groups. To build a good relationship between media and enterprise requires media and enterprises to cooperate vigorously and media to stick to their journalistic professionalism. In order to build a good relationship between media and enterprise, enterprises should give full play to their own advantages of economy and talents, but they also need to respect the demands of journalism professionalism of media. This article takes the media and the enterprise interaction as the research object, separately carries on the analysis from the success case and the failure case, through carries on the positive and the negative contrast to the two typical cases, The experience that can be used for reference is summed up from successful practice cases. At the same time, there are also some problems in the interaction between media and enterprises, such as the problem of paid not hearing is serious. This paper takes the 21st century news extortion case as an example. From the perspective of journalism professionalism, the problems existing in the interaction between media and enterprises are investigated. This paper analyzes the problems existing in the malignant interaction between media and enterprises, and analyzes the reasons behind it, and puts forward some suggestions and suggestions for the construction of a benign relationship between media and enterprises.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206

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