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新媒体环境下,以“两微一端”为代表的网络平台成为新的舆情聚集地。此时,传统媒体纷纷转战新媒体平台,开通微博、微信或建立APP进行数字化转型,以适应新的传播格局。然而,传统媒体的“两微一端”平台为吸引受众注意力而一味求快,导致新闻报道“网帖化”现象泛滥,促使假新闻狂潮爆发。一方面,有损专业媒体的公信力且易引发群体恐慌行为;另一方面,暴露出媒介内部新闻报道规范性的危机。在这种专业规范日渐弱化的严峻挑战下,了解这种现象的成因,重新界定新媒体环境下“两微一端”平台的新闻报道职业规范,并规避不良操作行为,将有利于传统媒体的成功转型,充分发挥新闻媒体社会公器的效用,从而积极引导社会舆论。
Under the new media environment, the network platform represented by “two ends ” has become a new public opinion gathering place. At this point, traditional media have fought in new media platforms, opening up Weibo, WeChat or establishing APP for digital transformation in order to adapt to the new communication pattern. However, the “two-pronged” platform of traditional media has always been trying to attract the attention of the audience, resulting in the flood of news coverage and the spree of fake news. On the one hand, it is detrimental to the credibility of professional media and can easily lead to panic. On the other hand, it exposes the crisis of normative news coverage in the media. Understanding the causes of this phenomenon, redefining the coverage of news coverage practices in the new media environment and avoiding bad practices under the severe challenge of diminishing professional standards will benefit the traditional media The successful transformation of the media and give full play to the utility of the social media in the news media so as to actively guide social media.