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所谓主题宣传,就是媒体在一段时期内,集中人员和资源形成聚合传播力,通过传播理念的更迭,传播内容的拆分重组,话语权的转让,新技术的应用等方式,使受众的被动接受转变为主动参与,增益网络传播的效果。在互联网蓬勃发展的今天,解决如何创新网上主题宣传,成为新闻工作者面临的重要任务和紧迫课题。文章即从理念、内容、运用新技术三个维度去探索网上主题宣传的创新。
The so-called theme of publicity is the media for a period of time, the concentration of resources and the formation of aggregate communication power, through the dissemination of ideas change, dissemination of the split and reorganization of the right to speak of the transfer of new technologies, such as ways to make the audience’s passive acceptance Into active participation, the effect of gain network communication. Today, when the Internet is thriving, it is an important task and an urgent task for journalists to solve how to innovate the online thematic publicity. The article explores the innovation of online thematic propaganda from the three dimensions of idea, content and application of new technologies.