What Is the Difference Between Communications and Journalism?

The journalism and communication major is a profession that trains journalism and communications professionals with a thick foundation, wide caliber, high quality, and strong capabilities. And quality. Graduates of this major can engage in the writing, editing, and management of news, text, audiovisual, and pictures in various newspapers, news agencies, radio stations, television stations, websites, photo agencies, and advertising, public relations, publishing, and other departments. Engaged in cultural dissemination, management, teaching and scientific research in state agencies, cultural organizations, enterprises and institutions and education and scientific research departments.

Journalism and Communication

The journalism and communication major is a profession that trains journalism and communications professionals with a thick foundation, wide caliber, high quality, and strong capabilities. And quality. Graduates of this major can engage in news writing, audio-visual, audio-visual, newspaper, news agency, radio, television, website, picture agency and advertising, public relations, publishing and other departments.

Cultivate journalism professionals with a thick foundation, wide caliber, high quality and strong capabilities. ^[1]

Can engage in various types of newspapers, news agencies, radio stations, television stations, websites, photo agencies and advertising, public relations, publishing and other departments to engage in the writing, editing, management and management of news, text, audio, and pictures, as well as state agencies, Cultural organizations, enterprises and institutions, as well as education and scientific research departments are engaged in cultural dissemination, management and teaching and scientific research. ^[1]

A professional website of news communication refers to a website whose main content is news communication. Since the establishment of the "China Journalism and Communication Review", China's first media channel in 1999, the number of media websites has grown significantly and their forms have gradually matured. According to incomplete statistics, there are more than 200 media websites covering a wide range of categories and branches; some already have high professional standards and have a greater influence in the industry and academia. The format of the media website sector is relatively stable and can be roughly divided into four categories: comprehensive news communication professional websites, media website media channels, business website media channels, news communication management, and industry organization websites. In addition, there are Chinese journalists,

1. Comprehensive news communication professional website was established earlier and developed steadily, but the development prospect is not optimistic.

A comprehensive professional website for news communication refers to an independent website with a portal structure and content focused on the field of news communication. In 1999, the first comprehensive news communication academic channel-"China Journalism and Communication Review" was created, and the click-through rate increased sharply in the next year or two. China Media Network,

Broad development space

Increasingly active journalistic practice has opened up a vast space for the development of media websites. Since the reform and opening up, the news media has entered the competitive system of survival of the fittest and survival of the fittest, and has an inherent impulse to pursue benefits. This internal impulse promotes the continuous updating of the content and means of communication, which in turn leads to an endless stream of news theories and opinions. This is the logic of the emergence and development of media channels. With the enhancement of the social function of the media, the role of the media in social life is becoming increasingly important. The media website is like an active "vane", which always reflects the current status of domestic media news practice.

The ever-increasing "media fever" has made media websites attract the attention of the industry and academia. along with

This major trains professionals who have certain theoretical knowledge and skills of network news communication, abide by the basic ethics and regulations of network news communication, and can engage in website construction, information collection, editing, and communication. ^[1]

College English, Introduction to Computers, Works by Chinese Modern and Contemporary Writers, Mass Communication, Introduction to Network Communication, Network Technology Foundation and Application, Multimedia Information Processing, Network Design and Production, etc.

China's online media news services, especially the central key news websites, are gradually showing the contradiction between popularization and nicheization. On the one hand, it is known for its popularity on the one hand, and on the other hand, it is committed to technical means. Personalized (niche) provision.

There are many versions of the definition of news websites. The news websites discussed in this article mainly refer to those websites with traditional media backgrounds. They not only have the qualification to publish news, but also have the right to interview news, such as People's Network, Xinhuanet, and CCTV International , China Daily. According to the recent statistics from iResearch.com, in the ranking of news website coverage, Xinhua.com, People.com, and Beiqing.com have consistently ranked among the top three news sites. This article also relies on these three sites for analysis. .

Popularization of content

For traditional medianewspapers, magazines, books, television, radio, and moviesthe audience is directly equivalent to the masses, which means that today, with a common cultural level, the popularization of content is more or less the same as citizens There are more or less connections. The characteristics of the network itself also make the network a booster for the popularization of news.

Online media has advantages that are incomparable with traditional mass media, such as digitization, multimedia, hypertext, globalization, and so on. Since then, it has assumed the responsibility of news release. Professional news websites have appeared one after another, and its role has been provided simply by traditional media News to service dedicated to news information. And because of the background of traditional media and the fierce competition of network information services, the popularization of content has become the consistent pursuit of news portals in the field of news, which is mainly reflected in the following two aspects:

The first is the sheer volume and abundance of news. Unlike traditional news media, the first trick of news websites in terms of popularity is mass and richness, which is easy to achieve for websites that rely on the Internet. Hyperlinks have achieved geographical leaps, making the Internet the only global media, and digital technology has greatly expanded the capacity of the website. Therefore, logging into a news portal is like entering the ocean of information, and you can find what you have Need any news.

At the same time, multimedia technology has made news websites rich in expressions, including text, pictures, audio, video, animation, and so on. It can be said that a full-scale "extension" of human sensory organs has been achieved. This enables people to enjoy a full range of vision and hearing, in line with the public's aesthetic psychological needs.

The second is the softness and entertainment of news. In order to attract public attention, major news websites have tended to soften and entertain news. The writing method is not a straightforward narrative, but a close-up and humanistic writing method, highlighting the interesting, making the writing of news more like storytelling. Beiqing.com has carried out softening and entertainment to the end. There are entertainment stations on the homepage, and most of the news content is mainly entertainment. There are only so many real hard news.

However, popularization means that most of them are the same. This will make the dissemination of the content more or less singular. The similarities and differences in the content of news sites are the best examples. After attracting public attention to a peak, in order to broaden the development of news websites, the concepts of niche and niche were put on the agenda for a while.

Niche technology

Relative to the masses of traditional media, niche refers to a small group of people with specific interests. The extreme of niche is personalization, and personalization is to show different characteristics for each person or scene and thing.

With the rise of the concept of Web2.0, concepts such as niche, niche, and personalization have also become mainstream vocabularies. In order to gain greater click-through rates, news portals use niche technology as a main tool to make money in terms of technical means. .

News customization. Netizens choose according to their own needs, specifically tailored to the needs of netizens' segmentation and personalization, but with the development of the Internet, news customization is more biased towards RSS.

RSS aggregation service. Web users can read RSS-supported website content without opening the content page of the website with the help of news aggregation tool software that supports RSS, without being affected by advertisements or pictures. The central key news websites have launched RSS feed news services.

Special services. Special service refers to the aggregation of news information on a certain topic or event into a topic. It can integrate the various expressions of the Internet to make a timely, comprehensive and in-depth report on a certain news topic or event. It targets only a small audience that is interested in a topic.

News retrieval. News retrieval refers to the news search engine, which is a weapon for finding news. If you enter "Wuji", you will find 1,173 articles about "Wuji" on Xinhuanet. Through this news search engine, I can learn about Xinhua's report on "Wuji", and these reports are only my concern. The "Wuji" report is not of concern to others.

Blog or netizen essays. Blog is undoubtedly the most popular form of personalization. Blogs can be set up on Beiqing.com forums, while Xinhua.com and People.com appear more in the form of netizens' essays. It mainly refers to posting in news forums. Many people put their articles together to form a corpus, which is similar to a blog. It is also a personal expression for individuals who have a corpus of netizens. At the same time, readers can also choose corpus of netizens to personalize it. Reading.

Popularization + nicheization

The niche in the network age should not only be a niche in technology, but also a real niche in content.

However, the status quo in China has been separated from this. News websites have organically combined popularization of content with niche technology, and continue to open up the Internet. In the market today, the road of simple niche is not feasible. The emergence of the niche market is mainly due to the diverse needs of the audience, prompting the media to seek market segments. It can be said that neither the minority nor the minority actively seeks segmentation by the media, but rather a passive strategic choice. However, there are two biggest problems with nicheization in pure content: one is the increase in costs in the process of finding market segments; the other is the limited profit growth due to the limited space of market segments.

Therefore, in practice, it is necessary to find common "popular factors" among the niche and use the technical characteristics of the network to segment the mass market. This is even more feasible for the majority of news websites. Popularity of nearly 10% Today, news sites have won the attention of most people through the popularization of content, and the technical focus has made it fix the attention of some people. This is undoubtedly relatively clear.

The popularity of news content will inevitably make news quality linger on the edge for a long time. After the mass and richness of news, a variety of gossip messages have been circulated on the Internet. The close connection between popularization and civicization has greatly strengthened the entertainment component of news. Entertainment and social news are in various news portals, compared to traditional media. For example, the proportion is constantly rising, and some serious news has also disguised the title and content in order to win clickthrough rates.

As a result, most of the news appearing on the website appears with stimulating, sensational, or even provocative words, hard news is softened, and the guiding role of news websites is greatly weakened. For example, headlines such as: "Rwanda's nine-year-old girl gave birth to a baby boy and was raped", "Sexist master Heidi is a beauty", "British sexy female anchor". In the long run, in order to attract the maximum number of eyeballs, news websites can only increase popular and even vulgar content, cater to low cultural interests as much as possible, and reject all depth and strength. The long-term competition of such low-level content is only Can make the content lack of substance, one-time content, spam becomes the general trend, it is difficult to improve the quality of news.

The niche of news will aggravate the "information gap" phenomenon. The audience is selective in accepting news. In the process of using Internet technology to personalize, it is inevitable for netizens to add personal interests and backgrounds. Due to different backgrounds in life, everyone will choose different content. This problem has also been verified in blogs. People of different backgrounds can choose different blogs to read. The entertainment of "Cardinals" and "Sister Furong" is one of them.

Therefore, when popularization and nicheization are combined, news websites should also use their credibility to guide powerful public opinion. In some mainstream news websites, the narrative style of news can be more interesting and humane, but the content of news that must be regulated for civic ethics cannot be reduced. At the same time, multiple ways of communication on the Internet can be used to achieve universal consensus.

No matter whether it is popular or niche, it is the result of combining actual innovation of news websites. With this spirit of innovation and seeking truth from facts, the network of news will go wider and wider.