《新华日报》抗疫报道传播力研究——基于对三个独立结构单位传播力影响半径的考察

传播力是引导力、影响力、公信力的基础。在全球抗击新型冠状病毒疫情的时刻,《新华日报》作为主流媒体如何做到"居高而声自远"?本研究以"新华日报"与"抗疫"或"防疫"或"防控"或"疫情"为高级检索关键词,使用Gooseeker和八爪鱼采集器进行网页数据采集。通过将数据分为暴发期、平稳期两个参照组,针对"两微一端""政务平台""地方报刊"三个独立结构单位进行考察。结合传播力影响半径公式得出以下结论:《新华日报》抗疫报道在"两微一端"的传播力影响半径最大。"两微一端"倾向于吸收《新华日报》中疫情进展通报、防控政策、民生、交通、社会安全、科普辟谣的相关报道内容。与《新华日报》抗疫报道互动紧密的政务类平台,除了省级相关职能部门,"苏州工业园区管理委员会"和"中国淮安"显示度高。平稳期《新华日报》抗疫报道对政务类平台的传播力指数更高。《新华日报》抗疫报道在江苏以外的地方级报刊中传播力影响半径不大,这与疫情发展态势、媒体性质亦有关系。

A Study on the Communication Power of Xinhua Daily Coverage of the Fight against Covid-19

Communication power is the basis of guidance,influence,and credibility.In the moment of global fight against the Covid-19 pandemic,how does Xinhua Daily,as a mainstream media,make its voice heard loud and clear?In this study,Xinhua Daily and "fight against epidemic","epidemic prevention","prevention and control",or "epidemic situation" are the keywords for advanced search,and Gooseeker and Octopus are used to collect webpage data.By dividing the data into two reference groups,namely the outbreak period and the stationary period,the author looks into the three independent platforms of "micro-blog,WeChat and App","government platform" and "local newspaper".Combining the formula of the influence radius of communication power,the following conclusions are drawn.The report of epidemic prevention by Xinhua Daily has the greatest influence radius on "micro-blog,WeChat and App".The "micro-blog,WeChat and App" platforms tend to absorb relevant reports from the Xinhua Daily on the development of the epidemic,prevention and control policies,people’s livelihood,transportation,social security,and myth buster.Among government-related platforms that closely interact with the Xinhua Daily epidemic coverage,apart from competent provincial departments,"Suzhou Industrial Park Administrative Committee" and "China Huaian" were frequently quoted.During the plateau period,Xinhua Daily’s epidemic report has a higher communication power index on government platforms and shows short influence radius among local epidemic newspapers and periodicals outside Jiangsu,which could be attributed to the development process of the epidemic and the nature of the media.