News Values

? News value refers to the sum of the qualities contained in the facts themselves that are sufficient to constitute news. These special qualities of the *** with the same characteristics is able to cause a wide range of audience *** with the same interest, can be a wide range of audience attention. Measure the five elements of news value standards include: newness, importance, prominence, proximity, interest.

? Self-media refers to the private, civilian, autonomous communicators, with modernized, electronic means, to the unspecified majority or a specific single person to pass the normative and non-normative information of the new media in general. In the new media era, news value has undergone many changes.

First, the reasons for the emergence of news value and the nature of news value

The concept of news value emerged in the 1830s in the Western newspaper industry, the "period of the popular press". Accompanied by the first industrial revolution, the capitalist newspaper gradually shrinking, the rise of the popular press, the general establishment of capitalist production relations, making the newspaper become a capitalist enterprise, newspapers and other commodities, as a means of obtaining profits.

The mass media, as a commodity, earns its income by publishing advertisements, and in order to increase its market share, sells "the newspaper to the audience, while the audience sells it to the advertisers."

News value is the result of the objective process of commoditization of news. The reason for this is the contradiction between the communicator's selection criteria and the audience's information needs, as well as the contradiction between unlimited facts and limited communication resources.

Nowadays, in the era of new media, the commodity attribute of news value itself changes with the development of liberal monopoly and commodity economy, while the media technology subconsciously changes the audience's cognition, attitude and behavior. It gives news value more new meanings.

Second, the similarities and differences between traditional and contemporary news value standards

(a) the similarities between traditional and contemporary news value standards

1. News value orientation remains unchanged

With the update of various emerging technologies and the development of new media platforms, the commercial attributes of news value give news reports a shift from the transmitter-centered to the recipient-centered, but the core elements of news selection, news reporting and news reporting that most constitute News selection, news coverage of the core elements of news value orientation remains unchanged.

2. Proximity - scene and customization highlight

Proximity refers to the degree to which news facts and reports are of interest to the audience. With the development of digital technology, the needs of different audiences are facilitated. The Long Tail Theory suggests that a collection of segments tends to hold more of the market than the masses. In news reporting, news scenarioization and customized push empowers the satisfaction of different audience needs.

For example, in today's headline platform, its "what you care about is the headline", highlighting the proximity of news value elements.

(2) The difference between traditional and contemporary news value standards

1. All-time - the space-time reshaping of mobile live broadcast

Among the news value elements, the time-newness refers to the degree of recentness of the news facts and the degree of timeliness of the news reports. In the new media environment, technology gives the media the utility of time and space reshaping, the form of live broadcast is so. The series of live reports during this year's "Two Sessions" gave audiences better access to the media. The newness of news reporting has been replaced by the full-time nature of news reporting.

2. Interesting, important - hard news soft interpretation

In the information explosion brought about by the Internet, the traditional meeting news, as well as major current affairs and politics, the attraction of the audience gradually declined. Instead, entertainment stars, and social hotspots are more eye-catching. In the series of reports on the 2016 Olympic Games, Wang Baoqiang divorce security checks instantly overshadowed the heat of current affairs news. The selectivity of the audience is more demanding of traditional news.

In recent years, the emergence of emerging forms of news such as data news, moving news, visualization news, etc. is precisely in line with the need for soft interpretation of hard news.

3. Interactivity - timely feedback, experience participation

The main function of the traditional mass media is to send the processed information to the news, but nowadays the convenience of a variety of mobile media, so that the audience's participation increased. This requires news reports not only from the content to meet the standards of news value, but also then channels to meet the needs of the audience to play the effect.

Third, since the media news reports to enhance the news value of the measures

(a) content is king

1. professional interpretation

Self-media itself lacks the right to write the news directly, but the news events that have taken place, hot spots of the interpretation of the recognition of multiple perspectives to make the audience to produce emotionally **** invigorated.

2. Avoid rumors

Many self media in order to attract the audience eyeballs, will not be verified news proliferation, resulting in self media platform in the crisis of confidence. Based on this, if the self-media can ensure the accuracy of its information, the mainstream of the point of view without pandering, claptrap, itself can win the favor of the audience.

3. Accurate positioning

The change from mass to niche is the trend of media development in the new media environment. In the development of self-media, its accurate positioning of niche markets, although it will reduce some of the audience, but reflects the proximity of the news value.

(2) Various forms

1. Enhanced interaction

Feedback and feedback is an important part of news reporting. Self-media's own civilianization advantage makes it possible to strengthen the interaction with the audience. At the same time, it can tap into the deeper needs of the audience.

2. Play creativity

The disadvantage of first-hand information in news reports can be slightly modified with the content of the perspective of the new, the media can play an active form of advantages, such as the use of h5, small games, charts, and other forms of dissolution of the seriousness of the traditional media news reports.