本报告研讨了新华通讯社在新中国成立70周年之际推出的新闻游戏《飞跃看变化》,复盘并探索了主流媒体如何在主题报道中做好跨界融合。报告提出,面临以青年为主体的移动互联网用户群体的转变和万物皆媒的多元化挑战,主流媒体通过与游戏跨界融合,将家国情怀的新闻元素解码为赛道设计和彩蛋嵌入等,从而实现爱国主义教育的破壁传播,给目标受众带来沉浸式体验,成为移动互联网时代提升传播有效性的有益尝试。未来,主流媒体的跨界融合要从受众角度出发,做好主流媒体与商业平台的融合。
<<This report explores how mainstream media could realize trans-platform convergence in subject reports by analyzing the case of Xinhua News Agency’s news game product China’s Change on QQ Speed. Mainstream media nowadays faces new challenges such as the youth-dominated audience population and the mediated communication environment. By integrating news with gaming,Xinhua News Agency embodies national identity and news elements in game design,so as to realize the trans-platform communication of patriotism education. This practice attracts the target audience to immerse and to experience,and is regarded as a beneficial attempt to improve the communication effect in the era of mobile Internet. In the future,the practice of trans-platform convergence should proceed from the perspective of the audience and integrate mainstream media with commercial platforms.
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