作　　者： ; ;

机构地区： 暨南大学新闻与传播学院

出　　处： 《国际新闻界》 2012年第4期84-89,共6页

摘　　要： 日本是报业大国,世界日报发行量排行的前三名均为日本报纸。对于日本报业繁荣的原因,目前已有不少相关文献进行论述,但却缺乏第一手的实证数据佐证。本研究采用调查法,实地在日本东京回收了208份问卷,从中得出了对于日本报纸读者行为最直观的了解。日本人读报率高、读报具有很强的惯性,而且忠诚度相当高;但另一方面,年轻一代的读报率和读报意愿降低,却是日本报业不得不重视的问题。本文也对日本报业的革新措施进行了探讨,以供中国报业借鉴。 This research uses investigative method, gathering 208 questionnaires from Tokyo, in order to directly analyze and understand Japanese newspapers and readers. We finds that a high percentage of Japanese have the habit of reading newspapers, and their loyalty toward newspapers are high. But on the other hand, younger people have much lower reading rate and loyalty than the elders, and this will be a big issue for Japanese newsapers. Some discussions and suggestions for the innovation of Japanese newspapers are also proposed.

关 键 词： 日本报业 读报习惯 阅报率 读者调查

领　　域： [文化科学]