中文摘要：

采取抽样方法对2011—2013年《湄洲日报》妈祖文化报道进行内容分析,对《湄洲日报》负责妈祖文化采写的记者进行深度访谈,发现妈祖文化报道存在的问题,从报道议题、报道技巧、报道策划、新媒体利用等方面提出具体的创新策略,以增强报道宣传的效果。

英文摘要：

The paper uses content analysis method to explore the reports of Mazu Culture on Meizhou Daily from 2011 to 2013. It has in-depth interviews with reporters of Mazu Culture on Meizhou Daily. And it finds out the problems in the reports. It proposes innovation strategy in terms of report topics, report skills,report plans, new media uses to strengthen the report effect of Mazu Culture report on Meizhou Daily.