Party Newspapers New Media Era Of The Dominant Position Of Public Opinion

In China, CPC newspaper (including magazines), as organ-newspaper, has been leading the direction of Chinese socialist journalism in every historical era. Since the reform and opening policy took place, especially since the 21st century, when the global media structure and opinion guidance structure profoundly changed, Party newspaper has been going through serious challenges arisen from the socialist market economy. Due to the shock and impact of new media, the political and market status of Party newspaper and other traditional media are declining. Besides, their functions of supervision by public opinion and the power of guidance of public opinion are weakening. Therefore, it is worried that Party newspaper's dominating status in public opinion would be marginalized.In Introduction, this dissertation elaborates Party newspaper faces challenges aroused by market economy and impacts exerted by new media. And its leading status is being declined.Chapter 1 defines Party newspaper and new media, analyzes Party newspaper's nature and historic mission, describes new media's features, and examined their relationship.Then, the necessity of strengthening Party newspaper's leading role in public opinion is probed from five aspects in chapter 2. First, it meets the needs of strategy of the security of public opinion; second, it meets the demands of strengthening CPC's governance capability; third, it is the essential means of maintaining the harmony of society and economy; fourth, it is an effective channel of promoting China's international power of discourse; fifth, it is the choice of improving the competitive power of Chinese culture.Chapter 3 analyzes the following difficulties:difficulties of advertisement business, decline of distribution amount, and instability of staff. The author believes there are five underlying reasons, which are diversified market leads to Party newspaper's role complication; diversified value leads to enterprise-oriented management; Western ideology weakens its creditability; contents divorce from market; its specialty contradicts capital management.Studying typical cases, Chapter 4 expounds key strategies for strengthening Party newspaper's leading role in public opinion. In the first place, by examining the reform of Dazhong Daily and People's Daily, combining with his own working experiences, the author addresses creating content to promote guidance power. Then, with the example of Jinhua Daily, the author illustrates how to raise media communication power by adopting new media. Finally, through introducing the cooperation between Xinhua News Agency and Alibaba, Nanfang Press Corporation, Phoenix Satellite Television and Guanzhou Daily, the author proves that omnimedia is the developing trend. The author further present that Party newspaper should take advantage of advanced technologies to transform traditional communication model, that construct news-releasing websites, that develop new transmission channels, so that communication power could be promoted and words, images and information on the main and subsidiary newspaper could be disseminated to every household. In the meantime, the author suggests Party newspaper should set omnimedia as goal and break through traditional development model to promote and consolidate its leading role.Chapter 5 highlights four principles that must be adhered to in the process of strengthening Party newspaper's leading role. Fist, persisting in correct public opinion direction is the life line of media, especially of Party newspaper. Second, the process must consistently serve the overall interests with Party Committee as the center. Third, the process must stick to "three closeness". At last, the process must persevere in supervision by public opinion.In Conclusion, this author cites a comment of Dai Yuqing, Chairman of Guanzhou Daily, to conclude the whole dissertation. Dai points out that the direction of Party newspaper's future is to forge omnimedia. And thus, he believes Party newspaper's future would be more vigorous and its leading role would be further strengthened.