The Intrinsic Consistency Between The "Three Approach" And The News Dissemination In New Epoch

When entering a new media period, the biggest theory challenge for all the newspaper, broadcast and the TV is to transform the concept of the audience to the consumers. Nowadays, audiences are no longer completely passive receivers, but participators and disseminators of the information. And they have played a more and more important role in dissemination.Our society is becoming more colorful, and the contact of the people is closer, so the audience's request for news dissemination represents diversity and individuality, the request for news has a brand new taste and standard, and especially for the aesthesia of information, which needs to be deeper, wider, higher and quicker. They become fastidious and earn more respect for the right of knowing the fact of a case, the right of choosing, and the right of participating. The audiences have become the buyers of the news market. "The audience-based" dissemination model of the news have objectively taken the place of "the disseminator-based" which existed only in the period when lack of dissemination. The competition of the news market has transformed to the vying over the audiences. Approaching to reality, approaching to life and approaching to the masses are three important guarantees to adapt to new situations, and accomplish new tasks, and they're also essential ways to enhance focalization, substantial result, attraction and influence. "Three-Approaches" in one hand is the faithful reflect of the Party's mass line, in other hand is the concrete reflect of news regularity in practice, and also concrete request to media and news workers on society responsibility."Approaching to reality, approaching to life and approaching to the masses" is not only the requirement arisen by the Party, but also the hope given by the people to the work of reporting news. To speak frankly, we haven't transmitted the concept of the audience totally. The nuclear of "Three-Approaches" is the problemof the Party's mass line, and what needs to be solved involves the problem of relationship between relaying and reception. Only the newspaper's dissemination uses the "Three-Approach" theory can it find the starting point and the stopover and be influential and affinitive. "Three-Approach" conforms to the dissemination of news and its principle. It's a very important thing to know how to combine the dissemination of news and the audience effectively and how to take the "Three-Approaches" into practice. The responsibility of dissemination is the most fundamental responsibility of news media, including the direct dissemination for the information of society polity, economy, culture, and daily service, which is decided by the essential property of the news. So, how to carry out this "Three-Approach" when it comes to the dissemination of the media?This essay will involve the following aspects: the meaning and feather of the "Three-Approach" of news dissemination; the intending route of the "Three-Approach" in new epoch; the social situation that our news dissemination is in and the scientific principle and demand of "Three-Approach". And it will also have some research on how to combine the news' dissemination and "Three-Approach" theory.