A Study On The Propagation Mechanism And Innovation Strategy Of Newspaper

Research on the mechanism of transmission and innovation strategy of pai ke pagePai Ke(means amateur photographer) page is one of many pages in the newspaper, which isoriginated from the traditional photo page in the newspaper. Its making and spread is much linkedwith the amateur photographers, who provide original photos and take participate in the makingprocess of the page.The rise of Pai Ke is much associated with our social environment. With the rapiddevelopment of IT,mobile communication technology and digital media technology in the21stcentury, Pai Ke gain much support. There are more and more opened public opinion environmentand tolerant mass culture environment, Which puts the grassroots efforts that are neglected by themainstream media into the public consciousness. The development of the public culture andgrassroots culture creates necessary culture environment for the rise of Pai Ke. With IT technologybeing more and more accessible, people get used to browse information by the PC and phones. Inthis situation, the newspaper explores new way to communicate, trying to adapt to it.To deal with the difficulty that IT brings and the question that news are getting more and morehomogeneous, the newspaper is trying to gain more consciousness by innovating form and content.The number of Pai Ke is getting larger, who becomes the necessary page of newspaper reporters. Toobtain more original content in the fierce competition, newspaper thinks highly of Pai Ke. The PaiKe page consists of4-7photographs, with interesting title and brief characters, trying to providefresh expression to the readers. The form of Pai Ke includes e-paper,the given page in the website,which can be spread by the QQ,Microblog, etc. As a result, the innovation of the spread helps toraise newspaper’s fame.In this research, we can see that Pai Ke page appears in Beijing Morning Post,GuangzhouDaily,Jtao evening,Qingdao Morning News,Tengzhou Daily around2009,while there is littleattention in our research. So, it’s worthwhile to research its form of communication, explore itstheoretical significance, make policies to settle obstacles.This paper discusses the rise and currant situation of Pai Ke from a development perspective,trying to study the elements and content of its communication under the realistic principle, to bringup strategies for the questions such as the unfixed publication time. Also, we summarize the experiences of the typical Pai Ke making and ways of communication, raising strategies such asinteraction and monitor, to provides useful information for the development of Pai Ke.