"shenzhen Special Zone Daily" Typical Reported Studies

The party newspaper has been the effective carrier to issue the news and vectoring the consensuses, and plays an important role of introduce, propaganda and inspiring for many years. But it is impacted in the few last years with the founding of metropolis newspaper in succession, the continuous rising of new media and the significant changes of audiences'environment. Nowadays, the party newspaper's ability of guiding public opinion is reducing, its public credibility is deficient obviously, and its circulation and advertisement amount can't match the metropolis newspaper's. So, compared with metropolis newspaper, party newspaper is marginalizing day by day.Typical character report is an important report of party newspaper. Successful typical character report could introduce the typical characters which are approved by the readers and produce related famous reporters and famous columns. All those above have essential effect to promote the brand value of party newspaper. But it is a pity that typical character report falls in the dilemma and has been a gradual decline. How to promote the party newspaper's brand value by improving typical character report has became a vital proposition in front of both school and industry.As the official newspaper of municipal Party committee of Shenzhen, "Shenzhen Special Zone Daily" plays the full role of mouthpiece as party newspaper, gains audiences'trust and approval at the same time, and has circulation and advertisement income which both rank at the front nationwide. As far as the typical character report, "Shenzhen Special Zone Daily" introduced Cong Fei, Li Chuanmei, Guo Chunyuan the three national characters, and made a huge success. We found through the study that "Shenzhen Special Zone Daily" has its special way in typical character report, for instance, a great quantity of typical character report is issued on social news edition, multiple report means are used conjunctively, numbers of columns are open up for typical character report, and etc. All of these means put the typical character report of "Shenzhen Special Zone Daily" to the peak together.By introducing typical character on social news edition, "Shenzhen Special Zone Daily" reduces audience's stereotype on typical character effectively and strengthens the reports'effect. And the success due to Long-term adherence to the report of typical character makes us re-examine the inadequacy of the ages'study to the typical character report's effect, which takes "limited effect theory" as the major examination theory. Actually, both on "agenda-setting theory" and "cultivation theory", the continuous report of typical character is positive to the society and audience.The successful experience of "Shenzhen Special Zone Daily" provides a worth-learning method to the improvement of typical character report. The reform of report idea should be the first step of the reform of typical character report, which concludes converting the idea of propaganda to the idea of news and excavating typical characters in the daily life. Second, typical character report should eliminate the reporter's stereotype of typical character and the report related, and get rid of stereotyped writing to improve the readability of the report. The third, the typical character report should not be sporadic but the party newspaper should establish the normalized mechanism for it and conduct various reviews and discussions on typical characters. It helps form long-term influence on audience and create the atmosphere of the approval and emulating of typical character in society.