The Change Of News Communication Strategy In China From 90's Of 20～(th) Century

Media and audiences are two key factors in the news communication; they play key roles in the whole bridge of news communication. Both of them means a lot to each other. And, both of them influenced each other deeply. On the macroscopically stand view, media power and audiences power show the way of antagonism, or carry forward together; on the microcosmic stand view, the power of them sometimes appear, and sometimes recessive. In one word, the development of journalism enterprise is the result of their join forces. From 90's of 20^th century, the strategy of Chinese news communication has changed a lot, "media center" strategy changed into "audiences center" strategy, and with the times went by, some kind of trend shows that "media center" strategy comes back, so the strategy of Chinese news communication also show some characters of mix developing.In this thesis, the author analyzed the advantages and disadvantages of these two news communication strategies, "media center" strategy & "audiences center" strategy. Put some typical cases into the research view in order to find out the most important point during the change of last 20 years of Chinese news communication strategy, then point out the main standpoint of the whole thesis, that is the change is not a kind of simple change, but its a strengthen of the essence of news itself. No matter Chinese media choose what kind of thecommunication strategy, the essence of news itself couldn't be ignore, and, only depend on the strengthen of the essence of news itself media can win its game in the competition. The author also researched the essence of news communication, explained the meaning of "content first", shows some typical models of "content first" of news communication, figured out forming and condition of media market, and, compared Chinese traditional media with web media and foreign media. "Content first" of news communication fits the actuality and trend of Chinese journalism enterprise; also, it's the right carrier of the join forces of media power and audience's power.The main time span of this thesis begins from 90's of 20th century, end at these days in 21st century. These years are the typical phase of the reciprocity of the "media center" strategy and "audiences center" strategy. In these years, "content first" of news communication also became more and more remarkable.