Stray Between News And Advertisement

On some newspapers, a kind of article that is similar with news as well as advertisement is popular, in China, someone called it "soft article", it reflects the phenomenon that blurred news and advertisement and with great fuzziness. In fact, "soft article" is not scientific expression, only called by some professional person in practical areas. This paper tries to analyze it in study view.Studies for "paid news" are abundant, critics for media corruption are common, but special study for "soft article" is scare. The author input several relative key words to CNKI to search for previous studies, hoping for enlightenment. Because the study object is rather ambiguous, this paper is not rush to definite, but first to classify the patterns of "soft article", then abstract the essence, definite after mastering the essence. Next, this paper visually unfolds various concrete shapes of "soft article", chooses typical cases from them to analyze with symbol and discourse methods in order to find out the operational system behind "soft article" phenomenon.Reasonability of "soft article" is always the controversial focus, this paper investigates from two aspects: science view and operation scale. "Soft article" 's valuation exists in science of advertisement and public relation, but for journalism, the key issue is the validity of the operation. This paper points out the negative influence of "soft article" created by invalid operation, then aims at this, investigates how to avoid from two aspects, self-regulation and out-regulation, in order to construct the discipline system under our country's media ecology.