A Comparative Study Of The Newspaper’s Public Reports

Since the 2008 snow disaster, Wen Chuan earthquake in the west of China’s various disaster events increased, the people at home on the charity activities participation, participation enthusiasm gradually increased. But the 2011 "Guo Meimei flaunt wealth" incident to the Red Cross Society of Chinese backed by the government into a crisis of confidence, people have questioned the money at the same time put forward more open, fair, transparent requirement of Chinese public welfare undertakings. As the "fourth rights" of the media, also began to actively play their social responsibility, to report the public news, pay attention to public welfare undertakings, the spread of modern concept of public welfare responsibility. On the one hand, the media through the performance of his duties, public news media supervision of public welfare organization reports; on the other hand, the media use the practical action to carry out public welfare activities, support the development of public welfare organization practice their own small public.In 2001 China’s first comprehensive, national public newspaper "public welfare times" come out, opened the public reports the trend of specialization, and the urban media reports have not been as welfare financial news, sports news, entertainment news and other fields have their own fixed layout in newspapers, only occasionally in such media the important social public events will report it, it also produced a series of reports on many problems because of the lack of professional and bring, such as the lack of humanistic care, invasion of privacy vulnerable groups etc.. Face strong competition in public field reports, metropolis newspaper began to choose to set up public welfare or public welfare weekly in the form of monograph to public reports, "The Southern Metropolis Daily" is one of them, the newspaper in 2011 added "public welfare weekly" as its transfer of modern concept of public welfare, social responsibility platform.In order to study the effect of two different types of newspapers in the specific understanding of the public reported, this paper selects two most representative of the two newspapers, "The Southern Metropolis Daily, public welfare weekly" and "public interest" to do a comparative analysis of the times. With the quantitative analysis as the main research method, using real data with specific characteristics of the two newspapers reported the induction, informed point of public reports Metropolis Daily "The Southern Metropolis Daily, public welfare weekly" and "public interest" professional newspaper the times of different types of differences, and remind the other media may be in the public domain report problems.This paper selects the "The Southern Metropolis Daily, public welfare weekly" and "The public welfare times" reported 2013 a year of sampling, will determine the sample analysis data comparison and content. In the first part, first of all on the rise and development of Chinese public reports summarized. The second part the background and development of the two newspapers are briefly introduced. In the third part, first of all is the two report on the sample selection was explained, then respectively in two reported the public report genre, object, issues and data analysis. The fourth part analysis, public reports based on the characteristics of content analysis summary "The Southern Metropolis Daily, public welfare weekly" and "public welfare times" and the existing defects in the former part of the data report. The fifth part is on the "Southern Metropolis Daily, weekly", "public welfare" in the public domain for the Times reported several enlightenments. Analysis shows that, "The Southern Metropolis Daily, public welfare weekly" pay attention to the communication of genre in depth reporting public figures, public events reflect public feeling, pay attention to the folk public discourse, highlighting humanistic concern, through to the public events to improve the media attention the guiding force of public opinion. "Public welfare times" pay attention to the hard news, public news highlight concise, focused on public service system, to promote high-quality public welfare reform, public welfare activities, promote the theme by modern public spirit, in order to improve the credibility of media and mainstream influence.The comparison shows that two different types of newspaper reports, public welfare is not existence and uniqueness, the media can achieve a variety of ways through the can communication in the public interest, to play the role of opinion leaders. The newspaper in the public report should not only to pass the official public policies and regulations timely dynamic, also let the public news to folk, as the mouthpiece of the real vulnerable groups, to achieve its mainstream influence. In the traditional media in transition period. The newspaper featured in the public field also need to be embodied in the newspaper layout, the report content, report of each.