Research On The Marketization Policy Of Chinese Newspaper Industry From 1992 To 2012

Since the reform and opening up,China's newspaper industry has experienced two rounds of marketization,which is the marketization that began after the reform and opening up in 1978 and the second round of marketization that began after the establishment of the socialist market economic system in 1992.If the first marketization aims to break the ideological imprisonment and start the newspaper as a ‘commodity',then the second marketization is to introduce market-oriented operations to develop and prosper the entire newspaper industry.However,due to China's special public opinion environment,the process of marketization of the newspaper industry has been controlled by government through various policy instruments.Then,from 1992 to 2012,what policies did the political parties and the government adopt to control the marketization of the newspaper industry between the 20 years? This study attempts to explore the impact and characteristics of decision-making in market reforms through the combing of relevant policies over the past 20 years.Based on thepolicy tools theory,this paper takes the representative policy provisions of the marketization of the newspaper industry from 1992 to 2012 as the research object,and carries out the text analysis and literature research methods according to different stages and different policy tools.According to the staged characteristics of marketization,the marketization of newspaper industry can be divided into the following three stages: 1992-1995,the liberalization of the newspaper market and the rapid expansion of the newspaper industry;1996-2005,the newspaper market deeply developed and structure adjustment phase;2006-2012,the newspaper market mechanism improvement and newspaper industry transformation.According to the different tools used in different stages,the tools involved in the policy are divided into compulsory tools,voluntary tools and mixed tools.This paper analyzes from different directions according to different stages and different policy tools.The study found that the use of policy tools at different stages of the market-oriented development of the newspaper industry also showed obvious phase characteristics: in the early 1992-1995,voluntary tools represented by various relaxation-restricted policy.And so this policy has played the most obvious role;from 1996 to 2005,based on the initial formation of the newspaper market,strict rules construction was in full swing,and the use of mandatory tools became the most significant phased feature;2006-2012,with the impact of new media forms,the task of guiding and facilitating the transformation of traditional media has led to a significant increase in the frequency of use of mixed tools.On the other hand,through the analysis of the tools of the market-oriented newspaper policy in the past 20 years,we can find that the release and implementation of relevant policies generally show the following three characteristics: centering on maintaining mainstream ideology;self-practice first,policy planning follow up;from controlling marketization to assisting marketization.