A Research On The Development Of China's Weekly Papers And Journals Of Daily Life

The social reform and speedy development of information technology have brought about the prosperity of mass media in China. The great variety of communication forms of books, papers, journals, broadcast, television and website ushers in a new era which keeps pace with the communicative globalization. As one of the paper media, the daily-life-oriented weekly newspapers and journals have been growing fast in the last twenty-odd years and functioning actively in communication.This dissertation analyzes, in accordance with theories of communication and media management, the tenets of paper running, the positioning of the media, as well as the media management and operation, and sums up, in comparison with the traditional media, in particular the paper media, the singularities and deficiencies of daily-life-oriented weekly newspapers and journals. Citing a number of such weekly newspapers and journals of importance, the dissertation compares them with their counterparts in Hong Kong and abroad, and reviews the process of their growth by tracing back to their history and examining their current locations. It asserts that, while the weekly newspapers and journals, compared with traditional media, are advantaged in their specialization, market-orientation and power of service, they face grave market risks on account of their reporting news behind time, being impotent in possible media intervention and the vicious competitions between fellow professionals.China's reform and open policy has prompted a mounting abundance of material life, the swift progress of technology, the expansion of multi-cultural ambience and the maturity of market economy, which, together with the strong demand of the readers for the information of daily service business, constitute the basis for the growth of daily-life-oriented weekly newspapers and journals. Hence this paper media enjoys a future of potential and promise. The dissertation makes a close study of the outer milieu and the inner conditions of the newspapers and journals under discussion, and stresses that the key factors for their advancement lie in the appropriate designing of the format, the shaping of special quality in contents, the active use of marketing strategy and the good management of financial affairs. The dissertation, taking account of human and financial resources and the establishment of operation system, has mapped out a right course for the running of the daily-life-oriented weekly newspapers and journals, and provided a long-range outlook for their future development.