On The Mass Hotlines Of Metropolitan Newspaper And The Needs Of Audience

Mass hotlines appeared in metropolitan newspapers with the prosperity of such newspapers in our country. It is one kind of operational modes in metropolitan newspapers, which has been developed on basis of letters and visits to the editors with hotline telephones as a major medium, aiming at serving the audience and meeting their needs. Mass hotlines are characterized by a combination of coverage and editor ship, extensive audience's participation and mutual communication.uch mass hotlines are based on the system of audience's needs and their changing directions. They have achieved their purpose by communication and expressing public opinions. Generally, mass hotlines are devoted to expression of public opinion and the introduction of the situation about the life of the public by means of news coverage. Mass hotlines pay attention to both basis material needs and mental needs of their audience, especially the needs of poor and weak masses. Mass hotlines are also interested in the pursuit of audience for advanced materials. Mass hotlines pay attention to emotional and development needs of audience too. While doing so, the mass hotlines of metropolitan newspapers have met the needs of their audience and have shown the care of mass media for public. Both the depth and width of mass hotlines have been strengthened during the course. A beneficial cycle has been created between the operation of mass hotlines and meeting audience's needs.