The Responsibility For Transmission And The Responsible Transmission

The Shanghai Post lived for the longest time during the modern history of China, and it is also the most mature newspaper in the sense of business. The paper lays primary emphasis on the point of the balance between profit and morality, and analyses the content of the broadcasting of this newspaper, trying to resolve the following questions: whether the newspaper, which is operated according to the rules of marketing, can serve the society and make it improve when it is chasing for the commercial profit.Through the research of the Shanghai Post, it's proved that there is no necessary confliction between the economic profit and the social effect. The commercial operating of marketing can improve the economic basis of a newspaper and the quality of report, which is helpful to enlarge the range of reporting. The responsible broadcasting also can further strengthen the influence of the newspaper among the readers, which is the base of the ads income and the quantity of the newspaper. "Serving the society and improving as time goes by" is the point of perusing the balance between the profit and the morality, what's more, it'll be important for us to search the way of media industrialization.This thesis is divided into three parts: introduction, body and the conclusion.The introduction analyses in brief the characteristics of the modern newspaper of China, introducing the history of the Shanghai Post devoting the "morality leading profit and combating the both "to demarcating the sense of the profit and morality, and point out the aim and importance of the research of the Shanghai Post.The body is divided into four chapters: "the policy of the country", "the importance in the communications between states", "the change of the customs", "the advantage and disadvantage of the trade". It analyses the Shanghai Post's choice of the transmission content and its attitude. In the first chapter, the newspaper encourage to take the developed experience of the foreign newspapers to improve the development of the domestic policy, besides, it points out of the disadvantages of the time, showing the new sense of policy. In the second chapter, it comes from the interests of the country, paying attention of the international situation, reflecting the peoples' opinions, criticizing the government and showing strong patriotic spirit. In the third chapter, it introduces the western modern technological knowledge and advertises the modern living, broadcasting the modern culture. In the fourth chapter, it offer the trade plenty information and guide the rational economic movement with the comment of the problems in the economic life, encouraging the brodcasting of the modern economic sense. In short, in the transmission of the Shanghai Post, "Serving the society and improving as time goes by" is the main line across the newspaper.The whole thesis ends up with the conclusion. The Shanghai Post's improved that the rule of the newspaper's development demands the newspaper get close to the public in the form, and keep its advantages, leading the public opinion. Besides, the commercialization doesn't mean to give up the social responsibility. There is no newspaper could be accepted unless it really cares for the people. The profit and the morality can reach the combination through the responsible transmission.