Change: The Constant Practice In Media Environment

As the second branch of the Changjiang Daily' s Industry Group, Wuhan Morning Post has been changing from the very beginning. Change has become its main characteristics. American media "Change Theory" points out the reasons and process of newspaper change from organizational aspect, which offers us a new view angle to study the change and development of Wuhan Morning Post. By using the theory to study Wuhan Morning Post, the writer probes into the following questions: what concepts guide change? What conditions and reasons initiate change? What strategies and activities guide and implement change?The thesis is divided into three parts. They are preface, main body and concluding remarks.In the preface, the writer introduces the main ideas of the theory in brief, then tells the research background and objection of the thesis, finally puts forward the writer' s own opinions.The main body is divided into three chapters. In chapter one, the writer studies the newspaper under the context of organization, system and knowledge organization in order to indicate that communication is the internal reason of the newspaper change. In chapter two, the writer analyzes the effect of politics, economics and the media environment on the newspaper, and points out they are external forces. In chapter three, the writer explains the real nature of the newspaper change by studying the three stages of change.At the end of the thesis, the writer discusses the future development of Wuhan Morning Post.