| Dahe Newspaper whose original name is Dahe Culture Newspaper, was born in 1995. It is a newspaper of citizen life, published by the newspaper office of Henan Daily. It has worked so much for enriching spiritual life of the people in Central Plains and promoting the development of the press market of Henan province. In 1990s, with the establishment of the socialist market economic system,our country has made a great progress in economic development. This way economic development promotes the development of cities. The increasing of city number and city scale has provided the mass media with more available room to develop than before. Meanwhile, with the further development of Reforming and Opening up policy, the political environments become freer and freer, as a result, the confined minds of people have got emancipated completely. So the real and natural culture for the masses becomes more popular. In addition to this, with the establishment of socialist market economic, the development of the marketlization of the press has been promoted, so the competitions among the presses appear. In Henan province,Zhengzhou Evening Paper with double roles as a government newspaper and a evening paper has won the affectation of the citizens for its vivid style. While Henan Daily as a government newspaper is backward to Zhengzhou Evening Paper in economic benefit. In this condition, Henan Daily established Dahe Newspaper to occupy the press market. As it's established, Dahe Newspaper cherishes the idea to serve the citizen and attach importance to the real need of the citizen to choose and report news. Its style to serve citizen has become mature in the course of serving citizen. The citizen style of Dahe Newspaper can be summarized into five points as follows: (1) paying close attention to the thoughts and life of the citizen. (2) Opening criticism report and strengthening supervision of public opinions. (3) Encourage readers to take part in the running of the newspaper. (4) Emphasizing the realiticness and readableness. (5) Designing colorful lay-out and format of clearness and briefness. Some changes have taken place in the environment of running newspaper since the beginning of the 21st century. Following these changes, Dahe Newspaper has also made some adjustments: (1) emphasizing positive report to weaken the supervision of the public opinion. (2) Participating in economic action to strengthen the financial report. (3) Setting up a new column of high-leveled culture to improve the cultural taste of the newspaper. (4) Emphasizing the special column of serving life. (5) Building up a information supermarket with rich information and multi-editions. It isn't a single factor which leads the changes in Dahe Newspaper from paying attention to social news to stressing political and economic report, from supervising of public opinions to satisfying the government, but multi-factors: ( 1) the changing of the reader's requirement. (2) The intense competitions in the press market of Henan province. (3) The tendency of appearing of city papers in the whole country. (4) The developments of newspapers themselves. (5)Among the newspaper offices, they have studied the news thoughts of Marxism. In general, it's positive that Dahe Newspaper puts out the aim to turn to main-currented media, which not only benefits the environment of the regional media but also the healthy development of the press and confirms the development prospect of city newspaper in our country. But the backwardness in supervision of public opinions stresses the sale points as it strengthens the main-currented news. That breaks the primary aim of "main-currentization". From the opinions of the readers on Dahe Newspaper, these problems have already affected the figure of the newspaper in the minds of the readers. So close attention should be given to improve the figure of Dahe Newspaper in minds of the readers in the sharply competitive condition.
|
PDF Full Text Request