Study On The Guide To Newspaper In China

The Guide to Newspaper is a brief like index, tip and the like in a full page or in a special column which is designed to facilitate readers to quickly find the content of interest. It is a special form gradually rising with the arrival of the"thick newspaper era". As a poster of the newspaper itself and a window to display the newspaper report, the guide to newspaper is of vital importance as for the survival of a newspaper in the intensely competitive media industry today. It grows out of nothing and evolves from column-size to page-size, making a great difference in steering readers and increasing the circulation of newspapers. The emergence of guide to newspaper brings about revolutionary impact on the front page of a newspaper as well as on the ecomonic benefit of the newsagency. Therefore, a growing number of journalists embark on the study of newspaper features based on their working experience. However, these studies mostly focus on a single aspect or conduct a case study. In general, the existing research on newspaper features is still far from sufficient in terms of its comprehensiveness and systematicness.The Guide to Newspaper boasts quite a few varieties as opposed to its seemingly simple and clear nature. It falls into several categories as per different criteria. So far as the length is concerned, there are window feature and full-page feature; based on its format, it can be divided into title feature and image feature; in terms of the form of its title, title feature can be subdivided into single feature and compound feature; on the basis of its content, compound feature includes briefing feature and suggestive feature.The writer's review of abundant newpapers reveals that guide to newspaper first appeared in the official newspaper of"Red Flag Daily". In the history of journalism in China, newspaper and magazine were mixing up for a long period of time when it was not unusual that words similar to the book catalog like"contents","directory"and"principals"are used as a reminder of the board in the newspaper. Thus, these forms can be regarded as the prototype of newspaper features. This study divides the development of the newspaper into two periods, including"thin newspaper"period and"thick newspaper"period. Finer division are further conducted in the light of the evolvement of features and hence the history of feature is outlined. During the"thin newspaper"period, feature evolved by its rudiment as it appeared in the 1930s. But it failed to achieve a sweeping progress due to the contemporary political impact . Entering into the"thick newspaper"period, feature revived and started growing stronger and then entered a period of prosperity. Throughout its whole history, the guide to newspaper has undergone heavy political and economic influences. Being distinctive in different periods, it as a special form of the newspaper is inherited with inherent similarity, although it will takes on more diversified looks as it develops .This thesis sums up the characteristics of the guide to newspaper through plenty of examples. In terms of editing and form, it is of flexibility, linkage, significance, promptness and most widely usage of single type headline; in terms of content, the guide to news is not only of importance, and also of versatility and guidance. So the guide to news is a new style showed in the newspaper and also a new type news genre. As a kind of news genre, it is different as the headline news and guide to news.The reason why the guide to news sprang up and becomes prosperous is not only originates from the development of politics and economy but also has more important relation with the internet period. At the beginning of 1979, certain central department authorized the report of which"People's Daily"and other newspaper can try to carry out the management policy that public institution uses the demutualization management. After that, Chinese media industry was on the way to industrialization. In 1984, the vital year of the economic system reform, also the year for the newspaper industry starts to develop rapidly and media industrialization stepped to a new phase. With the development of the newspaper industrialization, the newspaper became thick gradually and got into the"thick newspaper era"; The thick newspaper has efficiently solved the insufficient information problem, but it brought the inconvenience to the reading. Under certain circumstance, the guide to news came out. The newspaper industry, of higher commerciality, if it becomes much more prosperous and gets further development, it must implement the management from information, advertisement, issue, printing, capital and various activities. So the guide to newspaper came out to meet different person .With the rising of the internet, though it brings much challenge to newspaper, it offers the development chance. The competition between internet and newspaper is one of the important reasons to bring out the guide to news. Furthermore, the tendency of media integration makes them mirror the advantage of each other, which also provide the rising possibility of the guide to news.The existing of guide to the news is significance to the nowadays newspaper development. Firstly, it increases the readability and newspaper competition; secondly, it enriches the information content of the front page to attract the reader to buy; at the end, it improves the newspaper circulation to ensure the dual benefit of the newspaper office. As for so many advantages of the guide to news, it shows up in more and more newspaper. But with its popularity, all kinds of problem came out inevitably. Since it special position and itself guidance, the guide to news is the second agenda setting of the newspaper in certain sense. The guide to news is supposed to have strict standard and normalization according to its special role.Though there is some problem of the guide to news during the development, as the developing matter, it is normal to be so. In accordance to the significance of the guide to news, we should set the norm for its making. But for how to make is beyond this thesis. Limited by kinds of objective condition, this thesis only mentioned the newspaper of mainland and no other from Hong Kong, Macao and Taiwan.