A Study Of The Influence Of The Communist Party's Mainstream Media

Whether the Communist Party's mainstream media is gradually becoming marginalized has always been a controversial issue. Many academic and industry experts think that it's not fair to judge the influence of the party's mainstream media is weakening only according to the advertising revenue, rating, circulation, and other indicator of arrival rate. However, it's a indisputable fact that the market of mainstream media is shrinking.Based on the above situation, this paper analyzes the current situation of party's mainstream media's influence through building a scientific and systematic evaluation system, and also gives answers to the following questions:what is the problem of current influence of party's mainstream media? Is there any feasible and effective response?After reviewing and analyzing the literature about media impact and impact evaluation, we built a multiplication index assessment model of media influence based on the factors of audience size, media contact time, media credibility, and mainstream population ratio, and did an empirical research to investigate the development of today's various types of media's influence by using this model. The result shows that, in general, the party's mainstream media is in a dominant position; however, it's only because of the strength of mainstream television media. That is, the influence of the mainstream television media, which caused by party's mainstream media, hides the defect and weakness in other types of media. For newspaper and Internet, the party's mainstream media has been gradually becoming "marginalized", which needs to improve its influence. At the same time, this situation also shows that the party's mainstream media has serious polarization:central committee is strong while local place is weak, and television is strong while newspaper and Internet is weak. For the difference between mainstream media and non-mainstream media, and the difference within the mainstream media itself, this paper analyzed it and gave suggestions according to positioning theory and core competence theory.Ultimately, we believe that the difference between party's mainstream media and non-mainstream media is due to different market position, which cause different target audiences. The target audience of mainstream media is a niche market. Therefore, comparing with the non-mainstream media, which targets the mass market, mainstream media has disadvantage on audience size. While the the difference within the mainstream media itself is caused by different core competencies.Through the case study of several excellent mainstream media, we tried to identify their core competencies and provide some suggestions to improve their influence. After the initial analysis of several typical cases, we believe that:authority, innovation, and accurate understanding of the needs of audience is the key competitiveness of these outstanding media.