Study On Mainstream Tactics Of Chinese Newsweekly

Newsweekly is a vigorous media form. In some prosperous nations of media industry, newsweekly dominates and represents the public opinion report of the main current society, it has a strong and far-reaching influence on the main current society, such as Time, Newsweek,US News and World Report in America. Chinese newsweekly has made outstanding progress in the past over ten years, demonstrating its advantages, creating its unique characteristics, showing a strenuous progressive trend with an enormous space for development.Taking new but vigorous Chinese newsweeklies as its study object, this paper made of five parts elaborates their general development, analyzes their characteristics and, at two angles, their types, scans the landscape of the whole process of its development, clarifies the concept of the mainstay media, analyzes the differences between mainstay media and popular media, and constituents of the mainstay media, explains the dynamic factors that these weeklies seek the mainstream, and elaborates in detail excellent examples of Chinese weeklies.The thesis presents general features of Chinese weeklies by introducing such excellent examples such as Three-Association Life Weekly, New Weekly, China News Weekly , Outlook Oriental Weekly, and New Citizen Weekly . It also explores tactics for creating a mainstream of weeklies, that is, the positioning of the reader, contents, special features, and marketing operation. It points out the challenges that the Chinese weeklies face, including the entry of foreign media and the competition at the market of Chinese news media.