| As the development of internet in China, official news websites show some obvious differences in the competition with commercial websites. Commercial websites are far ahead of official news websites on the aspects of daily traffic and impact. From the perspective of editing ideas, this thesis tries to explain the reasons why official news websites fall behind of commercial ones. This paper selects xinhuanet.com as a representative of official news websites, while sina.com as a commercial one. It centers on the comparative study of editing ideas between xinhuanet.com and sina.com. Through content analyses on the several aspects of their online news special features, the author concludes that different types of news websites possess different editing ideas and therefore produce different effects. Xinhuanet.com puts more emphases on its news authorities, while sina.com pursues the civilian style. Xinhuanet.com is propaganda-oriented, as sina.com focuses on the needs of the audience. Xinhuanet.com relies on the news originality, while sina.com values the news integration greatly. Despite their differences, as online media, the two both embody some identical points, of which a major one is that they decipher the news from historical and wholly procedural perspective.The factors leading to the differences of editing ideas are mainly as follows: the nature of the media, personal news faith of chief editor and the Chinese current policy of online journalism.In the very final, the thesis points out that the editing ideas would have deep influences on the running ways of news websites. |
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