The Research On The Relationship Between Economic Benefits And Social Effects Of Chinese Newspaper Groups

In China (mainland), newspaper groups are public institutions, but their running is on a commercial basis. On the one hand, under socialist market economy, Chinese newspaper groups have to obey market rules and make every effort to gain economic profits; on the other hand, they should put social effects in the first place because of their public character. This will inevitably result in a conflict between the economic benefits and social effects of Chinese newspaper groups.Based on the summarizing and analysis of former relevant research achievements, combining with typical cases, this paper makes use of some theories of journalism, communication, economics and management science, to begin with the double character of newspaper and their mutual relations, analyzes the relationship between economic benefits and social effects of Chinese newspaper groups; and then, points out the social effects are getting more and more severe when Chinese newspaper groups gain great profits, for instance, the volume of circulation and influence of Communist Party's newspaper have decreased; the vulgarizing of newspaper news, false news, bribe-taking news, unwholesome ads, hard news are getting too much infotainment. These phenomena are caused by the needs of audiences, market rules, the rise of mass culture, the deficit of self-discipline and heteronomy of journalism, the tide of neo-liberalism on the globe. In the end, this paper puts forward some countermeasures: change rigid ideas and realize that different newspapers have different effect evaluation criterion, the reform on the outmoded system of Chinese newspaper groups and the antiquated policies and regulations of newspaper management.