Interaction Of Evening Newspaper And City: Analysis Of The Communication Strategy Of JinwanBao In 21^st Century

JinwanBao had ever been ranked one of the four famous Evening Newspapers in China since the beginning of 1980s. Even if it has a brief history, it's important position in Chinese Evening Newspaper industry atfer the policy of reform opens must never be neglected. JinwanBao has already grown up for showing only in contemporary Tianjin Evening Newspaper industry and also became the outstanding one in all kinds of Paper Media in Tianjin newspapering market according to the deep tradition and the abundant experience of Tianjin Evening Newspaper. During the 23 years, as a local evening newspaper, JinwanBao has always maintained its role of the citizen newspaper" by its characteristic and orientation and has being integrated into the history culture of Tianjin. Thus it can be seen from that, JinwanBao has became the important part and the representative of "citizen culture" which reflects the progress of Tianjin. This newspaper has not only succeeded in itself but also implement the social role and oligation of media.The thesis aims at summerizing and evaluating the progress strategy of JinwanBao through describing the development of JinwanBao in 21^st century which is based on the view of Journalism theories and Communication theories. By discussing the communication environment of JinwanBao in 21^st century constructed by the progress of Tianjin and the interaction between the newspaper and city, and then to find that the law of development, the edios of communication, the extraordinary communication strategy and the social function which belongs to JinwanBao under the factors such as traditional region culture, social development, constitutes of citizen and the social values. On this basis, try to dredge up the bottlenecks of practice , bring forward the countermeasure to face them and at last forcast the situation in the coming years.