The Displacement Of Editing Guidelines On The Conversion Of The Medium Platform

At the beginning of 90's in the 20th century,the Chinese media industry has experienced great change.With the deepening of China's Reform and Opening-up, Chinese media industry gradually gets the track of market and industrialization,more and more media groups are appearing.In 1996,"Guangzhou Daily" was listed as the first trial of national newspaper group with the approval of The Central Propaganda Department,which opened the group's prologue of Chinese media.Since the more than 10 years,some traditional media companies are creating or preparing to create media groups through integration,mergence and expansion.Such as the Beijing Youth Newspaper Office,which includes ten newspapers,four journals and two nets. The "Beiqing Net",which was the internet version of "Beijing Youth Daily" at the beginning of creation,editing guidelines was basically consistent between them. However,with the developing of "Beiqing Net",the displacement of editing guidelines is appearing between them.The paper takes media platform as research background and takes "Beijing Youth Daily" and "Beiqing Net" as an example,the research is based on four aspects(audience,content of dissemination,level and style & characteristics),the paper analyzes the appearance of the displacement of editing guidelines with conversion of media platform.Hopefully,the paper helps to formulating editing guidelines with the media's environment of interaction and integration.Editing guidelines contains four elements.Definitude of the audience needs to be primarily resolved by media.The audience are ultimate clients of media,they play the decisive role on the content of dissemination,level and style & characteristics.Based on analysis & comparison between "Beijing Youth Daily" and "Beiqing Net",we find that the audience of newspaper and the audience of network are different in many aspects.First of all,the difference is the composition of the audience,several group data from China Internet Center(CNNIC) show a balanced sex ratio from the current newspaper readers,large male audience and development of balanced sex ratio from network audience.The newspaper audience are older in aspect of average age and greater in aspect of degree than the network audience.Secondly,the newspaper audience and network audience are different in the aspect of overall characteristics. Newspaper readers are set as "the majority of non-quantitatively",those readers are considered as a "whole" concept,which decides that the newspaper uses the transmission way of"point to face".Newspaper readers can receive and select news and information to meet individual needs from "popular" news & information. Therefore,the newspaper audience has significant characteristics of "public nature". With the difference of newspaper,network uses "point to point" transmission mode. The network's news and information focus on individual needs.Therefore,the network audience has significant characteristics of "individual".Thirdly,difference is from "reality" of the newspaper audience and "virtual" of the network audience. Finally,both the newspaper audience's psychology and the network audience's psychology are changed.That is the most prominent,newspaper readers have "passive acceptance of psychology",and the network audience have "psychological choice". The features of medium determine the loss of "trust psychology" and the increase of "participation psychology" of the network audience.In the second part of this paper,we compare the content of dissemination between newspaper and network.We firstly find that the network breaks the geographical restrictions on the dissemination and expands the content to achieve "news" and "information" to keep pace.In the aspect of the news's value orientation, newspaper readers are "common" to meet to demand,the network focuses on meeting the audience of the "personality" demand.Affected by the audience,newspaper and network have different attitudes in the treatment of "hard news" and "soft news". Newspaper focuses on the importance of information and significance,while the network is more popular in the entertainment news.There is another conversion of the news's value orientation,which is from "propaganda guidance" to "practicality". Finally,we make an analysis of the title of newspaper and network.They are different in "real title" and "virtual title",the "leading role" and the "degree of entertainment" of titles also show differences.In the third part of this paper,which focuses on the level of media.We first research the style of media language.The newspaper language shows true,strict and standard characteristics.The network news language shows simple and clear,it's language also has obvious trend of kitsch.In addition to the network news language, the language of forum and community is fast and vulgar,which reflects the level of media language style.To assess the level of a media office,a standard key is the quality of information,which includes authority and authenticity of news & information and depth and breadth of content.This paper takes "Beijing Youth Daily" and "Beiqing Net" as an example,we list some news & reports to compare,we find that the newspaper news is greater then the network news in the aspects of authority and authenticity.The network is better on the overall degree of news & information, but it is also unable to go beyond the newspaper in the depth of the overall degree.The first three parts of the paper,we use the analysis way of data and phenomenon.Based on this,in the fourth part of the paper,which focuses on comparison of style & characteristics,we use the way of theoretical analysis to identify characteristics of different media to show differences in style characteristics. Based on network properties,the network information has the nature of "unlimited" in theory.Multimedia of the network makes extensive use of the network more vivid and lively.Open,interactive and anonymous nature of network shows positive & initiative nature.Based on Habermas's "public space" theory,we analyze how the network environment influences and promotes the equality of the network.In the fifth part of the paper,on the background of "media convergence",we conclude the basic interaction way between network and newspaper.Analysis shows that the interaction between network and newspaper makes complementary advantages.Lastly,we make an conclusion that there is complementary relationship with editing guidelines between newspaper and network,and this complementary relationship helps them a better development in the future.