News Soft Passage's Generation,Development And Periodical Essence

The City Daily's soft passages appearance and develop as the media company entering the marketization. Under the market economy background the management's transition of City Daily's has the background of soft passages' appearance. While on the primary stage of the City Daily's developing, it is in the "gray zone" between news and ads. As the media commercialization constantly goes deeply into operation, the news soft passages have varied from nothing to existence, from few to amount; the styles are various.But according to the foreign media's experience and journalism theory, the news soft passages have obvious phases of the appearance and progress.Character in phases or stages is a course and a life's cycle in fact. This course is from none to existence, from thriving to distinction. Soft passages'characters in phases or stages are in the circumstance, their existences have inevitability and their distinctions have necessity.Why do the news soft passages emerge in the City Daily's evolution at the present stage? What are the characteristics? What is the position in Chinese City Daily's operation? What is the trend in future?In order to research and analyze systematically among the present Chinese City Daily's soft, the development's necessity and phase, we should explain the above questions on the basis of theory and practice of these two aspects. In this thesis, the first chapter will show the actuality and the reason of generation.The second chapter makes the research into the generation, development and character of the soft passage, and does the deep research into the City Daily newspaper's marketization and soft passages'development. There are three features of soft passages'development: crypticity's strengthen; scope's larger; industry's unpublished rules. The soft passages have been an important element in advertisement's promotion in Changchun's press market nowadays. The promotional ideas, principles and the relationships with ads' clients have been changed to large extent. How to promote the ability of interview and the level of editor's have been the key to criticize the work. The press' principle has been adjusted combining with soft passages, as while the ads' clients' influence has been larger than before. The third chapter is including the soft passages'status and importance in City Daily newspaper. It is analyzed through the questionnaire in Changchun daily newspapers. As result, the clients have the thoughts that soft passages can increase the spread's effect, and make the ratio of soft passages to promotional cadence. As for East Asian Economy and Trade News or New Culture News, the soft passages have occupied more proportion. In fact, the soft passages have been a part in the promotion of the presses' development. There are no conflicts in distribution of soft passage. It has been an element of ads'customer service in the press. Basically Changchun City Daily newspaper has been influenced or controlled by ads' clients, so the edition and the promotion can not be divided indeed.The fourth chapter discusses the City Daily news paper's characters in phases or stages; it is a key point in this thesis. The overflowing of the soft passage has the deep background and reasons. The politics in present China is the source to block the publication of news'law. Administrative function's interference also provides obstacle to progress of media while the media tries to close the journalism. Mean while economic profit and traditional culture all provide the mother land for it. But the distinction of soft passage has its inevitability; it not only corrades the social public benefit, but can destroy the credibility, while it makes the ads markets become into the "lemon market".Conclusion: the existence of soft passages has certain of backgrounds and reasons. The distinction is also reasonable. Although it has some difficulties in stages, its cycle can be shortcut, there are so many factors influencing the promotion. As phenomenon, the soft passage may distinct, but the signal of it by nature.Mainly, this thesis has the researches on the combination between data's collection and field survey. In order to make it rational, this thesis takes emphasis on the City Daily's cases of soft passages combining with survey into the printed media through the collections, arrangements and analyses of the soft passages and related reports. This project's key point is to make the scientific researches on the generation, development and operation based on the researches and judgments on the status of Chinese City Daily's developing. The emphasis of the researches is not only on the value judgment, but also the analyses of the experience.There are two parts on the researches' difficult points of this subject: first, inner and outer academia may put the main ideas on the related researches into the opposition between press morality and press field. But it has deficiency of analyses of these two aspects' combination. Second, it has a lack of the fresh information of soft passage's operation, extremely the eidos and information about the stages in which the special regions have developed.This subject has main points of innovation concluding analyses and coordination of present status of Chinese City Daily's news' soft passages in order to provide the first-hand information of further research of theory and deeper analyses of demonstration.