See The Changes Of The Contemporary Media Audience Concept From The Reform Of Party Newspaper

Media audience concept means how the media refers to the audience, and how deals with the audience, Audience concept reflect the relationship of promoters and audiences, it can also be said that this relationship is started on the information dissemination activity. It contains the concept of role,identity and sense of the media to the audience. On one hand, the media audience view is reflected the relationship of media and audience, and even more from a wide spectrum, reflected an interactive identity, role and the role it plays which media play in the community as a whole , and on the other hand ,Media development is inseparable from the progress and guidance of audience view.This paper says, first is expounded the theoretical foundation which the media audience view has had , Then recalled the media audience concept's reform path in China from the modern to the CPC three news of changes ,after the Implementation of China's reform and opening up policy, especially after the establishment of the socialist market economic system, the status of the audience is rising, and as a result ,china that Before the reforms was based mass gradually enter the audience based. The late 1990s to the early 21st century, the party newspaper reform of china has entered a new stage, the party and the government has stood in the forefront of reform of the media, and put forward a new media guidelines, the paper is focused on a analysis of the media audience view's new changes in the new party newspaper reform , In particular : 1 party newspaper return to newsprint and the Chief Press have news value;2 party newspaper find a niche market positioning, and establish mainstream newspapers position in the market challenges;3 "three close" as the guiding principle and civilians Perspective newscasters; 4people-centered news coverage is the ultimate pursuit.Waiting for further reform of the party,in the development of the media audience concept, there are still problems, manifested in a concentrated : 1the audience are educated under church law, 2 the audience are as consumers in the rules of the market. Finally, the paper proposes recommendations for the media audience concept to healthy develop: 1 establish a civic concept of the media audience;2cultivate a people-centered concept of the modern media。...