Influence The Big Shot

As the party's propaganda position, party newspaper bears the task of advocating and implementing the principles and policies of party. At the same time, party newspaper, being the mainstream media, leads the development of traditional media. However, with the transformation of China's socialist economic mechanism, party newspaper, whose leader position in this industry has also been facing a serious challenge, can't adapt to the needs of social development and readers. In the face of fierce competition in the newspaper industry, a great many of newspapers are turning to non-mainstream gradually. Therefore, it is imperative for party newspaper to make a reform.In the reform wave of party newspapers, some newspapers, such as "Nan fang Daily" and "Guangzhou Daily", are going at the front, and explore the way to reform, which fits their own development. As one of the most credible and influential newspapers in Hubei province, "Yangzi River Daily", the official newspaper of the Wuhan Municipal Committee, is also facing the same dilemma with party newspaper, and its influence is declining gradually. Therefore, it has been engaged in the exploration and reform. The notion of the newspaper turns from "mainstream media, authoritative report" into "influence the big shot" at the March 17th, 2008.In this article, the author will focus on the new notion of revised " Yangzi River Daily"--"influence the big shot", discuss its changes in market position and reforms in the light of contents, planning and layout with the aim to becoming influential by text-analysis. Moreover, the author will also try to analyze the theoretical reasons of "Yangzi River Daily" reform from the perspectives of agenda setting, audience and the theory of discourse linguistics; meanwhile, explore the reform road of party newspaper through the revision analysis of "Yangzi River Daily".