The Status Quo And Strategy Of Chinese Rural Econnomic News Report

Over the years, it is the general feeling of insiders in the press circle that rural newspapers in our country are difficult to survive and reports about rural economy are difficult to make.Why are rural newspapers difficult to survive? How should reports about rural economy make breakthrough? With these two questions in mind, the author made a field survey in Guangdong Province. Out of the author's expectation, Nanfang Rural News, a newspaper which is mainly distributed in Guangdong, Guangxi and Hainan but whose influence has reached Hunan and Fujian, does a good job in this regard. What is more amazing, after interviewing 36 readers in all fields related to agriculture, the thesis found that the primary motive of the readers to subscribe the newspaper is to "understand the market information of agricultural products and the development trend of agriculture". This indicates the important role played in rural construction by reports about rural economy.Based on this discovery, this thesis made a content analysis of 100 rural economic news sampled from Farmers' Daily and Nanfang Rural News of the second half of 2007. The statistics, from the perspective of newspaper content, demonstrated the reason why Nanfang Rural News can distinguish itself under the general recessional trend of rural newspapers across the nation. That is to say, newspaper content is one of the main factors determining the survival of the newspaper, which the thesis proved later with a comparative analysis between Guangdong and other areas.On the premise that newspaper content influences the selection of readers, and based on the result of content analysis, the thesis made a text analysis of the 2007 annual subject of the two newspapers mentioned above. The analysis demonstrated the reasons why reports about rural economy do not attract farmers. The fundamental reason lies in the perspective of the news report, and the secondary reason is that there is no soul and spirit and the reports lack humanistic concerns and speculative touch the economic reports should have. The findings of the content analysis also showed that the people language, detail description and story-telling techniques etc. will influence the quality of the newspaper. That is to say, techniques can be used to improve the rural newspapers, such as more real language of people, more vivid details, making up stories out of economic events, making stories personified etc.In addition, the thesis took Nanfang Rural News for example to summarize the four main functions of reports of rural economy in the new countryside construction. Meanwhile, the author made an interview with reporters of Agricultural Finance Department of Nanfang Rural News and had a detailed discussion of many issues, such as general reports, in-depth reports and technology service reports in reports about rural economy. Lastly, the thesis answered the question how reports about rural economy should make breakthrough with the first-line experiences of journalists and editors of Nanfang Rural News.