The Study Of Party Newspaper's Advertising Changes Since The 30 Years Of Reform And Opening

Since the reform and opening-up in China, the newspaper's advertising has been recovered for 30 years. Taking history as a mirror, one can know the rise and fall. This study take the provincial party newspaper-Xinhua Daily's advertising changes as an example, based on diachronic investigation, comparing the synchronic characteristics of Xinhua Daily and party newspaper in 30 years , put the party newspaper's advertising in the profound historical background of media transformation after reform and opening-up in China. Through the content and discourse analysis on Xinhua Daily's advertising, explore the relationship of influence and control in the government, the audience and the capital behind the changes, besides, try to investigate the advertising, as a representative of market force, whether lessen the authority of the party and the interests of the audience. So as to provide research approach and theoretical reference for the party newspaper make a better balance and coordination, in order to capture new opportunities, face to new challenges, maintain own advantages, and truly achieve the historical mission in future development.