Analyzing Special Issue's Commercialization In China

Since 1978, special issue has gradually become one of the targets of China's press reform and marketization. Within the keen competition among print media, the role of special issue is increasingly important to a press' development. However, special issue is showing itself to be commercializing, this will hurt the whole media and communication system badly. Facing the severe challenge, special issue needs some comprehensive and thorough analysis immediately.Guangzhou Daily is the newspaper with national influence and local leading power. Historical development of its special issue reflects the historical transmutation of Chinese newspaper special issue, and possesses typical representation and research value.My research begins with the definition of special issue, and focus on the commercialization of Guangzhou Daily's special issue. The present study attempts to analyze cases from the aspects of media management, tendency of focus communication, media public credibility, and media convergence, in order to discuss the negative impact caused by the commercialization and profit-based orientation strategy of special issue. At the same time, the research would find some solutions to solve the problems coming from special issue's commercialization, and that will be an example to other newspapers.