Research On The Construction Of Public Value Of Newsweek

The concept of Public Value originated from the field of school administration in Western countries, the argumentation of Mark Moore, American scholar, lead the traditional public administration into a new paradigm (public value paradigm),after which a growing number of scholars expand the research on public value to the field of economic and sociology. In2004, the the BBC introduced public value into its work articles firstly, and it became BBC’s core ethnic later. With the expansion of the Western public media in a wider range of research and practice, public value was discussed in a larger scale, and became one of the core concepts of public media.From the view of Chinese media history, the function of mass media was changed along with the political system. In the current media environment of China, the news and media system is the mouthpiece of the central government. The paramount property of the mass media is propaganda. However, at the same time, with the diversification of ICTs, the public generally play more prominent roles in social governance, and the mass media has more important influence on public affairs. Although there is no public media established in China, the mass media, with public awareness and social responsibility has in fact become the practice of public value practitioners.In the field of current media research in China, there are much discussion on the effect of propaganda and socialization. But the subject aims on media’s public value is very limited.This paper select Newsweek, one of the important media forms in China, as the study object, and we will analyze the evolution of its media value along the historical development to observe the trajectory of the emergence and development of public value of Chinese Newsweek.At the same time, the paper try to defined the connotation of media’s public value in China. At present, there is no authority definition on media public value in China. Our study combines the Western definition and Chinese specific national conditions to elaborate the content and practice of Chinese mass media on fulfill its public value. From the media content view, the object relates to international affairs, government organizations, community groups and individuals living; And the specific approach involved in creating the public domain, expressing of public discourse, supervision and training public reason.From this research frame, our demonstration aims mainly on the media content and practical approach, and selects two important Newsweek in China.("Life Week " and " China News Weekly"). The study selects these two Newsweek’ product within ten years to examine how Newsweek create public value, and what kind of limitation it is facing in the current media environment.