A Study On The Report Of "Guangzhou Daily"

In recent years, people’s attention have been paid to the entertainment news about stars and the negative reports is increasingly growing. This trend can be typically shown from numerous news about Wen Zhang cheating on his wife which is reported by all kinds of newspapers, TV programs and internet. Many reports call black white with abnormal ethics, distort the young generation’s outlook on the world, life and value, worsen the public morality and cause bad results. Under such circumstance, it becomes an urgent and important issue for the Party papers, as the major media, to participate actively in the negative reports about stars and perform a function of leading the public value, standardizing the morality and educating the public.In this paper, we take the negative news about Wen Zhang as a case and adopts the method of comparative analysis to study the difference between the Party papers and other media (e.g. metropolis newspapers, the network reports, weibo media) in reporting the negative news of stars. With the articles of Guangzhou Daily about Wen’s scandal as the samples, it conducts the content analysis and discourse analysis about the content of the negative reports from the Party papers. It discusses the political, economic, cultural and general news factors that restrict the negative reports of the Party papers. It generalizes the features of those reports and points out their deficiencies. The result shows that Party papers should further integrate the potential of negative news reports in thought leading and the reports about truths. Compared with other media, the space of the page and the number of the articles affect the salience of negative reports. The lack of rhetoric awareness and sense of story or literature restricts the education and persuasion effect of the negative reports. These deficiencies and difficulties can affect the audience’s reading and understanding, representation and processing of the perception of negative news. These restrict the party newspaper’s guiding function of speech on such kind of negative news. Therefore, with pointing out the practical significance of Party papers actively participating in the negative news reports, this paper proposes four optimizing strategies:1. Strengthening the active processing of negative news reports about stars with self-motivation and following the trend.2. Studying the rules of negative news reports and spreading the major social value effectively.3. Integrating the multidimensional attributes in publicity, justice and entertainment and strengthening the vitality of Party papers in reporting the negative news.4. Intensifying the awareness of agenda setting and text rhetoric and increasing the ability of negative news reports of Party papers.