A Study On The Subject, Mode And Mechanism Of Media Criticism In Metropolis

During the development process of the metropolis daily, the relationship of continuous communication and negotiationbetween media critics and metropolis daily is formed. Media critics and metropolis daily constitute the media production standard of metropolis daily, and affect the development form of metropolis daily.The media criticism subject has such characteristics:a clear purpose, with the consistent subject interest; being willing and able to criticize the media actively; owning media criticism channels; and being able to produce direct or indirect influence on the media behavior. This paper divides the media criticism subjects of metropolis daily into six types, including the Party and government departments, readers, advertisers, press counterparts, scholars and experts and internal critics, based on which the topic, standard and way of the media criticism for each criticism subject are analyzed.The Party and government department mainly emphasizes the political attribute of media, and the political standard is the primary evaluation standard of Party and government departments. In the process of carrying out the media criticism, the Party and government department pays great attention to the combination of the media criticism and management method, and exerts direct influences on the criticizing media. The Party and government department is one of the important factors for the development and construction process of China’s metropolis daily production standards. The reader concerns the information commodity property of metropolis daily, and the main criterion is that as a commodity, the metropolis daily’s comprehensive satisfaction degree to needs of its own. Through the behavior decision of subscription and purchasing, readers express comments and suggestions against the newspaper. What content they really need, what kind of reporting form they really like, what kind of means of communication they are willing to accept, have direct impacts on the content, production direction and mechanism of the newspaper. Advertisers emphasize the metropolis daily’s commercial property and functions of the advertising platform. Advertisers will pay great attention to the combination of the media criticism with advertising decision, and from the maximum advertising effects, set up a series of evaluation standards for the metropolis daily, including the influential standard with representatives of circulation and reading rate, the effect of advertising, the cost performance, etc. With these evaluation standards’driving, the production scale, content and form and development trend of metropolis daily are all influenced directly and profoundly. Media criticism topics among press counterparts are few and insufficient, and counterpart criticism lacks direct channels and means to intervene in media production and sales behaviors. In most cases, it must rely on influences of the Party and government management departments, readers, or advertisers to achieve the purpose of media criticism. Topics of media criticism for scholars and experts are very rich, with more diversified criticism standards, but the media criticism from scholars and experts is restricted by the professional journal platform, and their academic language, professional language forms and criticism comments are difficult to be understood and accepted by the general public. With the development of the media platform and media technology, the media ecology is changing, and at the same time the media criticism field of intelligentsia outside the academic circle should also be constantly expanded. Inside the metropolis daily, there is always a complete set of production and evaluation system, which is the organic component department of media operation and management. The internal criticism of the metropolis daily is mainly through examining the production behavior of the media itself, according to a certain evaluation standard, putting forward the corresponding opinions and suggestions of the production and management, to guide the daily production behavior of media. In the specific practice of media operation and management, enhancing the influence is the core target.These external subjects of criticism, such as the Party and government departments, readers, advertisers, counterparts and scholars and experts often influence the production behavior of metropolis daily through the internal criticism mechanism of metropolis daily, and the internal mechanism will make choices from external criticism with its own operation targets. The subject of media criticism has its own topics, appeals, standards, channels and development tracks, and each subject of media criticism becomes a system of itself, which is constantly changing. The whole media criticism system achieves balance through the constant adjustment, and just in the dynamic balance, the production behavior of metropolis daily is constantly adjusted, and the production standard is constantly evolved.