| In this paper, market-oriented media as newspapers is the main target of the research, because of "newspapers is the most appropriate media to take information function in the current mass media," but the function or responsibility it take has a significantly signs of declining as other electronic medias in the current wave of News-entertainment. This paper is trying to break the embarrassing predicament between News-entertainment and media responsibilities in theory through discuss the market-oriented operating strategy.This paper admits that the news-entertainment is birthing by the marketization transition of the media and it's a new means of communication to adapt the news market. In the news market it has a far-reaching impact to the news production body. With the deepening marketization of news media, it will not only bring the reconstitution to new production model, but also a powerful market forces. The purpose of this article is to construct an effective production order to the media news-entertainment tends. Through the own Debug of the markets, the media can use the economic resources more effective and orderly in the market.The Research methods in this article avoid the Journalistic Professionalism thinking model in the past, to explore the views of news-entertainment. Try to restore the concept of news-entertainment by the media economics, view the news-entertainment as an economic factor to promote the development of the media itself in the market-oriented media, to study why the phenomenon of news-entertainment is happen after the marketization of news media. Discuss the news-entertainment through three levels: the operation of the market process, presentation ways, and its future trends in the newspaper media. Focuses on the potential changes that newspaper should occur in the wave of news-entertainment.This article will use the imitation generated model in imitation economics to analysis the process of news-entertainment in the news market, and the impact on the media itself and the audience. To explain the news-entertainment as an effective competition means to attract audience attention, in the news markets it not belong to any individual media as a competition resources.It is the "public benefit resource" for all the media in the news market. It will impact the entire media market and change the news-entertainment economy impression of all the newspaper media, no matter the adverse effects from which level's destructive use.In this paper we hope the media can be conscious of safeguarding the dignity of news-entertainment. Through the self-adjustment of market, news-entertainment can complete the current degradation by the implementation of the media itself under the market economy circumstances. In order to establish the confidence to change the current situation of news-entertainment for the media in the market, this article will focus on a deeper level of China's press media management system and the characteristics of the audience under this system. Followed the respective group characteristics of Party newspapers, city newspapers, entertainment and leisure newspapers, try to classified their news-entertainment level to the appropriate Market Position in theory, achieve the level of news-entertainment, relying on the self-adjustment by the news market to reach a virtuous cycle of news-entertainment. Achieve the diversified Competition of news-entertainment in the virtuous cycle, so that the press media in the market environment can produce high-quality news product. |
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