| In recent years, with media competition becoming increasingly keen and media structure more complicated, the organ of the CPC, which is politics-oriented and market-insufficient, is on the brink of breakthrough. Without government finance, Party newspaper, being faced with fierce media competition, audiences with diversified demands and rapid emerging of new media, could overcome many obstacles and fulfill a leap development, which is crucial to itself as well as the development of the mainstream media in China.Based on the theoretical framework of the Media Ecology, this thesis firstly takes Party newspaper as the subsystem and makes a comprehensive analysis of its inner and outer environment. Secondly, Shaanxi Daily is chosen for case study. Having adopted the method of SWOT, this thesis briefly illustrates its advantages, disadvantages, opportunities and challenges. This paper mainly focuses on the reform of its news concept, writing style, layout language, transmission modes, new columns and newspaper management. As for the problems outstanding in this process, this thesis proposes four suggestions for the development of Shaanxi Daily, which are carrying the reform through to the end, developing more transmission ways, insisting on independent distribution and accelerating the establishment of the Press Group. Lastly, according to the experience of the reform, three corresponding measures for the development of the Party Newspaper in the new era are put forward, which refer to press run by differentiation and new orientation, the development of the mass media by using digital techniques, the increase of its core-competitiveness by using brand popularization. This thesis draws a conclusion that CPC Organ should clearly realize its new media environment and insist on the orientation of mainstream newspaper with serious style. It can safely conclude that with the help of new media and various transmission ways, the Party Newspaper can advance by leaps and bounds. |
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