Study Of Three Decades Of Reform And Opening Yunnan Role Of The Media Change

China society has changed comprehensively with the reform and opening policy being taken in the past 30 years, while the media reform is an important part of the all-round reform. Look back upon the development course of Yunnan's medias in the past 30 years, The paper is about to sketch a picture of gradual changes on roles of Yunnan's medias through analysis on seven events with meanings of milestone like foundation of Spring City Daily. The picture not only exibits steps of changes on roles of Yunnan medias, but also presents meanings from two aspects.Taking the course of China news reform as reference, and comparing with gradual changes of Yunnan medias, we could see the changes of the roles of Yunnan medias is to some extent miniature of China's news reform. Looking through the seven events with meanings of milestone, we could see that Yunnan medias appear as the roles of income creator, cooperator and contestant, as well as role of expanding. With news business, senses and structures, the roles experience all-round reform, as well as conflicts of market and audience modes. Such a course of activating media'roles keep the same step with China's press circles'reform entirely. The changes of the roles of Yunnan's Medias share similarities of time with changes of the roles of whole news medias.The roles'changes of Yunnan's medias also has its own characteristics. Yunnan's medias reflect the sense of creation of the local medias in the local reform of press circles . Also, it tries to go through bottle neck and realize trans-regional development strategy. With the help of the good location of Yunnan and support from the local government, Yunnan's medias could borrow a ship for sailing to have trans-regional development. Through reading on the special meaning of Yunnan caused by Yunnan'medias, depending on regional advantages, the function of culture spreading of Yunnan's medias highlights on the basis of material supply from regional economy development of ASEAN, the sense of belonging to same culture, which could be the spiritual tie of trans-regional exploration. Yunnan's medias will become the roles including social justice's watcher, social benefits'communicator, and the promoter of social value standards and social common understanding, in order to give full play to medias'public attribute, gradually form local influences, and finally develop to be radiated value with practical meaning.The course of roles of Yunnan'medias is also the process of dialogue with society, which is affected by politics, economy and culture, not just simple reconstruction of social resources.In the whole process, we could see that the medias release creation power, break stereotype for social resources and found new resources relationship.