The Research On City Newspaper In Mainstream Transformation

In1998, as the first Metropolis Daily of China," Huaxidoushibao" put forward a slogan that" transform into a mainstream media", opened the mainstreaming transformative precedent. After that, many Metropolis Daily had to seek further development and breakthrough, due to the accumulation of resources and the fierce competition. Therefore,"mainstream transformation " became the first choice of Metropolis Daily.Aiming at the phenomenon of transformation, we select the most representative newspaper," The Southern Metropolis Daily " and" Chutian Metropolis Daily", through quantitative analysis and case analysis methods, to summarize the characteristics of the two newspaper, hope to form a clear schemata of the different mainstream transition path, and to suggest the possible problems in the process of transformation.The analysis shows that," The Southern Metropolis Daily " pay attention to the review, comprehensive coverage, hard news, to embody rational and depth, based on the social issues and major events involved in raising public opinion guiding force." Chutian Metropolis Daily" pay attention to life, brief news, soft news to reflect emotional and care, through the establishment of theme activities, typical image to carry forward the socialist values, in order to raise the mainstream influence.Two different transition paths of metropolis Daily shows that, there is no unique way of the mainstream transformation, and it can be achieved in many methods. The key is i the formation of newspaper features, and it can be reflected in the aspects of reported types, content, reporting way and so on.