Children's Newspaper Audience Disabilities

As one of children’s main touching media, children’s newspaper plays an importantrole in developing good moral sentiment, the sense of social responsibility and nationalpride. Children’s newspaper is closely related to their growth . The unique attribute ofprinting media is advantageous to children’s cognitive capacity and social development.But the present children’s newspaper still has many problems. According to Chinese NewsPublication administration data statistics, at present, there are 36 children’s newspaper inour country, the majority is weekly report, by 4 opens 4 edition. The newspaperinformation content are few, the news effectiveness is low. At the beginning of the newcentury, children’s newspaper industry rectifying cuts off the children’s newspaperadministrative background. Facing the market economy impact, the children’s newspaperis making great efforts in expanding publishing channels, creating brand and improvingthe market competitiveness, while paying not enough attention to the quality of thenewspaper. So the children’s newspaper still has problems as backward idea, outdatedcontent and old-fashioned format, which is different from the children’s actual need.This is the reason that the disseminator and the audience do not coordinate in propagationprocess. Therefore, how to enhance the quality of children’s newspaper, and to make itaccord with the child and youth reading rule and the psychological characteristic is theprimary coverage for this article to study.The research demonstrates that when facing information the children do not justaccept passively, but positively choose and process. At present in the communicationprocess taking the children’s newspaper as disseminator and taking the children asaudiences, indeed there has some barriers which cause the children not able to gaininformation smoothly and effectively. From both internal and external aspects, the twoaspects mainly include: internal barrier as motive barrier, understanding barrier andsatisfied barrier; exterior barrier as channel barrier and participation barrier. According tothe related theories, this article selects Qilu Youth Newspaper as an example to conductsthe research, and through interview, discussion and the questionnaire to demonstrate the barriers existing in the communication process. by comparing, it can be seen that theinternal barriers are greater than the external barriers. Therefore, the key of the children’snewspaper is depending on how to enhance the quality of children’s newspaper.Secondly, there is a big difference in gaining information between children and adults.Children cognitive ability is weaker, and their range of activities is smaller. Especiallyschools have a dominating influence for school-age children. This article takes thechildren’s newspaper, characteristics of children’s psychological development, thechildren’s living society, family and school environment into account, carries on thetheoretical and practical analysis of the reasons for children’s newspaper audience barriers,and proves these reasons one by one through the survey for the readers of Qilu YouthNewspaper.It depends on the bilateral efforts to coordinate the contradiction between thechildren’s newspapers and audience. The children’s newspaper should accurately masterthe characteristics of children psychological development, lay down the newspaper policyand implement the newspaper strategy according to different environment and differenttimes. At the same time, schools, parents, and society should also construct a goodatmosphere to train their own and the children’s media attainment, also to create favorableconditions for the children to get and process information.This paper covers the children’s newspaper as the object of study, applies sociology,psychology and communication theory for multi-dimensional thinking, and illustratesbased on the concrete cases, also proposes the feasible recommendations based on therealities of the children’s newspaper, and has good theoretical and practical significance.