A Study On The Transmission And Development Of The Mobile Newspaper Of China Mobile

With the development of the technology in information, a mobile phone has become a new media. And since2003, the mobile newspaper has developed rapidly in our China. In2005, the first Mobile Newspaper of China Mobile emerged and up till now it has formed its own newspaper system with more than one hundred kinds of products. Therefore, the Mobile Newspaper of China Mobile will be the object of the research to testify the combination between the theory of Mass Communication and the mobile newspaper. By the analysis of the growth and media characteristics of the Mobile Newspaper of China Mobile, some suggestions will be provided to its future developing.The research focuses on the present state of the mobile newspaper and the development of China Mobile’s newspaper, its elements in transmission, problems and solutions. The introduction mentions the research in its background, meaning, status, trend and methods. It also summarizes the achievement of the mobile newspaper in China.Chapter Ⅰ expounds the definition, classification, history of its development and the background and growth of Mobile Newspaper of China Mobile.Chapter Ⅱ analyses the characteristics of Mobile Newspaper of China Mobile in propagators, contents, mediums, audiences and effects and points out its character as "gatekeeper" in propagating objectively and scientifically based on the quantized index; the contents are various, brief, interesting; the mediums are portable and based on the multimedia; the audiences are fond of the materials they lack and prefer;agenda setting, feedback and interaction completely present.Chapter Ⅲ presents the difficulty Mobile Newspaper of China Mobile is faced with such as, lack of depth in content and instantaneity, severe similarity in news and the limitation in audiences.Chapter Ⅳ tentatively provides the solutions to the problems. Strengthening the cooperation between medias, providing the individualized contents, marketing campaigns and updating the news immediately can be good measures.Chapter Ⅴ makes a prospect for the future development of the Mobile Newspaper of China Mobile, expecting its breakthrough on the part of3G Technology and clients to promote the development of the evening news.