Creating The Sympathy-oriented Media

The objective of this paper is to analyze news operation, which is based on qualitative research methods of participant observation, in-depth interview and content analysis. It is oriented towards the social responsibilities of mass media, by analyzing the initiation, progress, production process and communication effect of the Chun Nuan Yuan Meng column of the local media Chun Cheng Evening News, demonstrating content of the column, taking insight into the background of the topics, evaluating the pros and cons of the reporting and investigating the status of sympathy-oriented media strategy of the Spring City Evening News. The Chun Nuan Yuan Meng is one of the strategic columns of the Sprint City Evening News to pursue the objective of sympathy-oriented media, and it has achieved initiative results. During the five months when this research was undertaking, it has helped many people realize their dream and it brought positive effect and warmth to its audience. However, the Chun Nuan Yuan Meng has been established for very short time which brings some limitations. For making further improvement on the quality of the column, there a re five types of solutions were provided in this paper.1. Expanding the sources of information and selecting the appropriate topics for the column.2. Upgradin g the standardization of the column.3. Innovating and exploring in the content and form of the column.4. Increasing the cooperation with other social forces.5. Increasing the investment in the development of column. With instruction and help from the tutor, sustained investigation and in-depth research is made into the Chun Nuan Yuan Meng column and a summary is generated on the pros and cons and the significance of the column, In hopes of enhancing the column operation, providing theoretic reference for the Spring City Evening News aiming for the sympathy-oriented media and helping the public get to know the column.