Reform And Innovation Of New Century People’s Daily Commentary

Throughout over60years of development, the People’s Daily editorial reviewshave consistently acted as the major platform for the Communist Party andGovernment of China propagandizing its new policies and guiding the direction ofpublic opinion. The editorial itself as a multivariate media provides more efficiency,coverage and diversity. In1956, the third reform of the People’s Daily has graduallygained the public attention. The concept of innovation has also been viewed as abrave trail from the People’s Daily. Nevertheless, the process of moving forward hasnever been smooth. The editorial review section was virtually disappeared during theculture revolution period. It was only reappeared in front of its readers till thePeople’s Daily reform when the Chinese government initiated the reform anddevelopment in1978. In the new century, the People’s Daily is facing morechallenges due to the fast moving of social development, the multivariate of people’slife and the escalating competitions within the media industry in the era of Internet etc.The People’s Daily has not only won more popularity from the readers, but alsoenhanced its overall competitiveness through innovative thinking in editorial contents,forms and perspectives. This paper is aiming to find out main factors that influencethe development of the People’s Daily and using the findings to analyze the reformand innovation of the People’s Daily through the editorial development history of thePeople’s Daily. Meanwhile, by selecting “People’s editorial” column as a typical casestudy, it concludes that methods of how the People’s Daily editorial foster itsstrengths, circumvent its weaknesses and accumulated valuable experience for the itsfuture development whilst come up with innovative concepts.