The Influence Of The Municipal Party Newspaper In The View Of Field Theory

Since the90s of20th century, the party newspaper especially the municipal party newspaper has been marginalized. Their circulation, advertising revenue and social influence has been so declined in the new broadcasting environment that calling for a study of their own development strategies.This paper introduces Bourdieu’s field theory, to analyze the reason that the influence of municipal party newspaper spreads down. This paper suggests that the municipal party newspaper should adjust and re-establish their operations, to strengthen the consciousness of the audience and meet the needs of the audience.In the new broadcasting environment, the structure of the municipal party newspaper changes, so its operation should be changed accordingly. It is necessary to follow the news law and the law of the market.In news gathering, the municipal party paper should follow the news law, not only to provide real, objective reporting for the audience, but also to provide authoritative information, the depth of interpretation policy, strengthening the social mainstream of public opinion and guide public opinion. In the operation, the municipal party newspaper should follow the law of the market, to meet the needs of the audience and innovate the distribution and advertising business model to get the corresponding position.In China, the is influenced by the political field, economic field, cultural fields and field of civic life, but it can adhere to its own operational logic, to reduce the impact from other fields and access resources of news reports and management to enhance the effectiveness of its communication and social influence.