City Party Newspaper Influence Public Opinion And Recycling Promotion

Recently under the strong impact of the market environment, the livingenvironment of the city party newspaper has great changes in our country. On the oneside, metropolitan newspapers and central, provincial party newspaper has been itspowerful rival. On the other side, new media has brought its enormous pressure.Faced with all kinds of media besieged, city party newspaper is not only to competewith other media audiences for the market, but also to take social responsibility to dothe party and government spokesman. In the past, city party newspaper relying on“royal food" could n’t deal with the challenges. Meanwhile, the development of thecity party newspaper has a series of issues, such as inaccurate positioning of its role,poor in market competitiveness, and lack of publicity influence. Joint action ofexternal and internal factors cause the loss of a large area and the declining influenceof the urban public audience.Under the challenges, the city party newspaper led by Guangzhou Daily andSazhen Special Zone Daily, changes competitive strategy, improve reporting methods,so that it could promote and reconstruct the influence in public. In addition, JinanDaily which has65years of history has been a great success in recent years, withrevision as the main body through a series of reforms. Not only the layout ofnewspaper has been more and more simple and fresh, but also news products havebeen better and better. It with a whole new look the newspaper "three years" goal, hasachieved a goal “great changes in three years”. Also, it has got the promotion ininfluence of public opinion and the favor of audiences. Circulation and advertisingrevenue have made great breakthroughs than that in the past. Jinan Daily has been anew force in the party newspaper of the city. In the case that the city party newspaperhas difficulties in the development and the influence of public opinion, the attempt ofJinan Daily undoubted has an important demonstration and learning significance forupgrading and reconstruction of urban party newspapers.The paper, as influence of Jinan Daily in public opinion the main line, is going toanalyze and discuses the development direction of urban party newspapers in the influence of public opinion and strategy choice. The paper through newspapercirculation, readership and media value, carries a brief analysis about the status of thecity party newspaper on the influence of public opinion;then with PEST researchmodel from the macro level and the micro level of media environment, analysis themotivation on the Jinan Daily upgrading and reconstruction of public opinion.at thesame time, through qualitative analysis and quantitative analysis, combined datacompilation and fieldwork, it will study the "Jinan Daily" revision and other news ofreform measures on the level of influence in public opinion. By using Issue Set,Audience Participation, Uses and Gratification Theory and other theory, it is to carryout comprehensive and systematic effectiveness analysis on Jinan Daily relevantreform measures. On the basis of effect analysis, from the party newspaper how tocoordinate the relationship among propaganda, this paper will think about starting onthe Jinan Daily how to further achieve the overall breakthrough, and how to furtherexpand the development space. Finally, in terms of quality, layout, newspaper strategyand other aspects, the author is trying to refine out the experience of Jinan Dailyreform,to provide a reference for other party newspaper to improve its newsproduction, upgrading and reconstruction of its influence on public opinion.