Chinese Community News Development Direction And Strategy Selection

Community is the cell of society. With the development of market economy andthe accelerated process of industrialization, urbanization, the community is becomingincreasingly significant in the development of economy and society, and the role it playsis increasingly prominent, meanwhile, the tasks it bears is increasingly burdensome.Community news which is known as" Small is beautiful ", not only provides an uniqueand developmental channel for the city newspaper which has been getting into troubleof competition, but also holds the responsibilities for the building of community and theshaping of the community’s sense of belonging.Since the founding of China’s first "community newspaper" Lane Newspaper, thepractical mode of our country community news can be divided into two kinds: the firsttype does the the job of the "city news" with the concept of "community". China’scurrent community newspapers or the editions of community news almost cover all thecommunities of big cities. It just does the job of the people’s livelihood and the citynews under the cover of the community, which is actually a superficial reform withoutany fundamental changes. The second type is composed of the basic division unit ofadministrative area, whose report contents are mainly about what happened in thecommunity and especially focusing on reshaping the community’s sense of belonging.This paper tries to analyze and research the development trend of communitynewspaper of China and some strategy-choosing questions through four parts. The firstchapter explicitly relates the driving force of community newspaper in China. Thedevelopment of community newspaper is becoming much better, owning to the specialmedia environment allowed by our country and it’s own advantages. On one hand, thedecay of news about people’s livelihood and the expanding of the middle class create awell external environment for the development of community newspaper. On the otherhand, both the consistence between community newspaper and Chinese news and thefeature of helping the development of the community make it more suitable to developin China.The second chapter draws a conclusion: China not only has the environmentfor the development of community newspaper, but also it can produce some communitynewspaper with Chinese characteristics by the comparison through landscapeorientation and longitudinal direction. The third chapter mainly emphasizes thedevelopmental trend of Chinese special community newspaper: for the mode, thegroups of newspaper and the communities will work together to becoming the onewhich can bind the business and charity together; for the ways of spreading, it mainly depends on paper and regards the internet as the second choice, meanwhile, the way oftelevision broadcasting is still a long way to go. For the period, weekly publication isthe best way. The forth chapter, draw on the experience of Aemerica, reaches adevelopment strategies on the view of the real situation of Chinese newspaper: for thecontents, the concrete contents should be new and the whole process should beanticipated by other people; for the internet, it should contain different ways and mainlyfocus on innovation; for the advertisement and publicity, the staff of advertisementapartment should encourage the traders to publicize their business through thenewspaper, and the strategy of bundling through covering the whole market really canpromote the development of the community newspaper; for the newspaper ineducation, want to develop the next generation of readers, meanwile, play a role ofeducation the community residents of community newspaper, expend the influence ofcommunity journalism.