Ecological Analysis Of China’s Newspaper Survival Since2000

Media ecology was born in the late1960s in North America. This school is toextend ecological principles in the field of the media, to study interaction betweenmedia systems, social systems and the crowd. Media ecology put a human society asan ecosystem, in which human individuals, media, society and nature are regarded asthe important factors of it.These factors constitute media ecology research core-themedia ecosystem. Through the study of different complex interaction relationsbetween natural environment and human, social environment and the media, themedia and the media, the media and the people, the media system, Media ecologyexplore a dynamic cycle of media system, ecological balance and sustainabledevelopment mode.In recent years, following China’s rapid economic development, the internet andcell phones represented by new media have quickly occupied the market share of themedia, attracting a large number of traditional media original audiences andadvertisers. At the same time, the recession phenomenon of the2005" newspaperindustry winter", the2008"global economic crisis", and the China’s newspaperindustry in recent years showing a "circulation decline and the advertising revenuedecrease," make domestic and abroad newspaper media industry encounterdevelopment ice period.The profit model and development path of newspaper digitization passivelytransformation are still in the exploration. Currently, not eliminated newspapermalpractice system mechanisms, low industry concentration, small scale, serious lossof newspaper readers and increasingly aging and other issues have also causedwidespread concern inside the industry.And because of the re-emergence of publicopinion "Demise of the newspaper", China’s newspaper media are suffering unprecedented impact.Faced with such grim development situation in the newspaper industry, from theperspective of media ecology, combined with the existing ecological theory, thispaper deeply analyze the survival status of the China’s newspaper industry since2000.Through the analysis of the newspaper media system environment, ecologicalenvironment of the audience, advertising resources environment and other multiplemedia ecological factors, the paper explore the existing problems in China’snewspaper industry development, thereby provide a solution ideas for the newspaperindustry reform, and open up the research platform of the traditional newspapermarket operating and transformation.