Analysis On The Media Ecology And Competitiveness Of Provincial Pictorial

It is undeniable that traditional printed media falls into decay in the era of the Internet. As the veteran and an important part of China’s modern pictorial, the content and form of Provincial pictorial have failed to satisfy readers. In the context of market economy as well as the transformation from cultural public institutions to the company, the operation of Provincial pictorial has been in a more difficult situation. As a result, transformation and reform is the only choice for Provincial pictorial due to the lack of financial support. For now though, the transformation of Provincial pictorial has not achieved the ideal effect with losing its advantages and being increasingly marginalized in the further subdivided periodical market.2013is the year in which Shandong Pictorial usher in the seventieth anniversary of its founding. It is not only a review of the past but also a brand new start after seventy years. As a Provincial pictorial firstly founded by the Chinese Communist Party on its own, Shandong Pictorial and other Provincial pictorials have a lot in common, thus they confront many typical common problems.This article regarded the Provincial pictorial in trouble as research background; Chapter2is a review and classification of development status of China’s pictorial and Provincial pictorial; Chapter3is an analysis of media ecological environment of Provincial pictorial from the perspectives of policies, media social environment, readers environment and so on; Chapter4is a case study of Shandong Pictorial, which will relocate the competitiveness of Provincial pictorial from the perspectives of urban publicity, rediscovery of life by photography with special topics, the value of historical materials, strict control of image-text report, readers’cultivation of cultural aesthetics in the era of picture-reading etc., according to communication science and social function of media. The author attempts to find out the competitiveness and advantages of Provincial pictorial in new media environment as well as new thoughts about the development of Provincial pictorial in future.