The New Century "Yunnan Daily"Revision Practice Research

Party newspapers have been dominating the press field for a long time. Publicizing and implementing the guidelines and policies of the Party, Party newspapers guide public opinions and act as the mainstream media naturally. However, with the development of the market economy, China now is facing the social transition, which encourages the birth of a new transmission pattern. Besides, the rise of new media threats the leading role of Party newspapers. The traditional mechanism and system make it difficult for Party newspapers to keep up with the pace of modern media. But the blossom of new media brings Party newspapers opportunities as well. How can survive the new transmission pattern and how to keep dominating the press field become the focus of many Party newspapers. Trapped in the same dilemma, Yunnan Daily has been striving for progress through frequent revision recent years.Based on a general analysis of the present situation of Party newspapers and the case study of Yunnan Daily, this paper attempts to explore the four revision practices of Yunnan Daily and focuses on the changes of concept and operation. Through evaluating and comparing the four practices, this papers attempts to summarize the experience and practical significance. Also, this paper points out the aspects that needed to be improved during the previous revision. Lastly, based on the experience learnt from the practices of Yunnan Daily, the author gives her suggestions on how to thrive Party newspapers. This paper argues that Party newspapers should keeping pace with the times, to establish a new theory of communication; Set the exclusive advantage to build the mainstream media; To strengthen regional interaction creates an opening party newspaper; The integration of resources to promote the integration of interactive Media Group.