"Go Turn Change" And " Go To Grass-roots Level" Grassreports Researching Of Guangming Daily

The CPC central committee, called on the news front start "Go Turn Change" activities,is the central propaganda department, the central propaganda bureaus and foreign affairsoffices, state administration of radio, film and television, press and publication (GAPP), thedomestic five departments in the national news front organization to carry out an activity,"goturn change" is short for " go grassroots level, turn style, change the style". Activities aimed atpromoting journalists will practical views of the masses, the mass line in practice of newspropaganda, promote in-depth news units at the grass-roots level, to go deep among thepopulace further institutionalization, normalization. This activity since August in2011hasbeen more than three years, under the social widespread praise from all walks of life. Throughthe "Go Turn Change" activities carried out, make broad journalists sets up the massviewpoint reliably, adhere to the mass line, and will be "Go Turn Change" the spirit of fullyreflected in the news propaganda practice, promoted the journalists grass-roots level, to godeep among the populace normalization, standardization and institutionalization."Guangming Daily" to respond positively to the call of the CPC Central Committee, forthe breadth and depth of this activity commenced in August2011has opened "go grassroots"and "go turn change" series of columns, two columns under sub-set of52columns, extensivecoverage of the campaign-ranging and diverse way of reporting. I collected August10,2011to December31,2012a total of510copies of "Guangming Daily", and choose the whole "gograssroots,""go turn change" column reported that784were classified statistics, found thatthe number of reported large, reported subjects, a wide range of characteristics reported."Go grassroots,""go turn change" column reported in the planning concept, content,form, etc. are exhibited varying degrees of innovative breakthroughs in the report focus onaudience awareness and promote the concept of aesthetic sense, on the one hand to furtherexpand the central party newspaper’s influence among the masses, on the other hand give fullconsideration to the aesthetic ideas of contemporary audiences; in the report covering a widerange of fresh perspective and fresh, more realistic, and the masses, and further narrow the party newspaper distance reader; in the form of title reports striking, vivid language, shortlength, layout appearance, meets the needs of readers, but also conform to read trends. The"go grassroots,""go turn change" column reported, in promoting news coverage reforms,helping journalists put the location, changing news angles closer to the masses, etc., are toachieve better results, not only for news further pay attention to the attractiveness of theaudience, also requires journalists to be able to take root in the grassroots body and mind;binding "agenda setting","Knowledge Gap" theory, social responsibility journalism classicaltheory, I believe,"Guangming Daily" strengthen public opinion guidance, to protect people’srights, an example for the news front, etc., also have a greater impact. Through research, thepractical experience of "Guangming Daily" in "go turn change" campaign, summed up in theestablishment of a sound "go turn change " development of long-term mechanism, holding thebalance of positive and negative sides reported, persisting in reform and innovation in thespirit of service, etc. aspect,"Guangming Daily" as one of the main news media, especiallyparty newspaper meida, has brought important implications.