Newspapers Reported Public Welfare Research In China

In the new media mergence, die "print", public welfare undertakingsreported as ease social contradictions, guide social ethos, help to print to winthe trust of the audience. Especially after the "public interest" of the first year of2008, the value of public welfare undertakings reported by the media and thepublic widely attention, it arouse the enthusiasm for public welfare, promotethe improvement of the media, introspection and innovation, and promotepublic welfare undertakings more accelerate the transformation of China’shistory to the "public China".“Southern metropolis daily· public welfare weekly is” the most influentialsouthern metropolitan newspapers. It’s located in the economically developedPearl River Delta, so public welfare undertakings is developing very well.’Jinghua times· public welfare weekly’ relying on Beijing, is the source of allkinds of information policy,development of public undertakings have erratically.They are the most representative newspaper in north and south China, so Ichoose them as samples in this paper. They will have guiding significance tothe other newspapers. Samples selected from2013a full year ’Commonwealweekly’, I’ll have a statistical analysis of data and text analysis about reports ofpublic welfare’s issues, genre, orientation, reports time etc. And combined itwith reports, summed up the content features of print media reports of publicwelfare in our country now. And also make an analysis of the limitation ofmaterials and way in our country reports of public welfare. And the print is notmerely a reported information on public welfare undertakings, but positivepublic welfare activities of the organizers to discuss principle of news authenticity that reports of public welfare and planning have to follow, andavoid the use of commercial hype. Through agenda-setting function topromote public welfare concept and guide the general mood of society.Cooperate with the public welfare reports to push the welfare undertakings intothe new stage.At last, thinking the development of public welfare undertakings for thefuture. Break through the rigid model of reports, pay attention to the mediamanagement and the cultivation of media literacy and vocational skills. Themost important is building the developing road that media brand as the core. Isthe most important media to create good brand as the core of the newdevelopment, public welfare coverage planning advantages into full play. Othermedia reporter to moderate transformation of identity, to participate in theorganization of public projects, fully embodies the value of opinion leaders,tease out report clearly the development of future public welfare undertakings.