Research On Alternative "media Reading Notes"

The rapid development of the contemporary media technology has made the words of the new media space expanded gradually. It has become an important platform for public opinion feedback. What’s more, Active atmosphere has stimulated the production of diverse culture. Compared to traditional news products, the new force on the one hand,breaks the routine, making individual character and independent consciousness.On the other hand, the active borrows from original media resources, general logic and laws of routine production. Different from a clear-cut stand against power, they make a show of trying to resist, but also make up for a special choice. This article selects editorial column "Media Reading Notes" in FT Chinese website as its research object, the texts from4 thJanuary,2013 to 31 stDecember,2013 in a whole year as analysis content. Using four aspects which are identity construction, agenda setting, narrative strategy and language style to analyze their specific production behavior. At the same time, the interview with the author via e-mail brings direct vivid first-hand materials. What’s more, putting this typical News phenomenon in the domestic public opinion environment will form overall grasp,refining its special cultural value. It is different with regular news work, releasing with the help of the Internet and other new media. Its expression reveals personality, reflecting the deviation and consciousness of the free. But the alternative doesn’t mean to draw a line.Making use of traditional news field resources, it has actively build a broad and stable audience group, completing from "unusual" one to "obvious" one, forming a kind of special daily phenomenon. There is a fusion trend between alternative news and traditional news rather than a tit-for-tat relationship.