Metropolis Daily Constructs The Public Identity By Media Event

The 18th CPC National Congress, known as the biggest "events" in Chinese political life during 2012, can be said to be another reflection of the social politics, economy, culture of the "landscape", which is produced of Chinese unique political, economic system, center and focus of the Chinese political life. It is not only a assemble rotation of political reform change, but also an important meeting dominating for the country’s next ten years, and also a good opportunity to national education promotion. To our understanding, the party’s identity, are likely to pass the Congress of sublimation. Especially for the ruling party, how to raise public awareness about the ruling identity, reports of The 18th CPC National Congress is a very good opportunity.The 18th CPC National Congress, from open to the closing, like a "feast" to the media. In front of such a major node, relying on its influence, the mass media organizes and plans "media events", to create a public opinion environment, construct public identity. From newspapers to television to the network, each kind of media, taking their respective and advantages and characteristics, all-round, multi angle, do their best to build a media "feast" in reports of the 18th CPC National Congress. Before such an important event related party, country, person, there is no reason for metropolis daily approaching for the mainstream to stand by watching others battle. How to evaluate to performance of metropolis daily in reporting the 18th CPC National Congress?Compared with the "People’s Daily", Xinhua news agency, CCTV and others, "Shanghai Morning Post", "Beijing News", "Southern Metropolis Daily" as the representatives of a number of metropolis daily keep closer contact with its readers and the consumer, advertising owners, and has more freedom in the operation in the market. Metropolis daily has a more profound market in the eyes of the people. Compared with the central media, metropolis daily’s operating and planning the theme of people’s livelihood is more "down to earth".In this paper——" Metropolis daily constructs the public identity by media event——Take the reports of the 18th CPC National Congress for example" the author takes special planning report by metropolis daily in celebrating the 18th CPC National Congress as the main research object, using media event" as the core concept to research how metropolis daily constructs the public identity and its effects in reporting the 18th CPC National Congress. In 2013, January to February, the author once through the issuance of paper version, the electronic version of the questionnaire, to nearly 150 readers and audiences in Beijing, Shanghai, Guangzhou and three (of which more than 2/3 for fixed subscriber of metropolis daily) was investigated, through what channels to the information, the understanding of the 18th CPC National Congress is how to form, metropolis daily played a role, the audience what if approved Metropolis Daily reported the transfer and expression of views. According to the results of the survey, the public for reports of metropolis daily, especially metropolis daily meticulously planned, meticulously create a series of "media event" and its identity, appeared more obvious differences.In reports of the 18th CPC National Congress, metropolis daily is trying moving continuously from the edge to the mainstream. "Shanghai Morning Post", "Beijing News", "Southern Metropolis Daily" and other newspapers in media campaign of the 18th CPC National Congress to actively create a "media event", hand over a "offbeat" answer. In the construction of the public agree on this issue, it played an indelible role. This kind of promotion, create a good atmosphere for public opinion. Also, the possibility is not up to the construction of the public identity effect, called "blind-promotion ". The "blind-promotion ", on the surface, it is mainly caused by the traditional media "wishful thinking", but in fact, it is caused by the weakening of influence of traditional media in the public opinion, public affairs, and public function.Metropolis daily in contest of the 18th CPC National Congress again profound understanding to the media, who is the survival of the "God", who is to decide the media of vital importance "the ultimate judge", how can the audience back to their communication platform, production to maximize product to amplify news dissemination effect. The impact of new media, metropolis daily seemed defenseless, renewal, is like an irreversible trend. Metropolis daily, who had plunged into the market, can’t fetch any bonus from system for profligacy. In short, the metropolis daily, once attempt nothing and accomplish nothing in the market, will eventually perish by itself.Therefore, the metropolis daily and other mainstream media want to occupy the position of public opinion, to play its public function in the main battlefield of public opinion, not "can’t", but not "impossible", but "have a brilliant future". The metropolis daily must "dare", "will", therefore, possibly promote society to continue its progress. Furthermore, the metropolis daily must always uphold the principle of audience’s orientation, particularly among the major events. Facing the major theme reports, metropolis daily should be more emphasis on the pre-planning, and strive to find a link between the major theme and audience attention, as a high level of "podcast" to the audience, and the media products should not be a repeat word for word what others say, even "the newspaper reports what party says", but with high standard "graffiti". Only with the high quality, the viewpoint, the depth of news planning, news works. This requires the traditional media from the perspective of the audience’s taste and angle, to produce more close to life, close to people’s livelihood; news planning based on the "media event" should be such operation.