Research On Metropolis Newspaper-Public Welfare Weekly

From 2010 onwards, Beijing Times, Crystal, Orient Today, Southern Metropolis Daily, Yunnan Informiert and so on had founded Public Welfare Weekly sequentially, this set off a small climax of metropolis newspaper establishing Public Welfare Weekly. This research mainly take Beijing Times-Public Welfare Weekly as the research sample, use content analysis method, case analysis method, comparative analysis method, literature research method and so on as research method, analyze the basic characteristics, developing trend, and improving direction of Metropolis Newspaper-Public Welfare Weekly in china.The thesis conclude that Metropolis Newspaper-Public Welfare Weekly has the following characteristics:(A)The number of reports has shrunken dramatically influenced by the media market, social environment, readers’ psychology and other factors,However, the length of each report is growing on the whole.(B)The times that media intervene public welfare event by participant role and initiator role have risen, objective reporting has risen and positive reports declined.(C)The Theme focus on the public benefit activities, typical cases, status quo and development, being changing from micro to macro, simplex to diverse.(D)The primary focus objects is NGO \ NPO and its leader, enterprises and entrepreneurs,and the general public, being averaging from public welfare elite to other subjects slowly.The research think that Metropolis Newspaper-Public Welfare Weekly is confronted with many difficulties, and proposed three improvement proposals:(A) Setting the newspaper’s editorial policy on the basis of thorough market research;(B) Promoting public welfare by returning to the role of communicator and supervisor;(C)Seeking for new report angles and content actively.The thesis has innovative value in three aspects:(A) Compared with other studies, its sample size is larger(including approximately 800 reports), so that the conclusion is more convincing.(B)It has combed the development history of Metropolis Newspaper-Public Welfare Weekly detailed for the first time.(C)It has explained why the Metropolis Newspaper-Public Welfare Weekly’s reports decreased these years for the first time.