Current Situation Of Evening News Literary Supplement And Research On Its Development Under New Media Environment

As a unique phenomenon of Chinese newspaper,newspaper supplement,together with the times,has been experienced through ups and downs for hundreds of years.Today,however,the new media with the internet as its representative,has brought tremendous influence and shock to the traditional media.As the "traditional powerful military",newspaper supplement is faced with the fierce environment with the reduced position,intense competition and severe challenge of the stagnant newspaper industry.It is necessary for the newspaper industry to relocate their position and reform in the attack of the new media,with its own advantages,to keep up with the rhythm of today's times,and to adjust their direction,so that the supplement can stand at the edge of trend and become the important lead of newspaper's development at new times.Founded in 1953,the supplement of "Xi'an Evening News" has been through over 60 years of evolution.It has experienced the contention of Shanxi writers of thought,which was the golden times of newspaper.Also it was faced with the evolution of era change and the more and more severe dilemma,which is worth studying.Therefore,this paper did a research on the supplement of "Xi'an Evening News" in five chapters.The first chapter is the introduction part,which mainly introduces the research background,the research purpose,the research object and the present studies;the second chapter mainly makes a brief introduction of several well-known evening newspaper supplements in China,to provides reference and guidance for Xi'an Evening News's literary supplement,and the current situation under the new environment of the new media;the third chapter objectively describes the content structure and the development of the supplement of"Xi'an Evening News";the fourth and the fifth chapter,with the case study of the supplement,analyzed the feasibility and necessity of editing the supplement with internet and the news road in the situation of new media,and the way to keep subscribers and the way to survive of the newspaper supplement.This paper adopted the method of content analysis,focusing on in-depth study of 2016"Xi'an Evening News" supplement content.This paper tried to describe the reality that the supplements,taking "Evening News" supplement as an example,are facing with the challenge directly and positively,actively takes measures to optimize their own brand,from the perspectives of closing to news current affairs,showing life fun,enhancing social impact,building interactive platform,and organizing activities.The author tried to take"Xi'an Evening News" as an example,to call for other newspaper supplements focusing on practical experience and breaking up the dilemma,and the author also hopes that the supplement of "Xi'an Evening News" can continue to root their brand values in local culture,become an actual cradle for new writers and develop into an excellent newspaper that can be appreciated by various tastes.