An Empirical Study On The Advertisement And Publication Of The People's Daily And The Coverage Of The Enterprise Subject

Due to the special nature of the "People's Daily",the degree of commercialization of its advertising business is not high,and it is always out of the industry."People's Daily" belongs to the "revolutionary cause" and maintains a certain distance from the"industry".It is an inevitable requirement of its own nature.However,the "People's Daily" has absolutely no relevance to economic interests in the wave of socialist market economy development.To what extent is it linked to economic benefits?This article selects the publication content of the 1978-2017 36-year period from the People's Daily graphic database(http://58.68,146.102/rmrb)as the research object,and analyzes it through content analysis,text analysis,and correlation analysis.The"People's Daily" advertisement presentation and subject matter involved the status of the report,and explored the inherent relationship between the advertisement presentation and the subject's involvement in reporting,in order to explore the performance of the People's Daily,the banner of the party newspaper,since the reform and opening up.Through research,it has been found that since 1978,with the continuous promotion of reform and opening up and the continuous development of the economy,the advertisements of the "People's Daily" have undergone tremendous changes in the number of layouts,forms of advertisements,and so on,and the number of reports involving the subject has also occurred.change.Specifically,the layout of advertisements is getting larger and smaller,and small-sized advertisements are gradually being replaced;and the number of reports involving the main body is also increasing.Among all advertising agencies,Huawei companies in state-owned enterprises reported the most,and foreign companies reported the most.China Siemens reported the most.The study also found that the number of advertisements was significantly positively correlated with the number of companies reporting the overall situation;the number of advertisements was negatively correlated with the length of reports;there was a significant positive correlation between advertisements and newspaper revisions;however,advertisements in different years were not significantly related to the number of corporate reports.The number was not significantly negatively correlated with the corporate report layout.Overall,the report on the main body of the "People's Daily" has not been affected by its advertising investment,and there is no inevitable link between advertising and reporting.This shows that "People's Daily”has always adhered to the objectives and direction of the political affairs report.It has never been constrained and affected by economic interests and has always been the mouthpiece of the party and the people.