The Influence Of Native Advertising On News Production From The Advertising Practice Of China News Weekly

With native advertising is becoming increasingly popular,the boundary issue of the news and advertising caused by it has attracted the attention of the academic circle and the industry.Based on traditional media China News Weekly as an example,from its native advertising application situation of various platform and interviews of audiences,this article has a detailed analysis about the use of traditional news media in native advertising,including the characteristics,effects,problems that may lead to.In this paper,I adopt case analysis and interviewing method to complete the collection,induction and argument of the data,thus giving a clear presentation of the research object,also the effect is showed more direct and real.From the articles collection about China News Weekly in every channel,I've found rich and typical cases,then I can summarizes the characteristics.By interviewing 12 audiences of different ages and occupations,we obtained real feedback on the subjects.On the basis of this,the paper analyzes the advantages and disadvantages of using the original advertisement form China News Weekly,and also puts forward some suggestions on the possible negative effects.Though China News weekly's case,combined with relevant paper and case studies,this paper will analyses the reason and possible results of native advertising into the news,further more,reveals the challenge and debate at last.The paper found that: traditional news media like China News Weekly can adapt to the trend of new media development well,on the road of exploring native advertising business,they achieved the success of the audience recognition.However,it also found that they are not mature enough in the application and improvement is needed.The use of the native advertising also bring some changes to the production of news,it has affected the news production in the operator,process and content orientation.The objectivity and authenticity of news have been threatened,cheating behavior exist too.This paper hope to explore the native advertising influence on news production,showing the real situation of domestic traditional news media's application of native advertising and provide some valuable reference as well.