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建立人际资源圈中国传统大众媒体报业的处境 --assignment代写范文
2016-12-27 来源: 51Due教员组 类别: 更多范文
留学生essay代写范文:中国传统大众媒体报业的处境，在2003年以前，中国报业在传统大众媒体处于主导地位，而发行量和广告收入增长以稳定的速度增长。在20世纪90年代，许多专家学者仍然把报纸视为“朝阳产业”，但这种情况在第二十一世纪发生了巨大的变化。在20世纪90年代快速增长之后，中国报业在流通、收入和人们读报时间上呈下降趋势。本文注意讨论中国报业如今面对的困境及缘由。
Why Chinese Papers Fall into the Dilemma?
During the period from 1978 to 2003, the newspaper industry in China played a leading role in traditional mass media, and both circulation and advertising revenue increased at a steady speed. In the 1990s, many experts and scholars still regard newspaper as a ‘sunrise industry’, but this situation changed dramatically in the 21st century (Lei, 2010: 41). After a rapid growth in the 1990s, the Chinese newspaper industry experienced a decreasing tendency in circulation, income and people’s time in reading newspapers (Lei, 2010: 43).
Furthermore, Haiming, the editor in chief in Beijing Times, believed that the structure of media market changed from quantity to quality in 2005, which is regarded as a turning point in Chinese newspaper industry, and after 2005, the newspaper industry would step into an age of stagnation (Haiming, 2005). Why Chinese newspaper falls? And what are the reasons for this phenomenon?
According to Lei (2010), Haiming (2005), Van der Wurff (2005) and Leurdijk (2010), superficially, the major reasons for the stagnation is that the great impact of new media. However, as discussed above, there would be three main reasons for the dilemma situation in economy. First of all, newspapers are not able to follow the rapid development of new media, and they also cannot show their superiority in news reporting. Second, most websites built by newspaper publishers do not have the capacity to compete with some major portals such as Yahoo and Sina, as newspapers are not professional in building a website, and the layout and content on their website often lack creativity and interactivity (see Figure 8). In Figure 8, we can see that the local newspaper Dalian Daily has just transformed their print paper to the digital one, and upload them simply on the web. Whereas, Sina News, one of the largest official portals in China, presents news in a very clear layout, and their navigation bar could help users to search for the news they want. Third, Chinese papers still rely heavily on their advertising in the era of new media, and they have not adjusted their production structure promptly, besides they also did not explore new methods to develop.
These reasons, from passive to initiative, lead to the downfall in Chinese newspaper industry.
What is the Future for Chinese Papers?
Undeniably, newspapers have numerous weaknesses when compared with new media. For instance, slowly spread news; limited information; restricted reading environment and methods. The development of newspapers is becoming a heavy topic.
But is newspaper industry helpless and incurable under the impact of new media? The answer is no. Levinson (1997) believed that “newspaper would live on in the digital and online environment, and in many respects live better (Levinson, 1997: 185).” Also, Van der Wurff (2005) pointed that digital technology and the Internet will empower newspaper publishers to innovate their new products and target new audience. Further, Enqing(2003), the president of Beijing Youth Daily, believed Chinese newspaper industry will recover soon. He said that China just get into the market economy system and newspaper industry is still under development (Yong, 2006).
Indeed, newspapers also have their own features that cannot simply be replaced by new media. For instance, the design of different pages and projects; in-depth news reporting; the collectible value and original analysis. These features decide newspaper industry would not go demise, but it would go through a period of decline. Additionally, the Chinese economy is still growing, and the fast development of advertising market will most likely enhance the newspaper industry as Hazaimeh (2010) mentioned “A drop in circulation does not necessarily mean newspapers will suffer financially because the profits are generated from the advertisements and not by the number of copies distributed.”
But we still cannot deny the dilemmas of newspaper industry in contemporary society, and if they cannot respond to the problems positively and efficiently, the advantages also have the possibility to become drawbacks. So what are the strategies for Chinese newspaper to develop in the new era?
This study, thus, intends to explore the methods for Chinese newspapers to develop in the age of new media. And in conclusion, the major methods in this study is the media convergence between print media and new media and a transition strategy, which will help newsprint industry to move towards the omnimedia construction and have a better influence on today’s mass media.
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