当前党报的处境与其新闻宣传战略选择

目前党报的发行量的下滑暴露出其内容定位与受众需求之间的错位问题 ,因此有必要在明确党报处境的前提下重新设计其新闻宣传战略 ,以强化党报的功能。当前党报的处境及其自身状况相对于计划经济时代 ,主要有三个方面的变化或表现 :一是社会现实环境由泛政治化转变为经济生活主流化 ;二是媒介环境由党报一统天下的局面转变为多元传媒共生的局面 ;三是党报自身正日益受到网络传播技术的挑战以及视听符号的挤压。在这种形势下 ,党报的新闻宣传战略选择应当是 :内容要体现整合性 ;内容所蕴含的指导思想和价值观念要有统一性 ;内容的处理和加工方式要有易接受性 ;内容的选择要有思想性等。

Present Circumstances of the Party Newspapers and Their Strategies of Propagation

The amount of distribution of the Party newspapers has been dwindling as a result of the disparities between the content of the newspapers and the needs of the readers; therefore, it is necessary for the newspapers to improve their strategies so as to promote their functions. The Party newspapers are faced with three changes: the social environment has changed from universal politicization to a general concern for economy; the dominance of the Party newspapers has given way to the coexistence of various types of media; the newspapers are rivaled by the internet and other audio visual materials. Under such a situation, the Party newspapers should adopt the following strategies: the content of the newspapers should concern itself with people's livelihood; the guiding principles and values of the content should be consistent; writings in the papers should be worded in such a way as to delight the readers; attention should be paid to the ideological content in the choice of topics.