1984—2004南方周末轉(zhuǎn)型的分析及啟示.pdf

1、甲770291鉭旦大學(xué)學(xué)校代碼；10246學(xué)號l012013050碩士學(xué)位論文1984一X134南方周隸轉(zhuǎn)型的分析及啟示院系(所)；新聞學(xué)院專姓業(yè)：名；新聞學(xué)朱強j攝導(dǎo)救錒：一挈擎孝摯孥完成日勰：200綽9月10日[Abstracts】Launchedin1984asatabloidwithcirculationonlyof7000copies，SouthWeekendisnowthemostinfluentialnewspaperwi

2、thmorethanonemillioncopiescirculatedperissueinChinaItspopularityseesalmostnoformidablecompetitionfromotherweeklynewspaperinthenewearofChinesepressmarketNotedbyNewYorkTimesasthebestnewspaperinChina，itisalsdconceivedbydome

3、sticmediaasasymbolofsupervisionbypublicopinionMeanwhile、asoneofthefirstChinesemediathatfoIlowsamarketmechanism，ithasalsoachievedaremarkableSuccessfromeconomicside：itsadvertisingtmnoverin2003roseto120millionRMBonasalereco

4、rdThisdiscourseelaboratestheprocessesoftwoshiftsandareformthatSouthWeekendhasexperiencedinthepast20yearsThewholeprocesscanbephrascdintofourperiods：fromitsfirstlaunchon13‘“February1984tol”January1992itwastheSO—calledintro

5、ductoryperiod，whentheguidelineof“forbothhjghbrowsandmiddlebrows”WaSputforwardandledthenewspapertobecomeauniquelynational—wideweeklyfocusedoncultureandentertainmentThesecondperiodcamewithamarkofcontentexpansioninearly1992

6、。SocialityandthecharacterofnewsofreportingwerehighlightedandthenewspaperwasreformedtobcacompetitivecomprehensiveweeklywithnationalinfluenceIn1996，itsucceededtotransformitselfintoaquailtynewsweeklyandwitnessedanaccelerati

7、nggrowthFeaturedwithcoverageofbigcriminaleasesandcrossregionsupervisionbypublicopinion，itendeavoredtobeareprescntativeoftiledisadvantagedinsocietyIthasthereforebuiltupthemostpopularmediaimage，whileslowlyexploringadiversi

8、tyofSObjgetsunderthedualpressureofmarketandgovernmentpoliciesThefourthisOn24”O(jiān)ctober2002，TheFallofLiJingWeiwaspublished，whichindicatedasecondsubstantialtransformationofitsorientationsandstrategiesinacoolingoffperiodAimin

9、gtobecomeamainstreamquailtynewspaperitorientsitselftoservethemainstreamcommunityandseekstoexploitthepoliticalcoverageItisilluminatedinthisessaythelogicbehinditstransformationsandreform，changesofitscontentstructure，theeff

10、ectsofitsshiftsandreform，aswellastheirimplicationsonthefuturedevelopmentofnewspaper[Keywords]crossregionsupervisionbypublicopinion，mainstreamsocialcomnmnityqualitynewspaper’competitionfordiversitynewspapertransformation，