市场化生存的党报新闻生产

【作者】 田秋生；

【导师】 刘海贵；

【作者基本信息】 复旦大学 ， 新闻学， 2008， 博士

【摘要】 本文依托《广州日报》这一典型个案,探讨党报的市场化生存这一具有普遍性意义的课题。论文试图通过《广州日报》自上世纪八十年代以来的市场化生存实践,从操作与理论两个层面对这一课题作出回应。论文采用个案研究法,参照市场新闻学的理论,以实地调查和深度访谈获取第一手资料,结合报道文本和已有文献展开研究,遵循自下而上的结论形成方式。在现实的操作层面,论文所提出的主要问题是:党委机关报的市场化生存是否可能?如何可能?宣传规范、市场规范与新闻规范能否协调?如何协调?从理论的角度来看,本文所关注的是新闻生产背后的逻辑,尤其是市场逻辑。通过这一个案,本人力图揭示,在中国社会转型时期,市场逻辑如何重构了一家城市党报的新闻生产?具体而言,市场机制的引入使新闻工作者的理念发生了什么变化?新闻的生产机制、报道方式、编辑加工等各个环节又发生了什么变化?在此基础上试图对这些变化带来的社会效应进行评估,并进一步探讨在中国的独特历史情境中党报与市场,乃至媒体与市场的关系。导言部分,首先提出本论文所要解决的主要问题,说明选择《广州日报》作为个案的依据;随后对本领域已有的研究成果进行文献综述,从而找到研究的逻辑起点;最后交代论文的理论视角、研究取向与研究过程。第一章结合《广州日报》20多年来的发展历史,从生产与营销两个方面展现《广州日报》的市场化路径,描述其从一个党组织的宣传机构转变为现代型企业的过程,寻找该报新闻生产所依附平台的市场特征。第二章分析社会转型期党报新闻生产的三重逻辑:宣传逻辑、新闻逻辑与市场逻辑,梳理三重逻辑的来源、基本理论及其对新闻生产实践产生的不同影响,并探讨三重逻辑之间的关系。第三章呈现《广州日报》的新闻宣传在市场背景下所发生的变化,分析三重逻辑尤其是市场逻辑在新闻宣传这一环节所发生的作用。第四章探讨《广州日报》转向市场化生存后在新闻理念、新闻生产机制与新闻产品设计方面所发生的变化。具体分析该报的“大新闻观”、编营互动机制与渐进式改版。第五章探讨《广州日报》在市场竞争中发展起来的四种主要报道方式——事件营销、高端出击、人情味新闻与民生服务。第六章探讨《广州日报》新闻生产的最后一个环节——新闻产品的后期加工方面所呈现出来的特征。包括信息的整合与梳理、信息产品的视觉包装、独具特色的导读与索引版的设置。第七章为讨论与结论部分,在前面所作的实证研究的基础上,进行归纳和总结,回应论文开头所提出的问题。在操作层面,总结《广州日报》的成功经验,为业界提供参照。在理论层面,立足于《广州日报》的市场创新,探讨市场与党报的关系,乃至市场与媒体的关系,勾画出中国式的市场新闻业的特殊模式。此外,还从人文历史传统、社会经济、企业个性等角度分析了《广州日报》的特殊性。更多还原

【Abstract】 Based on the typical case of Guangzhou Daily, this dissertation deals with a issue of general significance---Chinese party newspapers’ marketization. From both theoretical and practical perspectives, the dissertation addresses directly the issue by citing the example of the process of marketization of Guangzhou Daily since the 1980s. Using such methods as case study, fieldwork and in-depth interviews to gather firsthand materials, the dissertation incorporates market-driven journalism theories, carries out research in light of news reporting texts and the existing literature and draws conclusions step by step.From the practical perspective, the dissertation presents a main question: could the party newspapers’ marketization be possible? How would it be possible? Could the propaganda principles, market principles and journalism principles be in harmony? How could they be in harmony? From the theoretical perspective, the dissertation focuses on the logic behind the news production, especially the market logic. Using this case, the author attempts to show how the market logic restructured the news production of a city party newspaper during the transformation period of China. More specifically, what changes has the market logic brought to the journalists’ norms? What changes have taken place in the news-making mechanism, news reporting style, editing? Based on that, the dissertation would like to evaluate the social effects resulted from the changes and explore in further the relationship between party newspapers and market, and even the relationship between media and market.The Introduction presents the main problem, specifies the reasons for choosing Guangzhou Daily as a case study, and later on makes a literature review summarizing the research which has been conducted in this field, thus finding out the logic starting point. The last part of the Introduction is devoted to explaining the theoretical perspective, research orientation and research process of the dissertation.Chapter One describes the marketization approach of Guangzhou Daily in two aspects, namely, production and marketing, when displaying the twenty years evolving history of Guangzhou Daily.Chapter Two analyzes the three logics of the party newspaper news production during the transformation period: propaganda logic, journalism logic, and market logic, sorting out the origin, basic theories and the influence on news production practice, and the relationships among them.Chapter Three reflects Guangzhou Daily’s propaganda changes by the background of market, analyzing the role played by the three logic, especially the market logic.Chapter Four discusses Guangzhou Daily’s changes in journalistic norms, news production mechanism, and news products design, explaining in detail the "general news norm", interactive mechanism between editorial sector and managing sector, gradual newspaper reform.Chapter Five examines the creation of four reporting styles led by the market competition: event marketing, high-end orientation, human interest news, civil service.Chapter Six discusses the characteristics of the editing and post production, which is the last chain of Guangzhou Daily’s news production, including the compilation and sorting of information, the visual package of information products, and the news highlights &index.Chapter Seven is the concluding part. Based on the previous empirical research, the dissertation makes a conclusion, answering the questions proposed at the beginning. From the perspective of practice, Guangzhou Daily’s experiences could be learned as an example. From the theoretical perspective, Guangzhou Daily’s market-oriented renovations could be cited for the discussion of relationship between market and party papers and even the relationship between market and media, laying out a special model for Chinese market journalism. Besides, this part also analyzes the characteristics of Guangzhou Daily respectively from the angle of humanist history, social economics, and enterprise properties.更多还原