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长期以来,民族类报纸积累了民族宣传报道领域丰富的资源,占据了理论前沿,引导着民族宗教领域舆论方向。民族类报纸具有的特殊社会职能,决定其在该领域的不可替代性。在市场化冲击环境下,民族类报纸的发展面临越来越多的挑战,正是这种对公共资源的争夺推动着纸媒的转型。在这样的背景下,民族类报纸需要通过不断探索市场化道路,另辟蹊径。本文通过例举中国民族报与河北武安市联合举办划骑跑铁人三项挑战赛,浅述了民族类报纸与地方政府合作品牌活动的市场化道路探索,有一定的借鉴作用。
For a long time, ethnic newspapers have accumulated rich resources in the field of ethnic propaganda and reporting, occupying the frontier of theory and guiding the direction of public opinion in the ethnic and religious fields. Ethnic newspapers have special social functions that determine their irreplaceability in this field. Under the environment of market-oriented impact, the development of ethnic newspapers faces more and more challenges. It is precisely this competition for public resources that drives the transformation of paper media. In this context, ethnic newspapers need to find another way through continuous exploration of the marketization path. This paper tries to illustrate the marketization of national brand newspapers and local government cooperation brand activities by giving some examples such as China Nationalities Newspaper and Wu’an City in Hebei Province.