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在当代中国报业体制转型期,媒体逐步从“意识形态媒介”向“产业经营的媒介”过渡,实现“政治家办报,市场化动作”。在这一进程中,媒体的运作方式不断创新,党报坚持其政治责任的同时,注重对于市场主体受众的正面舆论引导。在建国初期报业市场化初步尝试阶段,党报的重要任务是联系群众、指导读者;在社会主义市场经济建立时期,研究读者、适应受众成为党报工作的重要方面;在新世纪,党报在维系原有主体受众的同时,还需要不断开发新的受众群体,占领舆论制高点;同时,不断提高党报自身的质量,成为新时代的主流媒体。
In the period of the transformation of the newspaper system in contemporary China, the media gradually transitioned from “the media of ideology ” to “the medium of industrial management ”, achieving “politicians running newspaper and marketization ”. In this process, the mode of operation of the media is constantly innovated. While the party newspaper upholds its political responsibilities, it pays attention to directing public opinion toward the market audience. In the early stage of the founding of newspaper industry marketization, the important task of the party newspaper was to contact the masses and guide the readers. In the period of the establishment of the socialist market economy, studying readers and adapting to the audience became an important aspect of the work of the party newspaper. In the new century, While having the main audience, we also need to constantly develop new audiences and occupy the high ground of public opinion. Meanwhile, we must continuously improve the quality of our party newspapers and become the mainstream media in the new era.