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党报的功能及其定位,决定了党报具有潜在的可读性,但变潜在可读性为市场优势却是一个艰难的过程。 按照通常的看法,社会新闻往往具有较强的可读性,都市类报纸具有较强的可读性。相比之下,党报的可读性较差,甚至认为党报根本就没有可读性。这是由于有些党报存在的政策宣传简单化、工作报道程式化、报道语言公文化等通病造成的,影响了受众的阅读兴趣,失去了部分读者。
The function of the party newspaper and its positioning determine the potential readability of the party newspaper, but changing the potential readability into a market advantage is a difficult process. As usual, social news tends to be more readable and urban newspapers are more readable. In contrast, the party newspaper is less readable and even thought the party newspaper was not readable at all. This is due to the simplification of policy propaganda existing in some party newspapers and newspapers, the stylization of work reports, and the common problems of reporting official documents of the language, which have affected audiences’ reading interest and lost some readers.