民族地区党报的发展理念与传播策略——大众传媒与民族地区社会发展研究之一

The Developing Idea and Disseminating Strategies of the CCP Newspapers in Minority Areas

在新的媒介生态中,民族地区的地方党报普遍面临着社会影响力下降、媒介竞争力减弱等问题,这种现象既折射出大多数党报的共同困惑,也体现了民族地区传媒发展的具体困境。如何实现从权威报纸向主流媒体的转型,是民族地区党报继续发挥社会舆论主导作用的首要问题。

In the new media ecology, the local CCP newspapers in the minority areas are generally faced with the problems of decreasing social influence and weakening competitiveness. This phenomenon both reflects the perplexity of the majority of CCP newspapers and the specific perplexity in the minority media. How to realize its transformation from the authoritative media to dominant media becomes the first and foremost issue whether CCP newspapers will continue to exert their dominant role or not.