从都市报勃兴看我国报界传播观念的变革

On the Transformation of the Conception of Newspaper Communication——A Perspective of the Rise of Urban Newspaper

20世纪90年代中期兴起的都市报在填补大众化报纸不足或空白的同时,对我国报界产生了深刻的影响,带来了传播观念的巨大变革——在传播功能定位上,由单一的政治、教化功能向多元的信息传播和服务功能转变,实现了报纸本质属性的回归;在传播主体和模式上,由传者中心向受众中心、由单向传播模式向双向互动传播模式转变;在舆论导向方式上,由硬性"指导"向软性"引导"转变。

While filling in the vacuum of mass newspaper,the rise of urban newspaper in mid 1990s results in a profound influence to China’s newspaper by bringing a significant changes in the idea of communication.In its function of communication,newspaper is transformed from its single function of politics and cultivation to plural information communication and service,which realize the return of newspaper to its basic traits.In the subject and mecha- nism of communication,newspaper is transformed from communicator-centered to audience- centered,and from one-way communication model to dual and interactive model.In the opinion orientation direction,it is transformed from a hard direction model to a soft model of instruction.