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步入21世纪,随着科技的进步,互联网、手机通讯等新兴媒介迅猛发展,媒体业态空前丰富,媒体之间的竞争也日趋白热化加剧。对于党报来说,即便只是在纸质媒体之中,也有晚报、都市报及休闲类报纸与其竞争,生存压力巨大。尤其值得一提的是,党报还普遍存在新闻服务性和实用性不足的“软肋”。党报若要在激烈的市场竞争中生存与发展,唯有扬长避短、锐意进取,通过由“形”到“神”的变革与创新,长久地抓住读者眼球与心灵,坚守并逐步扩大自己的读者群,才能保持长久而旺盛的生命力。
In the 21st century, with the advancement of science and technology, the emerging media such as the Internet and mobile communications have developed rapidly, the format of the media has been unprecedentedly enriched, and the competition among media has also intensified. For the party newspaper, even in the paper media alone, there are also evening newspapers, metropolitan newspapers and casual newspapers competing with them and living under enormous pressure. In particular, it is worth mentioning that the “soft underbelly” of the news service and practicality is still widespread in the party newspapers. The Party’s newspaper should survive and develop in the fierce market competition. Only by avoiding weaknesses and forging ahead, the Party’s newspaper should persistently and gradually grasp the readers’ eyes and soul through the transformation and innovation from “form ” to “God ” Expand their own readership, in order to maintain long-standing and strong vitality.