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Russian newspaper reform and development and audience analysis
The victory of the October Revolution in the Soviet Union overthrew the rule of the Russian bourgeoisie and established the first socialist country in the world. And created a huge socialist press and publication system. By 1986, there were more than 8,111 newspapers in the Soviet Union. Among them, there are 713 kinds of daily newspapers with a circulation of more than 111 million < P >, ranking among the top in the world. With the disintegration of the Soviet Union in 1991, the press and publication system of the former Soviet Union collapsed rapidly. Russian news media began to be managed by the Ministry of Press and Publication. Due to the changes in Russian political system and social system, a new press and publication system has gradually taken shape. Russia's democratic and free press and publication concept has been very popular among the public. From the disintegration of the Soviet Union to today, although the news publishing industry has experienced many bumpy roads, it still draws lessons from the collision and continues to develop.
Newspaper reform under the new political system
In February, 1991, the Russian Federation passed the Law on Mass Media. This law brings "democracy" and "freedom" to the Russian newspaper industry, and broadens the activities of the newspaper industry. But the so-called "free" publishing does not mean that newspapers and media can express their opinions completely freely and without any worries. Because newspapers and periodicals want to survive, they must be supported by a strong financial and economic foundation. In the Soviet era, the party newspaper and organ newspaper relied on the financial allocation of the Central Committee of the Soviet Union. After the disintegration of the Soviet Union, newspapers and periodicals no longer enjoyed funding, and they had to be responsible for their own profits and losses. As a result, party newspapers and organ newspapers have been changed into private independent newspapers to seek economic support from the society. They are struggling to raise funds by themselves, and their business is bleak; Other professional newspapers and periodicals are struggling in the market economy. Financial problems have become the biggest obstacle to the free development of Russian news publishing industry.
The economic difficulties encountered by the news publishing industry began to form during the Soviet period. During the Soviet period, although there were great profits from publishing newspapers and periodicals, their profits flowed into party organizations, youth leagues, trade unions and other social organizations, and finally remitted to the state finance department. The Soviet government did not invest in developing the economic infrastructure of mass media. Economic problems have been delayed and have never been completely solved. At present, Russian news publishing industry is in a state of lack of information capital and no financial guarantee. At present, Russian economic development faces many difficulties, which naturally affects the mass media industry. Due to the lack of investment, the high price of paper and printing, and the slow development of advertising market, it is difficult for the newspaper industry to make profits. However, these are only objective factors. The existing subjective problem is that many newspapers blindly expand their newspaper pages in order to have more readers, while their quality standards decline. There are many empty and superficial news in the publication. They hope that the news published in the journal can arouse strong reaction among readers, but these news are often untrue. In a word, the test of the free development of Russian news publishing industry is not only economic issues, but also news ethical standards.
The books and periodicals inspection agency has been cancelled, and publications can be published freely. This puts a severe test on the ethics of journalism. Many journalists can't strictly abide by professional ethics, which often leads to inaccurate reports. These reports make readers lose their trust in the publication. Readers' disappointment with publications deepened the crisis of newspaper industry. Losing the trust of readers means reducing the circulation of newspapers. This problem appeared in the first year of Russian democratic development.
What deserves our attention is that while the circulation of newspapers has decreased, the types of newspapers have obviously increased. There has been a unique "quantity explosion" in the development of Russian newspaper industry. In the late 1981s, there were only a few hundred newspapers and periodicals in the Soviet Union. In the early 1991s, more than 8,111 kinds of publications were published in the whole Soviet Union. Among them, there are more than 4,863 newspapers and more than 3,353 magazines. Today, more than 27,111 publications are distributed in Russia (excluding CIS countries). The central newspapers and periodicals in the Soviet era have basically been preserved. However, great changes have taken place in terms of content, form and management methods.
Pravda, the central organ of the Soviet Union, cooperated with a Greek company (Steelite Holdings Ltd) after the disintegration of the Soviet Union and established Pravda International Limited. The Greek company owns 55% of the shares, and the newspaper only holds 45% of the shares, so Pravda survived. However, the newspaper and the Greek company soon had conflicts, and the newspaper was divided into two. Published by Pravda Co., Ltd. is still called Pravda. It is a newspaper of Russia's * * * production party and left-wing forces, supported by some large Russian commercial and enterprise institutions. The newspaper published by Pravda International AG is called Pravda -5. Pravda -5' s political inclination to freedom is still supported by foreign financial capital.
After the disintegration of the Soviet Union, the original organ newspaper Izvestia of the Supreme Soviet received financial support from Lukoyle, Russia's largest oil company. The company bought a 41% stake in Izvestia. It is the largest shareholder of Izvestia. With the financial support of Lukyier Company, the publication of Izvestia has been relatively stable. The influence in the audience is also relatively large.
* * * Youth League Pravda, the central organ newspaper of the Youth League in the Soviet era. It has changed greatly in content, format and style. The only thing that remains unchanged is the name of the newspaper.
Moscow Youth League newspaper is the most popular metropolis newspaper in Moscow at present. Its predecessor was the organ newspaper of Moscow Communist Youth League Committee.
after the disintegration of the Soviet union, a large number of new publications emerged. Newspapers that have great influence on modern Russian audiences include Independent, Today and Kommersant. Magazines include Summary and so on. The Independent and Today mainly analyze and comment on current affairs, politics and economy. Kommersant is a commercial newspaper, which is deeply loved and recognized by people in business and financial circles.
The development process of Russian newspaper industry
In the case of uneven development of Russian society and economy as a whole, the development of Russian newspaper industry can be roughly divided into several stages.
from 1989 to 1991, the news publishing industry began to break away from the old traditional forms. Before this, the publication was once a tool to serve the Soviet * * * production party. After the disintegration of the Soviet Union, the press and publishing industry was free from external pressure. This indicates that a new form of journalism has been formed. During this period, publications became a tool for comments by bureaucrats and administrative departments. The press and publishing industry has some freedom, but the national political parties have maintained the leading role. On June 2, 1991, new legislation on journalism was passed. The Soviet productive party has no right to interfere with the free publication of journalism. The press and publishing industry broke free from state institutions and gained independence.
from 1991 to 1993, the Russian press and publishing industry experienced a golden age of freedom. During the Soviet period, the newspaper industry was under vertical management. Under this vertical management mode, newspapers and periodicals are generally divided into several levels-central; Joining the Republic of China; Frontier region, state, autonomous region and China; General cities and regions; Industrial and mining, schools, farms and other enterprises and institutions. Newspapers and periodicals at all levels are under the unified leadership of the Central Committee of the Soviet Union, and accept the management and supervision of party committees (or enterprises and institutions led by the party) at all levels. All-Soviet news agency-Tass news agency provides news for these newspapers, and major central newspapers are transmitted to cities all over the country by fax. Now this pyramid structure doesn't exist. Every newspaper puts its own interests first, and they don't have to obey any outside orders. The main problem in the development of newspaper industry is the need for new investment. After Russian economic monopoly, the price of paper is too high, and the printing cost is relatively increased. It is difficult for the newspaper to make a profit. There are even newspapers that simply don't make profits. The state has tried to grant subsidies to newspapers and printing industries as aid. But this is not enough. In order to survive in the competition, many newspapers have to advertise a lot and strive for foreign capital investment. In February, 1993, the Russian Federation Congress revised the Law on Mass Media to make news communication more democratic and free. And embarked on the road of commercialization.
in p>1995-1996, on the eve of the Russian presidential election, the oligarchs of the news industry United to support the presidential candidate Yeltsin. So that Russia once again has a privileged form of press and publication. It used to be controlled by the Soviet regime, but now it is controlled by big consortia. However, the United front did not last long, private ownership destroyed the United front of journalism, and the monopolists of the press had to start an information war. Such a political war has been going on.
In p>1998-1999, the new presidential election intensified the war among news monopolists to some extent. From the end of the presidential election in 2111 until now, as the development of journalism tends to be more and more commercialized and politicized, the reputation of publications in the hearts of Russian people has declined again. President Putin put forward the requirement of strengthening the national news communication cause. In order to strengthen the state's supervision and management of the news and communication industry, departments have been set up to manage publications, radio and television, and mass communication. And established a news agency-"National RU" which represents official views and opinions on the Internet. At present, newspapers and periodicals distributed in Russia are not only controlled by the state, but also part of them are public opinion tools of political parties.
The main newspapers published in Russia are: Pravda with a circulation of 1.9 million; 611,111 copies of The News; 56,111 copies of Today's Newspaper; 57,111 copies of The Independent; 1.58 million copies of Labor; 531,111 copies of Russian newspaper; 1.66 million copies of * * * Youth Pravda; 261,111 copies of Literary Newspaper.
audience analysis of Russian newspaper industry
After the disintegration of the Soviet Union, Russian newspaper industry has experienced ups and downs, and it has come to this day step by step. Driven by the market economy, Russian newspaper industry has gradually moved towards a commercial development model. Analyzing and studying the newspaper market and audience has also become a compulsory course for modern newspaper industry.
Russia, with a territory of 11 million square kilometers, is a sparsely populated country with a low average population density. The population is about 148.5 million. We can divide Russians into five generations by age. 1) The generation of democratic revolution (born in 1911-1923). They experienced the October Revolution in 1917 and the Great Patriotic War. This generation is the builder of the early Soviet Union. They have a strong sense of responsibility and self-sacrifice for the country. 2) The silent generation (born in 1923-1943). They experienced World War II, which brought great losses to the Soviet Union's economy. Most of this generation are law-abiding and silently endure the lack of materials. 3) Positive generation (born in 1943-1963). They are positive, decisive and enterprising. It has made great contributions to the post-war recovery construction of the Soviet Union. A typical example is astronaut Yuri Gagarin. 4) The generation born in 1963-1983. They experienced the cold war between the Soviet Union and the United States and the replacement of a new generation of leaders by the Soviet government. 5) The generation born after 1983. This generation was born in the Soviet period and experienced the decline and disintegration of the Soviet Union. They are facing the new social system in Russia today. At present, the newspaper audience is mainly concentrated in the third, fourth and fifth generations. Let's analyze these audiences one by one.
After the great changes in the social system, the ideas and behaviors of Russian newspaper audiences have also changed considerably. The primary factors affecting the audience's behavior can be said to be cultural factors and age differences.
the Russian people are highly educated. The Soviet Union basically popularized seven-year compulsory education as early as 1952. In the early 1971s, eight-year compulsory education was popularized. From 1981s to now, Russia has been trying to popularize compulsory education for citizens. Up to now, 11-year compulsory education has basically been popularized.
Because of the great age difference of the audience, there are also great differences in newspaper consumption behavior. The generation born in 1943-1963 is relatively conservative. They lived under the socialist system of the former Soviet Union for a long time and experienced great social changes from the Soviet Union to Russia. They don't accept the changes in the country's political system. Facing the rapidly changing society, they express doubts and dissatisfaction with the new social system. This kind of audience has the habit of reading newspapers, but they are not very interested in the reports of modern newspapers, especially the various social news, all kinds of anecdotes and gossip. What they can accept is news reports with a tendency of national patriotism. Russians born in 1963-1983 are more open. They all received socialist basic education in the Soviet Union from primary school to middle school. After the disintegration of the Soviet Union, it received westernized and capitalist higher education. This generation is an active audience of newspapers and periodicals. They are interested in newspapers and magazines on politics, economy, diplomacy, current affairs news and comments. And often subscribe to industry publications related to their majors. They generally yearn for the western way of life and pursue perfection. I hope to get the information I am interested in from the media reports. Russians born after 1983 are a generation of young news audiences. Generally speaking, this kind of audience has strong ability to accept new things, and has thought and action. They are aggressive and especially like to receive a lot of news and information. However, a small number of people in this audience like to talk about ostentation and extravagance and blindly pursue a luxurious lifestyle. They are not sensitive to political, economic and international news and comments, but interested in the life news of celebrities, entertainers and sports stars. This kind of audience often buys expensive magazines about the life of stars and then imitates them.
Facing newspaper audiences of different ages, occupations, economic conditions and lifestyles, with the increasingly fierce competition in the Russian newspaper market, modern Russian newspapers pay more and more attention to the investigation and analysis of the audience. And carry out reform and innovation according to the survey results.
Today's Russian newspaper industry is facing many new topics and challenges under the market economy system. Newspapers and periodicals must focus on the interests of the audience and face the masses fairly. Attract the audience with diversified means of expression. Give full play to the propaganda role of the media