Metro Theory and development prospects in the country
|Keywords||Metro newspaper theory of Audience Commodity the analysis of SOWT prospect analysis|
In 1995, the Metro International came into the world in Sweden as a new form of newspaper. It took a ray of hope for traditional newspaper, which underwent dual pressure from booming internet media and financial crisis. However, it is thought that the development of the Metro newspaper would divide current market and accelerate the extinction of traditional newspaper, while attract attention from young readers group and create new domain. As above, the prospects of the Metro newspaper need to be researched by us.As the most outstanding innovation, has been taken in the past 400 years of global newspaper industry development, the free concept of the Metro newspaper is not suddenly established with inspiration, but with mature consideration. Why the free concept is taken? And even taken towards market in the middle of 1990s? That needs us to discuss. Firstly, the writer intends to analyze the communication theory which supports and realizes the phenomena of the Metro newspaper and concludes that the free of generation and publishing of the Metro newspaper is based on the theory of Audience Commodity established by Smythe. Secondly, London, the capital of global newspaper industry, as an example, the writer illustrates the social situation of London, where the Metro newspaper generated, and systematizes it in terms of Political Economy of Communication so as to let readers get the mainline of generation and development of the Metro newspaper in the world, and even deeply understand the generation and development of communication phenomena of the Metro newspaper. Thirdly, the writer analyzes the advantages, disadvantages, opportunities and challenges of the Metro newspaper, competed with other forms of media by the analysis of SOWT. As analyzed, the writer considers that the Metro newspaper can extend the life of traditional newspaper and rebuild the habit of reading paper media for young people in internet era, enlarge the audience group for newspaper and extend its life. At last, the writer concludes issues on contents compilation and marketing of Metro newspaper on the consideration of the opportunity brought by the climax of urban communication system construction in the rapid progress of community economy in China in order to support some references for the development of Metro newspaper in China.