Since 1992, the commercialization of Communist China's news media has been gaining momentum. As party newspapers race for institutional reforms, Guangzhou Daily has become the most obvious pathfinder. This paper, applying an institutional change approach, explores Guangzhou Daily’s management, editorial, and ownership reform, and points out that through the commercialization process, Guangzhou Daily has been transformed successfully from a ”party mouthpiece” to a ”party-run media incorporation.” This paper concludes that the Guangzhou Daily may become a role model for other party media. Yet, although the function of party mouthpiece may wither and the trend of media commercialization may firmly set, the very nature of party press is still present in media that shoulders the obligation of party-state propaganda and is firmly controled by the communist party.
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