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Communication Interpretation of the "New Youth"

Author: ZuoYang
Tutor: XiaoBaiRong
School: Guangxi Normal University
Course: Contemporary Chinese Literature
Keywords: The "New Youth" enlightenment Mass Communication strategy businesspractice
CLC: I206.6
Type: Master's thesis
Year: 2012
Downloads: 198
Quote: 0
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Abstract


In the course of development of modern media and modern literature,"New Youth" shine. It is for the purpose of the Enlightenment and the spread of democracy. Meanwhile, under the guidance of Chen Du xiu and other essays, the "New Youth" to constantly adjust strategies and methods, the use of forces and means of modern media, have made outstanding contributions to the introduction of Western culture and to promote traditional culture with them blend and set off a frenzy of a kind of "revolution" in China in the twentieth century.Trying to detailed combing through the text data as a whole, the newspapers and the main body to study the occurrence of the motor causes and how to use the media to the spread of information and ideas, to develop what business policy, and made strategic adjustments, and then reached what the effect of, what the problem is worth learning and reflection.Depth research and academia, the existing research results through the text of the "New Youth" from the perspective of communication science into question, the use of origin, case analysis, comparison way to explore the analysis of a newspaper positioning, and summarize the comb columns set specific measures, and in accordance with the table shows the columns in the newspapers and operations occupy an important position. The last highlight the main essays in a leading role in policy adjustments, and the failure of "Xue Heng" counterattack to compare the advantages and disadvantages of the spread of the "New Youth", summed up the strategy and mode of operation of the successful operation of the "New Youth". Around the center issues, the overall framework is following:The first part study of modern media from three aspects of social and political, ideological and cultural, stylistic reform, described the founding of the "New Youth" background factors, analysis the environment of the modern media and the extent of media development. Attempting a comprehensive essence of the "new youth" has a close relationship with the development of modern media, especially the two aspects of the ideology and culture and stylistic reform, is the indispensable factors in its glorious history.And then the second part based on the text in the "New Youth". In-depth study of its guiding role of the main editor of the "New Youth" from the perspective of communication. So this part analyze the internal communication strategy of the "New Youth" from the point of view of the "gatekeeper" and the public opinion leaders. The main editor of the first stage is Chen Duxiu, he led the start-up period of the "New Youth", finding the accurate direction on the settings to newspapers positioning, audience default, grasp of talent and the part content of the publication. So that the "New Youth" based on "new" and "New Youth", set the main direction of the newspapers, make it the popular press to communicate the "new concept","new ideas". The talent accumulation in this period, mainly rely on the friends of Chen Du xiu.The early stages of "New Youth" led by Chen Du xiu,has laid a stable foundation, so to attract a large number of talents. With the "New Youth" stationed in Peking University, the newspapers pay more attention to the ideas, culture and literature itself. Break the "old" create "new", a more practical focus on the latter, so the newspapers also made adjustments accordingly on the columns and content. Especially in the reform of the language, a large number of advanced high-quality intellectuals as the main essays of the "New Youth", whom contributed to the wisdom and inspiration, presents a powerful and irreversible momentum. So this period of "New Youth", contains the most diverse ideological and cultural color.The third part is the external marketing strategy of the analysis of the development of "New Youth". Although the marketing strategy, but involved such as advertising, contestation,"two-man comic play" and other methods of competition, in the operation of the editors of the main essays, based on the "New Youth" newspaper’s own positioning and content developed. So to be able to make the "New Youth" has amazing results in the environment of poor living and highly competitive.The fourth part to compete with the "Xue Heng" magazine which is in contrast to his contemporaries most intensely and against the "New Youth" point of view the most intensely. Analyze the "New Youth" and "Xue Heng" of their own strengths and weaknesses from three aspects which is the positioning of the press, part content and operates. So that can make subsequent media to absorb the lessons learned.From the overall operating principle of the publications to the column content settings, from the positioning of the publication to the adjustment of the central figure of the "New Youth", are all laded by the editors, achieved good effect and results, but the "New Youth" at specific times to get attention, direction and policy will inevitably errors and wrong. Rational comparison the steady of the "Xue Heng", the extreme of the "New Youth" is the points to success, is also its biggest inadequate.

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CLC: > Literature > Chinese Literature > Literature Review and Research > Modern literature ( from 1919 to 1949 )
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