On The Research Of Zou Taofen's Periodical-editing Thought

Zou Taofen was a brilliant publisher in our contemporary history, whose periodical-editing thoughts were our valuable spiritual wealth. Over sixty years, Zou Taofen's theory researches, esp. his periodical-editing thoughts' study, have got great achievements. Because of the historical limitation, there are some problems. On the research of Zou Taofen's periodical-editing thought in the field of Communication, Editology and Sociology, can we have a comprehensive view of Zou Taofen's periodical-editing activities and seek the theoretical periodical-editing thoughts guiding our periodical-editing practice. This paper manages to discuss the consciousness of audience in Zhou Taofen's periodical-editing activities through his consciousness of mass and consciousness of serving people. As Zhou Taofen's periodical-running ideas comply with historical progress, it clarifies that only the mass medias undertaking the times' heavy responsibilities can really gain the audiences. Through his peculiar periodical-running model, it seeks the method of making today's obtainable periodicals not only in the social benefits but also in the economic benefits under the circumstances of the system of economic change. Through his successfully periodical management, it probes the realistic meaning of his cordial service and humanized management to today's periodical runner.When writing this paper, the author reads the relational periodicals and looking up the research achievement of Zou Taofen's, especially his press theory research achievements. The author investigated Zou Taofen Memorial Hall (Tao Fen's Former Residence), which is located on Nong 205, Chong Qing South Road, Shang Hai, and collected more related historical materials. Through multi-angle's analysis and comparison the author wants to discover and expound her new standpoints, by using the points of historical materialism and dialectical materialism.First of all, this paper introduces the concept of audience in Mass Communicationfrom Zou Taofen's periodical-editing research. Stretching the " reader service consciousness" to the research of the consciousness of audience, she finds that Zou Taofen had begun to follow the law of media work and had the consciousness of audience. At that time of before 1990s, most of our mass media runners had put audience in the subordinate status. This two kinds of idea can form a sharp contrast. This paper sets forth the aforementioned views through the following particular historical materials. Zou Taofen wrote an article OUR PERIODICAL AND MASS to illustrate the reader's scope and the periodical-running motive on 27, March, 1927, in LIFE, and defined the thought of running periodicals for the mass. It became an important content to provide advanced thoughts and culture to the mass. In 1930, Zou Taofen put forward the periodical-running principle working for the interests of the audience and the social transformation. Guiding by this principle, Zou Taofen gradually transformed the vocational education periodical into mass periodical. The periodical LIFE had a great social influence and cultivated a lot of audiences pursuing healthy and active life. "Reader's Mailbox" column fully reflected Zou Taofen's consciousness of audience. It didn't only provide a field for the readers to state their views, but also set up a bridge between editors and readers. At the same time, through "Reader's Mailbox" Zou Taofen made his investigations of the readers. These studies could be the earlier models of the audience investigation. By this way he grasped the media trend which formed this editorial thought that the audience be the main body of the media. Being an essential part of the today's media work, the media investigation research activities become more and more important on guiding the media to the audience .Second, this paper sets forth the periodical-running thoughts in Zou Taofen's different historical stages. It draws a conclusion that only the media can shoulder up the heavy tasks and develop with the times. The paper has...