A Study On The Spread Of "Oriental Culture Weekly" To Jiangnan Culture

With the history of thousands of years, Chinese culture, which is known as broad and profound, has given birth to multiple culture categories, such as Jiangnan Culture, Qi & Lu Culture and Hakka Culture. Jiangnan Culture gradually forms along with the life of local people on the land where many scholars miss very much. How to spread and expand Jiangnan Culture is a question worth being considered.Nowadays, with the development of science and technology, new media grows fast. However, the paper media, which used to be the first media, suffers a great loss in sales and cognition degree. Resuming publication in 2000, Orient Culture Week successfully position itself and mainly focuses on unscrambling and spreading Jiangnan Culture. It tries hard to be the explainer of local culture and the link of old and new culture. Under the guidance of the concept of publication, Orient Culture Week not only finds the sally port of market, but also made great contributions to the spread of Jiangnan Culture. This paper choose Orient Culture Week published in the whole year of 2014 as sample, analyses how the Orient Culture Week spreading Jiangnan Culture from two degrees of contents and forms. In regard to content, The second chapter analyzes the communication of the Jiangnan culture, this paper divided the Jiangnan culture into three dimensions, the people, the matters, the substance, with the knowledge of the Jiangnan culture, the paper summarizes Orient Culture Week how to communicate the culture. It sets up special columns such as Jiangnan Famous Cultural Lineage and Jiangnan Cultural Tradition to give a detailed and vivid explanation of famous cultural lineage, local conditions and customs and life styles. In regard to form, the third chapter has divided to three parts, exploring the photos, the colors, and the whole composing. The whole magazine highlights the spread of Jiangnan Culture in editing skills like composing, color picking and picture-word matching, which gives a feeling of warm spring breeze in March.This paper tries to give some practicable suggestions in two ways of content strategy and operation strategy, in order to explore a way of combining the culture meaning, economic meaning and social meaning of spreading Jiangnan Culture. What’s more, this paper tries to find a new way of spreading compound-type culture, which provides a reference to better development of Orient Culture Week, and make contributions to the spread and expand local culture.