A Research On The Academic Thoughts Of Newspaper Management During The Period Of The Republic Of China

The newspaper industry of China had been entered the sales period, such as the commercial management activities of foreigners’ newspapers in China, the management practice of the domestic private newspaper enterprise and the comprehensive commercial company operation practice of newspaper management of The Kuomintang party system, since the founding of the Republic of China. In the promotion of the newspaper "business", the researchers of the press had been initiative to deep cared and researched the domestic newspaper management practice based on introducing the theory and experience of Western newspaper industry management, and achieved a series of academic achievement, also gradually formed the systematic, comprehensive academic ideology on newspaper management. But the domestic media management and media economics has not been paid more and more attention the academic achievements and academic thinking of newspaper management during the period of Republic of China because newspaper management once considered as a "forbidden area" in China, and the related literature scattered and losing.Base on the ideological and academic newspaper management during the period of Republic of China as the basic clue, this paper will discuss the historical conditions, the theory origin and the development path of the academic thoughts on newspaper management during the period of the Republic of China macroscopically, and microcosmically research on the academic activities of the academic community of newspaper management during the period of the Republic of China, and then focuses on the content system of ideological and academic newspaper management during the period of Republic of china. This paper has a total of seven chapters, and the specific content of each chapter is as follows.The1st chapter will analyze macroscopically the academic thoughts on newspaper management during the period of the Republic of China. This dissertation thinks the historical conditions and background of the academic thoughts on newspaper management in the period of Republic of China is that the continuing diversification newspaper market system and the practice of mainstream newspaper long-term business, and its theoretical origin can be traced back to the theory and experience on Western newspaper management which be introduced in the late Qing Dynasty and the experience that summarized from the newspaper management in China, at the same time, it was systematically summarized by the monograph and teaching material on newspaper management in1912-1937,and gradually formed a system of thought, and has been developing and improving during the next war continued, and then encountered exclusion and large-scale comprehensive critique and also fractured with the Changes in domestic media system in the early years of the Chinese People’ Republic.The2nd chapter tells us that the management thoughts on the issue of newspaper during the period of Republic of China. This dissertation thinks the concept of the issue looks as the base of newspaper management had been come into being with the overall business of newspaper, and in order to tamp the common newspaper concept and create conditions for the business and competition of newspaper industry, the thoughts of the "long","wide","thick" trilogy on the issue of newspaper had been becoming increasingly popular. The newspaper company of China also had to established the independent distribution network of themselves, and taken the promotion and popularization of diversification, carried out the daily monitoring to the issue of newspaper and implemented the audit system of circulations in order to realize the goals and requirements of this trilogy.The3rd chapter tells us that the management ideology on the advertising of newspaper during the period of Republic of China. This paper thinks the concept of "advertising oriented" as the universal recognition not only need the specific strategies, such as the specialized design and production of advertising, personalized marketing advertising, the development of new classified ads, Scientific and reasonable advertising pricing, and so on, but also need the advertisement morals and advertising legal system and other specific vocation standard.The4tbchapter tells us that the management thoughts on the human resources of newspaper company during the period of Republic of China. This dissertation thinks there was generally lack of news talents in the period of the Republic of China, and the concept of "the newspapers like the human body, the talent is soul" gradually formed, and the outstanding performance of newpaper company would rely on the news talents,and it was especially emphasized that who was the professional journalists and respected journalism as the major, and the journalism scholars strongly advocated to replace the "acquaintance recommend" tradition of talent introduction by the open recruited selection for the development of newspaper industry, and in order to realize the management objectives of "Culture the mediocrity and reward the advanced, and everyone would be a talent", the newspaper company had to give the talents that owned the education and training, the reasonable compensation, the basic welfare and the bonus.The5th chapter tells us that the management thoughts on the financial affairs of newspaper company during the period of Republic of China. This paper thinks the concept of "new accounting"had been come into being in chinese newspaper.In order to establish the "new accounting "system of Chinese newspaper, and do their best to establish the "new accounting" principle of risk control and mutual restraint through the budget, final accounts, reports, statements, and other specific practice, and especially more accounting project and fiscal system of the scientific management of modern enterprise was introduced into China too, such as the cost accounting, valuation of goodwill, depreciation of assets, and so on.The6th chapter is going to research on the academic group of newspaper management during the period of the Republic of China. This dissertation thinks the main members of its including the scholar or professor of newspaper management, the scholar professor of journalism theory and newspaper managements or relevant government officials. The channel of internal communication and exchanges between members mainly relying on reading and citation on the works and teaching material on newspaper management each other, and the channel of the academic group of journalism, such as journalism academic journals, society of journalism, and so on,and the common academic research "paradigm"of Thomas S.Kuhn or common academic tradition of its is the newspaper "enterprise paradigm".The7th chapter is the Summary of research on the academic thoughts on newspaper management during the period of the Republic of China. This paper thinks the academic ideology on newspaper management during the period of the Republic of China has its historical contribution and shortcoming. For the construction and development of Chinese media management and media economics, and for the actual demand of the development of cultural industry and media industry of China, we should inherit and develop the ideas of newspaper management in the period of Republic of China.