Brand Of The Time

As one of the most important "frontier" ideological and cultural magazine at the end of 70's in contemporary China,Du Shu has experienced ideological culture changes caused by Chinese social transformation since China's reform and opening-up and witnessed the specialization and modernization of the China's news media.In its 28 years' history,the changing times deeply branded in it's footsteps in the development of the magazine.Through clarifying and making clear the magazine's social and cultural context which changed in different times,the paper aims to research the concept and editorial style of the magazine.Here are the core thesis:in the gradual changing concepts of the magazine,the changing of the time is its premise,whether it is from the "three withouts" to the "intervening the reality",from "the humanity intellectual's leisure reading material" to "constructing critical intellectual's discussion space", from "cultural enlightenment" to "realistic concern" etc.In the culture transmission process, focusing on combining consensus with the objective of publication,this magazine has always maintained with the concerning of books and people,literature and the arts,history and life.In the editorial activities,the magazine is the reader-oriented,inclusive,and pays attention to ideological and cultural enlightenment and to building the intellectuals "public space".What we can learn from the Du Shu mainly displays in the role cognition and the methods of communicating:the news media should be responsible to the time,to the society,and to the general public with specialized quality and standard diligently.These two aspects also can help the news media to a prosperous future towards influential,credible and sustainable development in the end.