| Late Qing dynasty, A relatively complete cultural market has formed in Shanghai. Novels of the late Qing dynasty, which is at the transitional stage, have sprung up to thrive. On the whole, each press played an important role in promoting the presence of novel prosperity. With the Shanghai easing public opinion environment, the modifications of printing equipment after western learning spreading to the East, active participation of many novelists, the expansion of the readership, and more novel are endowed with the mission of "enlightenment people", Various factors to support each other, indicates that the development time of novels of the Late qing is mature. Especially in order to Liang Qichao’s "fictional revolution" for the node, presses, newspapers and magazines published novels are countless. They drive the novel have a qualitative leap in quantity in the increasingly fierce market competition. The times press arises at the historic moment in such a society and culture background as a cultural enterprises. Its produce has the rare cultural significance and characteristic of the time. Under the guidance of cultural celebrities, established the purpose of the enterprise, that dare to innovate, and publish a large number of novels. This article separate into four sections mainly around the thinking of the times press how to spread of the novels, respectively expound the times press as a general communicators how to turn around its newspapers and magazines, publishing company merged into together, formed a group of novel spread pattern with the form of reciprocal Gong Li.The newspapers, magazines and publishing press under the Times press, plays a different role in the novel chain of transmission. The Times opened up novel column, published a large number of novel advertising.The novel times take part in the spreading in the form of professional fiction magazine. The Times of women published novels in the form of the comprehensive journals. The Times press and Youzheng press published a large number of single novels. The transmission system of group nature, spread throughout the novel’s each link in the most advantageous way, The factors work together, forming a systematic whole. The first chapter discusses the Times press as an era characteristic of folk publications, keep up with the political, economic and cultural background of the Times, with the help of some specific factors such as material technology, ideology, geographical advantage of concession, and the update of novel ideas, is good for the development of novel, How practice the modernization in the field of fiction, become a publishing upstart in terms of novels publishing closer to the time in the environment of private publishers in succession. The second chapter has combed the Times press link up with the presses and novels, novels and newspapers and magazines in the form of writer group from the perspective of fiction writers and collectivization publishing pattern, meanwhile newspapers, magazines and publishing presses how to work together in the collectivization of spread to the overall logical analysis. The third chapter researched marketing strategies that novel under the marketization of commercial, focusing on the novel advertisement, he promotion, pictures etc from the newspaper to explore its effect in promoting to the spread of the novel. The fourth chapter has discussed the interaction between the Times press and readership. Readership levels of knowledge and reading psychological is adjust to the newspaper different interactive mode. In the appendix, the author mainly take the list of statistics for the length of the novel that the newspaper and magazine, novel singles and advertisements of the Times press published.Hoping that through this four chaptersˊdiscussing, for the Times press compare the comprehensive combing and exposition in te aspect of novel transmission of the late qing dynasty. More clearly outline the collectivization dynamic picture of the presses on the novel transmission... |
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