Text Record Of The Social Change

New Weekly started publication in August 18,1996, which is the most representative of Chinese periodicals and magazines influence of public opinion. Founded more than ten years, New Weekly has always maintained a high degree of sensitivity to social trends, and insisted the sharp style of ruthless deconstruction, even create a variety of new media models. Especially the deep-laid cover stories of New Weekly, which has gat more attention and a wide range of discussion, and it also been seen as the "topic birthplace" to cause the most concern in the community. Based on the statistical analysis of the cover stories from 2000 to 2010 (total 262), we can easily come to a more comprehensive overview of the main feature and manifestation mode of New Weekly in the new century from different angles and indicators.A major innovation of this paper is to research the cover story of weekly magazine by introducing the concept of frame theory, so it can make a comprehensive analysis of the visual design and text of New Weekly in a systematical way. Through the frame theory concept, we can summarize and analyse the similarities and differences of the weekly magazine of the same kind. In addition, this study linked the cover stories of New Weekly and Chinese social change, through the analysis of the cover story, explained the relationship between weekly magazine and the social changes.