Seven Years Itch-The Discourses Evolvement Of New Culture View New Version

Discourse has become a key concept of modern culture, sociaty and media study. As a special discourse format, the porpular media has acted an important role in influencing people and forming the society. Just like Van Dijk said, for most of the people, the news report has the most writing discourse. News text is the key in the popular public communication, which is not only the understant of the readers, but also the model of their perceive.With the innovation of China, the mordern cities has changed the Chinese sociaty, increase the space of communication, and create the new information and personnal discourse.All above has provided the possibilities for the city newspaper, or we could say the city newspaper has deeped into the city's daily life.As a epitome if Jilin City Newspaper, The rapid development of New Culture View brought a spark in Changchun. Within two years, New Culture View has changed from a daily circulation 5000 sets professtional newspaper to a comprehensive newspaper with millions of readers, which was a mirale in the history.From 1999 to 2006, within 7 years, with the hard work and explore, New Culture View has formed a new discourse style.Through analysising 24 typical discourse formats, compared two sample of the super-strucutre, style, rhetoric, the article concluded the three main trends of New Culture View in last 7 years. First, get deep in the humanism care and decline the government words; second, study the western experience and the theory; third, changed the parochialism words to the popular words. Behind the analysis, the article pointed out, the discourse evolvement is a persistent historic process. The discourse evolvement is benefits the medium return, and which pushed the social democratization couse too.