| "Eastern Miscellany", organized by the Commercial Press, was the longest comprehensive publication before the founding of the People's Republic of China. It experienced the China's early modernization to get rid of the old and take in the new. That was the time full of turbulence and difficulties and the dangerous phenomenon occurred one after another once in a while. The magazine also witnessed and impelled the Chinese news media specialization and modernization. During that crucial and complicated period,"Eastern Miscellany"has fully manifested its responsible dissemination as news media regarding to reflect the domestic and foreign situation and trend. Many intellectuals and the general public were affected and encouraged by it at that time, and its influence was profound even today.The objective and policy of the "Eastern Miscellany" was its foundation of practicing. At first, it aimed at "leading the national, contacting East Asia". Then it changed to be the "consultant of public opinion" and the public platform, which were gradually mature. Along with the time and the changed society, it decided not only to "analysis and instruct reality" but also inherit and development culture.In content, the"Eastern Miscellany"primarily focused on domestic and foreign important matters then, and attended to communicate in a reasonable and systematic way. It also took great attention on research and construction. In addition,"Eastern Miscellany"always presented tolerantly, objectively, richly, and brightly, with special performances in various times. "Eastern Miscellany" edited the publication with thought of "the careful liberalism to include all kinds together". Simultaneously, the"Eastern Miscellany"took great and outstanding efforts on communicating the advanced culture, accumulating history material and constructing journalism.The essential feature of the"Eastern Miscellany"may summarize as: cute and tolerant - maintained close attention on the new situation and problems, opened its platform positively; rational and objective– performed soberly in front of the social tide, did not follow blindly but took the facts as the basis; responsible and strong - took interest in the nation and the people, persisted courageously and boldly in the attack and other difficult situation; innovative and progressive - weeded through the old to bring forth the new at the right moment. And as it had the Commercial Press's background, intellectuality was also the important character of"Eastern Miscellany"in pursuing its career.In the process of managing the publication, the"Eastern Miscellany"displayed many outstanding communicating characteristics, named as documenting and communicating in following ways: profoundly understand the characteristic of the time and society, diligently grasp the real and fresh material, objectively and rationally report and comment with high responsibility, attract and encourage the authors and readers to participate in the communication course, dares to take new measures weeding through the old to bring forth the new at the critical moment, making every effort to optimize the communication effect. And all of these connotations are valuable for the news media in China nowadays, which are now experiencing and suffering the social reforming. What we can learn from the"Eastern Miscellany"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. |
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