Focus Spread From The Perspective Of Life Week "

This paper choose Life Weekly, the representative of news weekly as the case study to research on its communication features from three aspects of audience, media and market, based on the theoretical angle of demassification. It also analyzes the weaknesses in the communication process.The paper is divided into six chapters. In Chapter One, it summarizes the entire situation of the news weekly in the age of demassification, as well as the reasons why Life Weekly is chose as the case in this study. It provides the background and entire reference for the paper. In Chapter Two, it illustrates the theory of demassification, the theoretical angle of this paper, including its concept, characteristics and theoretical applications, which establish the necessary theoretical foundation for the paper. The following three chapters, from Chapter Three to Chapter Five, as the main body of the paper, analyze Life Weekly's communication features from three aspects of audience, media and market. Chapter Three, Audience, introduces the Middle Class, the target audience of Life Weekly, about their rise, status and characteristics, as well as the relationship between Life Weekly and the Middle Class. Chapter Four, Media, analyzes three aspects of magazine design, subjects planning and narration style of Life Weekly positioning at the Middle Class. Chapter Five, Market, researches on the marketing of Life Weekly from two aspects of advertisement and circulation. Chapter Six, the final chapter, analyses the weaknesses in the communication process from two aspects of communication objects and communication contents.