Review Of Hong Kong With A Chinese Journal Is Well Consistent Jane "

The Chinese Serial is the first periodical in Hong Kong. It was established by Robert Morrison and printed by The Anglo-Chinese College. The first editor is W.H.Medhurst.He transferred the charge to the Hong Kong colonial government official C.B.Hiller the next year, and then the periodical is taken over by the missionary J.Legge until its closed. The Chinese Serial was published once in a month, which had a total amount of 3000. And each one contained 11 pages to 24 pages. It was published 33 issues in total, and had a specific readership. The Chinese Serial added "Bu Gao Pian" to every issue from 1st issue in 1855,which created Chinese advertisement in the history of our country. In order to review the position of The Chinese Serial in the history of mass communication, the writer did a comprehensive historical research on it by means of investigating the original material,surveying from social change, consulting the copies of the 33 issues of the periodical from 1853 to 1856. Firstly, starting with the media environment of establishing the periodical, the writer explored aspects of modern Chinese journalism by running from legalization, technical condition, social economy, readers and demand, moreover, reviewed the media organization and the publishing situation of The Chinese Serial. Secondly, starting with the specific content of The Chinese Serial, selecting the two perspectives which are scientific knowledge communication and economic idea communication as the breakthrough point, dividing the science knowledge communication into three aspects as natural science, medical knowledge and manufacturing technology. The new strategy of The Chinese Serial was the perfect combination of text information and image information., emphasizing on the communication of the practical technology. For instance, it was the first time that western medicine knowledge and the theory of the steam engine were spread by periodicals. The economic concepts spread by The Chinese Serial were mainly from perspectives of the trading merchants, the marketing strategy of advertising, insurance, company management and the financial, introducing the theory of insurance system for the first time.It is concluded that, The Chinese Serial, as the earliest Chinese periodical in Hong Kong, though it was established by missionaries,unlike the previous ones, it reported the same proportion of the native news as the international news. It introduced the advanced western science knowledge, economics, mostly with Hong Kong society, infusing western capitalist culture, playing a role of exchanging the Chinese culture with the western, and accelerated the process of China's modernization. It took a step forward to the modernized periodical from the layout method, news concept and the concept of managing newspapers with advertising revenue. The Chinese Serial cultivated a batch of modernized newspaper men like Wang Tao and Huang Sheng, who made an important contribution to the Chinese own newspapers.