On The Thematic Feature Of New Weekly

New Weekly is a bi-weekly of current affairs and life. It was published in1996byGuangdong publishing group and published in1st and15th per month. Through17yearsof development, it has published more than390. After redesign for twice, New Weeklyhas formed the Language of the cutting-edge style and theme planning mode.Zhang BOhai, who was the former of China periodicals association, had evaluatedthat it taught the others how to scheme. But for a long time, the research of thematicfeature by academia is fairly little and most belongs to the research from the brand andmanagement, and lack of systematic research of New Weekly.This thesis takes the feature of the cover theme as cutting point, including the articleinside, the cover topics and the cover pictures. It systematically analyses the thematiccontents and features of330samples, through case analysis, content analysis and othermethods based on the text as well as historical data. By introducing the success of NewWeekly, it tries to provide some new basis for the future of magazines.The thesis is composed by three parts. The first chapter briefly introduces thehistory of its growth. By reviewing the history, it demonstrates the development of thethematic plan, including the period of The Newsprint, Coated paper and Lightweightcoated paper.The second chapter is the focus of the thesis which analyses the content of330samples. It is divided into three aspects, including the analysis of content, edit mode andcover based. The content of the theme is divided by the key words, such as the themeabout love, City, Media, China and Sport. And there are some analysis on capacity,method and structure of the theme. The cover based consists of topics, pictures and therelationships between them.The third chapter expounds the social influence and its confine. As a kind of media,it has the function of setting agenda, transferring social norms and offering leisure. As amagazine, it has social significance of bearing public responsibility. In spite of this, thereare still two factors which influence New Weekly, such as the subjective of editors and thecharacteristics of the paper.