| The paper studies the special characters of the local culture column of Shanxi Evening News, with the analysis of its distinctive features and comparison of these features with that of the other three major local evening newspapers, seeks from a case how to make breakthroughs in this column.Shanxi, with a remarkable local culture which has gone through the old stone period, the period of Yao, Shun, Yu Emperors, the period of Xia, Shang, and Zhou Dynasties, the period of Jin and "three-Jin" Dynasties, and the most splendid period of Qin and Han Dynasties, has exerted a great influence on the five thousand years’ Chinese civilization. The culture and history in Shanxi are clear, complete, and influential far and wide. Shanxi Evening News ranks the first of all the newspapers. With its fast development and real power achieved within only ten years, it is quite influential in Shanxi’s media. Its supplements have been emphasized since its creation. Later, its edition was changed and increased several times, but the cultural traits are always found in its supplements, which have already possessed their own characteristics along with development.The paper, from the aspects of label, content, format of edition, talents, and locality, employing the relevant theories of journalism, communication, editing science, media geography, studies the supplements of Shanxi Evening News, analyzes and discusses, in combination with its developing condition, its local special culture. It is intended to provide a little help to the local media. And the paper is developed from the following aspects:The first part is introduction, and mainly states the studying objects, background, method, and the current studying condition of this project.The second part is about the introduction to the local culture column of the newspaper. This part mainly discusses the basis for opening this column and the current situation after the setting of it. The distinctive cultural form in Shanxi and its long history make it possible that the Shanxi Evening News adds a local culture column in its supplements. And the current situation since its setting, publishing period, and the condition in readers in every one of it will be introduced. Various methods can be used to raise the influence of newspaper, but running the special column well needs an accurate location and a theme-like project designing.The third part is to analyze this column appearing in2013in Shanxi Evening News. Both the selection of the subject and the designing, of the newspaper can embody the unique charm of it in the process of producing this column, such as locality, scale, and the relevant connections. In addition, as a local newspaper, the culture column of Shanxi Evening News embodies a strong local color. These columns, by portraying the Shanxi culture, provide a diversified platform for the local people to retrospect and re-understand Shanxi.The fourth part is to compare Shanxi Evening News with the other three evening newspapers in the setting of local culture column. For each newspaper, its distinctive features can be best reflected from the supplements. In China’s evening newspaper market, threes newspapers, that is, Yangcheng Evening News in Guangzhou, Xinmin Evening News in Shanghai, and Beijing Evening News, are the earliest to set up supplements. Therefore, the local culture columns of each of the three are various in the advantages and all win the readers’ praise. It is can be said that the local culture columns of these three newspapers have been the leading part of them. In this part of the paper, the author tries to compare this column in Shanxi Evening News with that in other three newspapers, display the distinctive cultural features of different local newspapers, analyze the pros and cons of each, so as to find a reference for this column of each evening newspapers in China, and to build a bridge for each of them to facilitate their mutual study.The fifth part mainly analyzes the direction for this column’s breakthrough in Shanxi Evening News and discusses how to solve the problems existing in it. Making the distinctive local culture best embodied in the supplements of the newspaper is crucial for making cultural and ideological progresses in the society. |
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