| "Youth truth" is the official newspaper of the Communist Youth League in Soviet area,also known as the official newspaper of Communist Youth League of China."Youth truth" was first published in Longgang,Jiangxi Province on July 1,1931,until on September 30,1934,stopped publish on the eve of the Red Army Long March,totally published 113 periodicals.‘Youth Truth’ is known as one of the four red journals in the Chinese Soviet Area of Jiangxi province.It not only made important attribution to introduce the domestic and international revolutionary situation,promote and motivate revolution,discuss working principles and methods etc,but also had great impact in the spreading of Soviet spirit particularly.On November 4,2011,Xi Jinping put it forward clearly that the spirits of Soviet area is strengthening belief,seeking truth and being pragmatic,wholeheartedly for the people,being honest and upright,hardworking,selfless dedication and racing to top.In a total of 2164 text samples of the "Youth Truth",there are 1248 texts of content clearly embodies the spread of the connotation of the spirit of the Soviet area,of which the spirit of hard work and selfless dedication is the focus of its spread.Such as spreading the Marxist ideology and the red revolutionary culture,propagandizing the resolute belief of certainly winning revolution,publicizing the theoretical principles and detailed solution of seeking truth from facts,highlighting the working principles at the core of the masses,attacking corruption as well as bureaucracy,mobilizing the soviet people and revolutionary groups to develop economy,enlarge the Red Army and advocating the competition manner to organize works.‘Youth Truth’ has utilized communication strategy in five aspects to spread the spirit of the Chinese Soviet Area.On the main body of communication,the "Youth Truth" has established a group of well-known and stable author groups,established a complete distribution network,and the ways of essay and reprinted articles;with vivid,interesting,popular,distinctive characteristics in content of communication;through the establishment of distribution network,administrative promotion,promotion and newspaper work to promote for channels of communication;for communication object,regard the young people as the main audience,the Red Army as the key audience,but also women,children as the extending audience;for the feedback mechanism,through the organization of activities,soliciting and published letter from reader,published distribution data to enhance the interaction with the reader.There was achieved good performance that the "Youth truth" for spreading activities of the spirit of Soviet area,which is mainly embodied in the "Youth Truth" by the readers of the wide welcome,its circulation in the highest period reached 30,000 copies;at the same time,the young people responded actively the call of "Youth truth",and actively participated in the work of the Communist Youth League;finally,the work of some Communist Youth League has a good change.However,in the process of Communist Youth League,there are three main problems:embodied imperfections in the printing and distribution of the hardware facilities;embodied high repeatable and trivial layout and subject;embodied the real dispute for the content as some communication activities.Taken history as a mirror,there are three aspects of significance:the core principle of the media production is that the Content is the King,the traditional medium should play the content advantage in the new media environment;the audience demand is the direction of adjusting medium production,medium should be found a balance point between audience and market;medium should have a brand awareness through the organization of activities and marketing to create brand efficiency. |
