A Study On The Spread Of Japanese Media In China

With the development of China's reform and opening up and the intensification of globalization, Attracted by China's international status and international attraction,More and more foreigners come to China for the business, getting a job or study. Facing the present situation of Japanese immigrants,national ranking third and the largest in Guangdong province (legal),that presenting active, closed in their own groups but" active isolation "and"passive isolation "out, what the media has done and what will the media should do? In this paper, we take the Japanese media "Whenever Guangdong" as an example to answer these question .This paper has carried on the content analysis to the Japanese information magazine"Whenever Guangdong" with a total of 60 ,from January 2012 to December 2016.The article is divided into four parts.First of all,We analyzed the contents and changes in the last five years of the "Whenever Guangdong".We find that it contains three main parts and mainly focus on business ,foods , regional news, information about health ,education, real estate,tourism, housing , entertainments like nightclubs information and so on.Overall, in the past five years, "Whenever Guangdong" columns changes little, but the number of pages has decreased . For the different contents, the economic column changed a lot; the entertainment information reduced;the medical information column slightly changed, showing a trend of gradual increase; and other information, like the education, housing, tourism, food, changed little.In the second part, we analyzed the characteristics of Whenever Guangdong on the form.We found that its language, layout design, composition and color are all used on the basis of the traditional Japanese magazine layout design. In addition, it also uses a large number of clustering information and regional map to make the information understood easily.In the content, the spread of information has strong pertinence and closeness, meeting the information needs of Japanese immigrants,and its attentions on cultural exchanges between China and Japan and the Chinese culture have contributed to building the bridge between the audience and in the local culture cultures ,which could be helpful for the Japanese immigrants 'cross-cultural adaptation .In communication operations and its ecosystems, it positively interact with the audience online and offline, and also actively seek other media in Japan and China to cooperate and to improve and enrich the information. All these will help to create favorable conditions for the future development of the media.The interviews found that the media is facing the pressures on the transformation of the new media, the great political influence, the lack of government support and the lack of access to local information.In addition, it is also facing some other problems ,such as the information content need to be expanded, the local culture extension is not enough, the spread of ecological structure is relatively simple, communication skills need to be improved, and some information needs to be adjusted .These all problems need to be solved in the future development.