The Research Of The Agricultural Journal In Late Qing Dynasty From The Perspective Of Media Ecology

In this paper,the Agricultural Journal is the core subject of the research,put it in the dramatic changing times of the late Qing Dynasty to research from the perspective of Media Ecology.This article try to research the Agricultural Journal in the following these aspects:First,this part analyzes media life cycle of the Agricultural Journal.According to the growth curve,it is divided into the initial period,growth period,stationary period and decline period.The second part mainly analyzes the external and internal media ecology of the Agricultural Journal,The external media environment,at the macro level,is the grasp of political and economic factors,ideological and cultural factors,as well as talented and technical factors.China gradually became a semi-colonial and semi-feudal society.National awareness of saving national salvation and thoughts that emphasize agriculture were surging.At the same time,western missionaries had entered China.Objectively,it brought advanced knowledge and printing technology.And with the aid of newspapers and periodicals' missionary activities,it also cultivated local newspaper reporters and printers.The Agricultural Journal was established under such a social environment.The internal media,including its organizational structure,the life of the main founder,Mr.Luo Zhenyu,and the interpretation of the purpose of the publication.At the end of this part,it in-depth analyses the media nutrition niche of the Agricultural Journal.The third part is the exploration about the strategies of agricultural communication and editorial features for the Agricultural Journal.The distribution of this periodical depended on the founding of the Shanghai Agricultural League,with the help of the bourgeois reformists to promote their popularity,and finally gained the support of the open-minded bureaucracy,carried out organization dissemination.It relied on squire hierarchy and agricultural schools for multilevel communication.As for editorial characteristics,the Agricultural knowledge published in the periodical was rich in types and classification,and the columns were set up scientifically and reasonably.The publication of the "Agronomy Series" had been carried out for the secondary propagation.The article published in the periodical was easy to understanding with vivid texts and illustrationsThe fourth part tries to analyze the ecological dilemma in the Agricultural Journal in the late Qing Dynasty.On the basis of summing up its experiences,this part tries to use the theory of media ecology,and discuss feasible ecological periodical preservation and reconstruction strategies.