Books As Media: A Media Study Of Shanghai Neishan Bookstore In Publishing And Cultural Exchanges

Shanghai Neishan Bookstore is a special existence in the history of Chinese publishing and cultural exchanges.From initially selling Christian books to introducing Japanese and foreign language books,to selling Chinese progressive books as an agent,Shanghai Neishan Bookstore has gradually become a carrier for Chinese intellectuals to accept Chinese and foreign advanced consciousness and new knowledge of Western learning.Shanghai Neishan Bookstore has also translated and distributed batches of Chinese literary works overseas,realizing a historical leap from the import of foreign culture to the export of Chinese culture.Shanghai Neishan Bookstore also vigorously promoted the distribution of left-wing publications in China and Japan,which provided strong spiritual support for the dissemination of left-wing culture and promoted the development of the revolutionary cause.In the development process of Shanghai Neishan Bookstore,it has shown various characteristics such as tradition and modernity,import and export,left-wing and pluralism.As a medium,Shanghai Neishan Bookstore not only undertakes the functional media space as a bookstore,but also constructs multi-level interactive relationships between people,people and space,people and society,and people and foreign cultures.During the Republic of China,Shanghai Neishan Bookstore built a bridge of communication for the publishing industry between China and Japan,promoted the exchange and development of publishing culture between China and Japan,and made great contributions to the cultural exchange between the two countries.From the perspective of publishing science,this paper makes a systematic and holistic analysis and research on the media space of Shanghai Neishan Bookstore,combined with the relevant theories of media science.Firstly,the establishment and development history of Shanghai Neishan Bookstore are sorted out,and the reasons for the success of Shanghai Neishan Bookstore are deeply analyzed from both internal and external aspects.Secondly,the media function of Shanghai Neishan Bookstore is comprehensively analyzed in combination with the first-hand historical materials and relevant researches such as "Shenbao","News","Ta Kung Pao",a newspaper of the Republic of China.Thirdly,it analyzes the marketing strategy of Shanghai Neishan Bookstore with specific cases.In the end,the paper explores the important role of Shanghai Neishan Bookstore in the period of the Republic of China and its enlightenment to contemporary publishing institutions.Shanghai Neishan Bookstore has become an indispensable media space for Shanghai intellectuals by digging and strengthening its own media attributes during its development.In the 30 years of operation,Shanghai Neishan Bookstore has changed from selling only Christian books to selling comprehensive books,from being responsible for the introduction of books to publishing and translating advanced Chinese books.The gate of cultural exchange promotes the progress of our country's culture and promotes the cultural exchange between my country and Japan.As a medium,Shanghai Neishan Bookstore has realized the benign interaction among multiple subjects,and promoted the leap-forward development of my country's publishing exchanges.