A Study Of Periodical Management Idea In The Observation In The Republic Of China Period

The Observation was a popular social and political periodical in the middle and late1940 s.It started its publication in September,1946 and was folded in December,1948.Periodical management idea not only determine the direction of the development and purpose of periodicals,but also be the basis for maintaining a fixed audience group.And the formation and shaping of periodical management idea are profoundly influenced by social environment in a specific era.Meanwhile,The contents of the periodical and editorial team which guided by periodical management idea,output its ideology,culture and value proposition to the external environment through the carrier of periodical,so as to affect the change and innovation of the social environment.Periodical management idea of The Observation was established by the social environment during 1946-1948,which promoted the change and development of social public opinion in reverse,forming the mutual relationship between media and social environment.This study intends to take The Observation as a case study.Under the background of the middle and late 1940 s,on the basis of historical analysis method,text analysis method and statistical analysis method,as well as analyzing and summarizing the contents of political articles in 114 issues of The Observation,and the analysis of editorial team,the paper concludes the main content and formation reason of periodical management idea of The Observation with the relevant principles of text sociology and media ecology.The study found that periodical management idea of The Observation includes adhering to objective and rationality,respecting the opinions of audience,paying close attention to social affairs and embracing all viewpoints,having historical value such as drawing audience’ attention to social problems,promoting students’ ideological enlightenment,and limitations such us the error of reader positioning,and confusing and misleading the audience.