广告的政治：1937-1945年《申报》文学广告研究

发布时间：2018-06-17 15:22

本文选题：抗战上海 + 《申报》　；参考：《西华师范大学》2015年硕士论文

【摘要】：论文从文学广告的角度入手,通过研究《申报》上种类繁多、内容齐全的文学广告,来探讨在政治环境中文学广告与政治之间的相互关系。《申报》是民国时期主要报刊之一,其巨大的传媒宣传效果,让它不仅在政治经济文化领域有重要影响力,于大众生活中也占据着不可或缺的位置。文学广告作为报刊的一部分也参与了文学生产、传播的过程,是研究文学的重要史料。本文选取“广告的政治”这一独特视角,通过对1937—1945年《申报》文学广告的整理研究,在分类、归纳出的四类广告的基础上,用历史政治的视野重新审视抗战时期的文学广告,探讨民族战争、党派之争的政治背景下文学广告的生产与发展。同时,针对文学广告与文学、政治的关系,借用社会学、传播学的方法考察广告在文学发生过程中蕴含的社会价值。具体、清晰的文学广告实例与文学社会学、政治学、传播学等不同领域的抽象理论相结合,为研究文学广告与政治的关系提供了另一种角度与方式。第一章主要通过对《申报》文学广告的重要性,及其史料学、文学社会学价值的分析,对研究现状的爬梳,对关键概念“政治”的解析,来阐释论文的选题缘由和题目的意义所在,并在其中穿插介绍了论文的研究方法和思路。第二章为论文材料的整理部分,对抗战时期《申报》的文学广告作了简单分类:文学作品广告、文学期刊广告、戏剧、电影广告和具有文学广告性质的其他广告。每一类在叙述中会被再次细分,并且用具体的文学广告实例做简单的阐释。第三章进入主体论述部分,以文学广告中的民族战争、文学广告中的党派之争和文学广告中的文学团体活动三个部分为中心,来分析精英文化与大众文化在广告中的体现,并从政治的角度阐述文学广告受文化、党派、政治的引导和操控。第四章从文学社会学角度来分析广告中的文学生产、文学发表、文学接受在文学发生过程中的具体表现。通过探求国家政治、意识形态、出版社、广告媒介等方面背后所渗透的主流文化形态来窥视《申报》文学广告的政治意义。结束语将文学广告重新放置于政治环境中,从而还原历史现象背后的真实。从《申报》文学广告的表象出发,深入挖掘实质,以此来揭示文学广告与政治忽远忽近的真正原因。
[Abstract]:From the point of view of literary advertisement, this paper discusses the relationship between Chinese advertising and politics in the political environment through the study of various and complete literary advertisements in the "declaration", which is one of the main newspapers and periodicals in the Republic of China period. Its huge media propaganda effect makes it not only have important influence in the field of politics, economy and culture, but also occupy an indispensable position in the public life. As a part of newspapers and periodicals, literary advertisements also participate in the process of literary production and dissemination, which is an important historical material for the study of literature. This article selects the unique angle of view of "the Politics of advertisement", through the research of the literature advertisement from 1937-1945, on the basis of classifying and summarizing the four kinds of advertisements. From the perspective of history and politics, this paper reexamines the literary advertisements during the Anti-Japanese War, and probes into the production and development of literary advertisements under the political background of the national war and the political struggle between the parties. At the same time, in view of the relationship between literary advertisement, literature and politics, the social value of advertisement in the process of literature development is investigated by using the methods of sociology and communication. The concrete and clear examples of literary advertisement are combined with abstract theories in different fields such as literary sociology, political science, communication and so on, which provide another angle and method for the study of the relationship between literary advertisement and politics. The first chapter analyzes the importance of literature advertising, the value of historical materials and literature sociology, the current situation of research, and the key concept of "politics". To explain the reason and significance of the topic, and introduce the research methods and ideas. In the second chapter, the author classifies the literature advertisements in the War of Resistance against Japan: advertisements of literary works, advertisements of literary periodicals, dramas, advertisements of films and other advertisements with the nature of literary advertisements. Each type will be subdivided again in the narrative, and a simple explanation with a specific example of literary advertising. The third chapter takes the national war in the literature advertisement, the party contention in the literature advertisement and the literary group activity in the literature advertisement as the center to analyze the embodiment of the elite culture and the mass culture in the advertisement. And from the political point of view, literature advertising by cultural, party, political guidance and manipulation. Chapter four analyzes the concrete performance of literature production, literature publication and literary acceptance in the process of literature development from the angle of literary sociology. This paper explores the political significance of the literature advertisement by exploring the mainstream cultural forms that permeate the national politics, ideology, publishing house, advertising media and so on. The conclusion replaces the literary advertisement in the political environment so as to restore the truth behind the historical phenomenon. Starting from the appearance of literary advertisement, this paper explores the essence of the advertisement in order to reveal the real reason why the literary advertisement and the political advertisement are so far and close to each other.
【学位授予单位】：西华师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：I206.6

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