《良友》画报的跨文化传播研究

发布时间：2018-04-21 23:03

本文选题：《良友》画报 + 跨文化传播　；参考：《中南大学》2012年硕士论文

【摘要】：《良友》画报是中国近代出版史上第一本大型综合性新闻画报,自1926年创刊至1945年停办,19年间逐渐成为整个上海、中国乃至全世界最受欢迎和最具影响力的画报,发行范围遍及海内外27个国家和地区。它蕴含的研究资料范围广泛从政治到经济,从文化到科技无所不包,它用最先进的印刷技术,最丰富的图画表现手法生动的记录着那个时代。然而这份曾经风靡全中国和全球的刊物,在中国新闻传播史上却仅有只言片语聊以记录,这更加让人不得不仔细研究探索这座宝库。《良友》画报的创办具有一定的社会背景和时代背景,它从兴办到终刊历经五个时期,记录着上个世纪二三十年代上海、中国乃至整个世界的概貌,它的跨文化传播能力令人叹为观止,它的跨文化工作组的效率让人钦佩。《良友》画报有着国际化的选题策划能力,它关注世界政治经济的变化,跟踪世界政治局势的动态,报告全球经济发展的情况；它聚焦科技文化的前沿,介绍科技发展的情况,策划世界文化的专题；它引领艺术娱乐的潮流,指点全球艺术风尚的动态,发布世界潮流的趋势；它传播跨国企业的广告,激发跨国企业的广告创意,运作跨国企业的广告经营。《良友》画报有着全球化的管理策略,在办刊理念方面,它有着现代化的企业经营管理理念,能承担作为全球出版业巨头的责任；在海外营销策略方面,他创立了自主发行模式,能够从管理上做到有效的做到跨文化传播。《良友》画报的成功的跨文化传播对当今媒体的发展有着深刻的现实启示,它告诉我们要坚持内容为王的方针不松懈,坚持创新第一的理念不动摇,坚持“引进来、走出去”的战略不改变,也只有这样当下的媒体才能迈出国门,发出属于中国人自己的声音。
[Abstract]:"Friends" is the first large-scale comprehensive news pictorial in the history of modern publishing in China. From its inception in 1926 to its suspension in 1945, it has gradually become the most popular and influential pictorial in Shanghai, China and the world as a whole. The distribution covers 27 countries and regions at home and abroad. It contains a wide range of research materials ranging from politics to economy, from culture to technology, it uses the most advanced printing technology, the most rich graphic representation vividly recorded that era. However, the publication, once popular throughout China and around the world, has been recorded in the history of Chinese news and communication with only a few words and words. This makes people have to study and explore this treasure-house carefully. The founding of the pictorial has a certain social background and a background of the times. It has gone through five periods from its inception to its final publication, documenting Shanghai in the 1920s and 1930s. The general picture of China and the whole world, its ability of cross-cultural communication is amazing, and the efficiency of its cross-cultural working group is admirable. The "Friends" pictorial has the ability to plan international topics. It pays close attention to the changes in world politics and economy, tracks the development of the world political situation, reports on the development of the global economy, and focuses on the frontier of science and technology culture and introduces the development of science and technology. To plan the theme of world culture; to lead the trend of art and entertainment, to point out the trends of the global art fashion and to release the trend of the world trend; to spread the advertisements of multinational enterprises and to stimulate the advertising creativity of multinational enterprises, "Friends" pictorial has a global management strategy, in the running concept, it has a modern enterprise management concept, can assume the responsibility as a global publishing giant; In the aspect of overseas marketing strategy, he founded the independent distribution mode, which can manage effectively cross-culture communication. The successful cross-cultural communication of the pictorial has profound practical implications for the development of the media today. It tells us that we should adhere to the principle of "content as king", adhere to the principle of innovation first, and insist on "bringing in". The strategy of going out remains unchanged, and only now can the media go abroad and make its own voice.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2

【参考文献】