“扬子晚报现象”探析

【作者】 张莉；

【导师】 方晓红；

【作者基本信息】 南京师范大学 ， 新闻学， 2005， 硕士

【摘要】 本文以“扬子晚报现象”为研究对象,在阐释这一现象的基础上,从主观原因和客观原因两方面入手,探析“扬子晚报现象”的成因。 文中将“扬子晚报现象”集中表述为:《扬子晚报》的发行量自诞生起保持良好的增长势头,在全国晚报发展面临严峻形势时,《扬子晚报》在竞争中长期保持优势,同时《扬子晚报》的读者群具有较强的群体效应。 本文认为“扬子晚报现象”形成的主观原因是:《扬子晚报》始终坚持以报纸的质量为生命线,以读者的需求为中心点,以便捷畅通的发行渠道为保证,与时俱进,不断创新,努力寻求新的增长点。 本文认为“扬子晚报现象”形成的客观原因是:古代江苏地区发达的出版事业和民国时期报刊的繁荣发展,为“扬子晚报现象”的形成奠定了良好的基础;自明代以来江苏地区领先全国的经济发展水平,为“扬子晚报现象”的形成提供了坚实的物质保证;而江苏民众普遍的崇文重教的社会文化心理,成为“扬子晚报现象”形成的内在推动力。正是在历史、经济、社会文化心理等多方面合力的作用下,“扬子晚报现象”才得以形成。更多还原

【Abstract】 The thesis works on the research of "the Yangtse Evening Post Phenomenon". Based on the analysis of the phenomenon, the thesis discloses the reasons for the phenomenon from subjective and objective aspect.In the thesis, "the Yangtse Evening Post Phenomenon" is defined as: the circulation of the newspaper maintaining increase pace from the initial issuance, taking the leading role in the newspaper competition even when most of evening papers are faced with severe condition, the newspaper readers forming group effect.The thesis summarizes subjective reasons for the phenomenon which include: focusing on the newspaper quality, centering on the readers’ need, ensuring the smooth circulation channel, keeping the pace with the period and creating new growing points constantly for the newspaper.The objective reasons for the phenomenon are summed up as follows: the historical publication prosperity of Jiangsu Province establishing a foundation for the development of the newspaper, the leading economic level of Jiangsu Province since Ming Dynasty providing physical guarantee, people’s psychological emphasis on literature and culture of Jiangsu Province forming inner stimulating power. In short, the shaping of the "the Yangtse Evening Post Phenomenon" results from the history, economy and cultural psychology of the region.更多还原