晚清《新民丛报》的社会传播功能研究

The Research on the Social Communication Function of "Xinmin Series Newspaper" in Later Qing Dynasty

随着晚清印刷技术的进步,出版市场日渐繁荣,报刊获得了较大的发展。晚清报刊刊载了数量巨大的图书广告,这些广告具有重要的价值。《新民丛报》是20世纪初在日本发行的半月刊,是梁启超主持的报刊中历时最久、影响最大的刊物。《新民丛报》包含种类繁多、特征明显的广告,图书广告为其中最多者。以图书广告为例,探讨《新民丛报》的社会传播功能,主要表现为传播信息,促进销售;提高声誉,塑造品牌;传播思潮,引导阅读;相互印证,补正示足等四个方面。

With the development of the printing technology in the late Qing Dynasty, publishing market became more prosperous, newspapers and periodicals got great improvement with a large num- ber of book advertisement published. These book advertisements had important values. ＂Xinmin Series Newspaper＂ is the semimonthly periodical, which was published in the early twentieth century in Ja- pan. This periodical had the longest lifecycle and the most important influence among the publications that Liang Qichao conducted. ＂Xinmin Series Newspaper＂ had many kinds of advertisements, book ad- vertisement was the largest component. The paper takes the book advertisement as an example to discuss the social communication function of ＂Xinmin Series Newspaper＂, which is mainly reflected in four aspects： spreading information and promoting sales, improving reputation and building brand, spreading thoughts and guiding reading, mutual confirmation and supplementation.