近代福建报纸广告折射社会形态价值的变迁——以《闽报》(1897—1937)为例

Research on the reversal of social forms and values in Fujian newspaper advertisements:taking Fujian Reported(1897—1937)as an example

报刊的出现使广告进入大众传播时代,广告跟随报刊的公信力、传播速度、传播范围迅速扩张,在满足人们物质文化需求的同时,促进了工商业的发展和消费文化的变革。《闽报》广告门类众多,折射出社会生活的方方面面,契合了清末民初福建地区半殖民地半封建社会的历史现实,记录了西方文化和消费理念在福建的传播进程,反映了风起云涌的政治态势以及福建人的西方观和对本民族文化的依赖与认同,为研究福建地区社会生活和现代化的转型开辟了新道路。

The emergence of newspapers brought advertising into the era of mass communication.Advertising followed the rapid expansion of the credibility,speed,and scope of the newspapers.While meeting people’s material and cultural needs,it promoted the development of industry and commerce and the transformation of consumer culture.Fujian Reported has a wide range of advertisements,reflecting all aspects of social life.At the same time,it fits the historical reality of the semi-colonial and semi-feudal society in Fujian from the end of the Qing Dynasty to the beginning of the Republic of China.It opens a new way for studying the transformation of social life and modernization in Fujian:it covers the spread of Western culture and consumer ideas in Fujian,the surging political situations,as well as the Fujianese’s western outlook and their dependence and identification on their national culture.