抗战时期《新华日报》对读者的调查研究工作

The Investigation and Research of Xinhua Daily on Readers during the Anti-Japanese War

调查研究是中国共产党的传家宝。在全面抗战时期,作为面向全国发行的机关报——《新华日报》的任务即争夺“中间地带”的读者大众,以壮大抗日力量。但由于办报环境的复杂性,加之缺乏读者意识,早期《新华日报》并不受读者欢迎。为破解宣传困境,《新华日报》对读者需求展开调查研究。其间,新华报人灵活采用会议调查、问卷调查等多种方法和技巧,取得了良好成效。根据调查结果,《新华日报》实施了改版,目的就是将更多的基层民众纳入中国共产党的宣传网络中。在此基础上,《新华日报》的动员效果得以彰显,并为中国共产党的群众路线创造出新的实践形式,,“群众办报”由此成型。考察这一历史经过,可为新时代党报的调查研究工作提供借鉴。

Investigation and research are the heirlooms of our party.During the Anti-Japanese War,Xinhua Daily,as an organ newspaper distributed to the whole country,was tasked to compete for readers in the"middle zone"in order to strengthen the anti-Japanese forces.However,due to the complexity of the newspaper environment and the lack of reader awareness,the early Xinhua Daily was not welcomed by readers.In order to solve the propaganda dilemma,Xinhua Daily launched an investigation and research on readers'needs.Meanwhile,Xinhua Daily reporter flexibly adopted conference survey,questionnaire survey and other methods and skills,and achieved good results.Based on the survey results,Xinhua Daily has implemented a revamp to include more grassroots people in the party's propaganda network.On this basis,the mobilization effect of Xinhua Daily was demonstrated,and a new form of practice was created for the party's mass line,thus forming the"mass running newspaper".Investigating this historical process can provide reference for the investigation and research work of party newspapers in the new era.