出版、销售与邮政发行:清末新式官报传播体系的形成

Publication,sales and postal distribution:The formation of the new-style official newspaper communication system in the late Qing Dynasty

清末新式官报能够在舆论宣传中占有一席之地,与其在物质层面建构的传播体系关系甚重。公开发行奠定了官报传播体系的媒介基础,官报通过垂直派销,形成了覆盖全国的传播网络;辅之以横向代销,使报纸销路更加多元。发行过程中,官报与邮政合作,利用新型交通工具,提升了传播效率。尽管传播体系离不开内容层面的塑造,但出版、销售、邮政发行作为媒介存在的基础,亦是决定该体系顺畅与否的根本因素。

The new-style official newspaper in the late Qing Dynasty took a place in the government publicity,which was inseparable from the communication system constructed in the material level.Public issuance has laid the media foundation for the communication system of official newspapers,and official newspapers have formed a nationwide communication network through a vertical distribution model,accompanied by a horizontal sales model,the newspaper's sales channels are more diversified.During the distribution process,the official newspaper cooperated with the postal service,using new forms of transportation to improve communication efficiency.Although the communication system cannot be separated from the shaping of content,publishing,sales,and postal distribution as the foundation of media existence are also the fundamental factors determining the smoothness of the system.