Reserch Of China's Early Two-way Model Public Relations

As a foreign culture,movies are both artistic and mass media.The film industry in Shanghai entered the stage of rapid development in the 1930s,and the publicity mode of the film is in the important development period of Chinese film promotion mode from germination to maturity.Therefore,it is very representative.Previously,we always believed that the practice of modern public relations in China began in the 1980s.However,through the study of the media of film communication in the 1930s,we can almost conclude that the early practice of public relations has been established in China as early as the 1930s(even earlier).The " Tow-way model " is a public relations model proposed in the book "effective public relations",published in 1952 by the famous American scholars,S.M.Cutlip and A.H.Center.In the perspective of public relations to study the process of film illustrated,the author found that as early as at the time,the publishers have consciously to build and maintain the public relations,the publisher pays attention to and writers and readers the exchange and communication of mass groups.Which can be concluded that in the 30 s of China,with the development of the mass media such as newspapers and magazines tool,began the practice of modern public relations began.The public relations between modern newspapers and periodicals is similar to the "Two-way model",which was proposed after 20 years by S.M.Cutlip and A.H.Center,the practice of this mode in China long before the theory is put forward.Through the exploration and analysis of the public relations of the DIANYING HUABAO,not only verifies the fact that the early public relations practice existed in the early 20th century.It also opens a new perspective for the different roles played by various forces in the construction of Shanghai mass cultural space in the 1930s.From now on,the research in the Chinese movie history and Chinese history has a lot of work,but the perspective of communication between media and public discussion of the public relations was still in the stage of exploration.Printing media was earlier in the film,it is an important channel to spread movie culture,and give a wider and invisible space than cinema movies,gradually infiltrated the urban culture through citizens life and individual person.When the film culture infiltration of printing media,printing media content become richer and more diverse,and film culture with the aid of the power of the print media,has greater appeal on the citizens and consumer interest.At the same time,the communication between printing media and readers plays an important role in the space construction of film culture and urban culture.The two-way communication between the public and the organization is an important link in the construction of public space.So this article research mainly through the deep reading in each content of DIANYING HUABAO,and then carries on the sorting,focus on discussing the DIANYING HUABAO as a kind of media,how did it establish the public relations between with the masses at the beginning,and the effect on urban culture during the media and the public in the process of public relations established.This innovation of this article mainly lies in the fact that subject innovation and points of view,currently,take the DIANYING HUABAO as the research object are few.This paper takes the public relations strategy of DIANYING HUABAO as an example to try to study the relationship between film culture and urban culture under the influence of public media in the 1930s.It is a groundbreaking,unfocused perspective.