The Pursuit And Confirmation Of "youth Culture"

Founded in 1956,"Mengya" is the first youth original literary journal in China.In the1990 s,great changes took place in the overall development environment of Chinese society,which gradually pushed literature into a marginal position and forced literary journals to face difficulties in economic development.All kinds of periodicals have been revised,"Mengya" is no exception.In 1996,the literary journal sprout began to revise its edition,and various revision measures have shown that the magazine pays attention to and explores the variability and uniqueness of youth culture.The "new concept composition competition" launched and held by the magazine in 1999 made the magazine gain social and economic benefits,marking the success of the magazine revision.The market development strategy adopted by the magazine after the competition also combined the variability and uniqueness of youth culture with the market,and finally consolidated and spread the youth culture.The revision of "Mengya" made the magazine successfully break through the siege in the 1990 s,meanwhile,it also promoted the maturity and wide spread of youth culture,and provided new development possibilities for the cultural forms in the 1990 s and later.The development of "Mengya" was in progress,and the revision in the mid to late 1990 s laid the foundation for the magazine’s later development,and the development and influence of the magazine on youth culture and its changeable and unique characteristics continues.This paper will take the revision of the literary journal germination as the focus,explore the specific details of the revision of the literary journal germination in the marketization context,and expound the significance of the formation of the mature youth culture developed by the revision.The paper is mainly composed of the following parts:Chapter one: mainly discusses the overall reform of literary periodicals in the 1990 s,and clarifies the background and mode of the revision of literary periodicals in the 1990 s.In the1990 s,although the revision decision made by literary periodicals in the face of the market environment conforms to the development requirements of The Times,it is also a kind of "cornered" forced behavior to some extent.This chapter takes the data of "Mengya" as an example to analyze and discuss in detail the factors that led to the difficult development of literary periodicals in the 1990 s and the efforts made by the periodicals to get rid of the development dilemma."Mengya" was regarded as a typical case in the overall revision of literary periodicals in the 1990 s.The editor returned to the magazine’s periodical positioning and the group of young readers,which showed his reflection on youth culture.Chapter two: mainly analyzes the specific measures of "Mengya" revision and the exploration and attempt of "youth culture".After revision of "green shoots" mainly byadjusting the readers positioning,integration,and presents "press close to youth" column layout,design with youth uniqueness of external cover three aspects of change,gradually to the outside world magazine "youth" as the center,such as dynamic youth ideology,psychology and behavior change,gradually finding and variability of the youth,unique cultural connotation.Chapter three: mainly probes the forming process and the meaning of "new concept composition contest".The launch of the new concept composition contest is the bidirectional result of the adjustment and revision of "Mengya" and the discussion of grasping social hot spots.The purpose of "new thinking","new expression" and "true experience" marks that the magazine provides young contestants with a writing environment of "I write,I write".A large number of young people signed up for the competition to promote the diversity and uniqueness of youth culture in the competition in the form of literature explosive development.The success of the competition has promoted the maturity of youth culture and achieved a win-win situation in magazines,education and other aspects.Chapter four focuses on the efforts made by "germination" to consolidate and spread "youth culture".The success of the new concept composition competition made "Mengya" the brand logo.In order to make the magazine deeply develop in the market,and also to consolidate and spread the cultural connotation of youth’s cultural variability and uniqueness,sprout has formed a series of market-oriented development measures.Mainly through the cultivation of young star writers,the development of youth literature book products derived from magazines and the new media management three forms to promote the formation of a close relationship between youth culture and the market.