Research On Shanghai Publishing Design During The New Culture Movement

In the study of modern history,the new culture movement is regarded as the key period of transformation of Chinese culture and ideology,and the great exploration of the road of national rejuvenation in the field of ideology and culture by the new intellectuals under the background of Western learning spreading to the East.This movement played an indisputable role in shaping the culture,ideology,science,art and other aspects of China in the first half of the 20^th century,and also played a huge role in promoting the publishing and publishing design of modern China.In contrast,publishing was an important means of diffusion and communication in the new culture movement,and it was also one of the core foundations of Chinese intellectual society in the first half of the20th century.Shanghai was the publishing center of China at that time.This paper is based on the background of the new culture movement to study the publishing design of Shanghai.Its purpose is to start with the change of publishing design,to find the difference between the publishing design of this period and that of the past,and to find the reasons behind it in combination with the environment of the times.At the same time,it breaks away from the traditional research method of design history based on form analysis,and combines the research content with the historical background to understand the publishing design of modern Shanghai from a macro perspective,so as to provide a reasonable explanation for the analysis of specific design behavior and works.The research of this paper includes the interpretation of the concept of the new culture movement from the perspective of time definition and social culture establishment,the analysis of the era environment of the development of modern Shanghai publishing industry,the carding of the differences between Shanghai Publishing design and the past in the period of the new culture movement,and the explanation and induction of the special points of Shanghai Publishing design in that period.Qualitative research is the main research method used in this paper.Specifically,in the study of historical background,this paper uses the"PEST"environmental analysis method to sort out the basic situation of modern Shanghai.In the research of the publishing design of the new culture movement,comparative analysis is used as the core method to compare the differences between the New Culture Movement period and the past from the perspectives of publication design form,design crowd and publishing organization,so as to summarize the new features of Shanghai Publishing design in the New Culture Movement.In addition,the auxiliary role of quantitative research methods in the article research is reflected in the collation of relevant data.Through the research,the article thinks that the publishing design of Shanghai in the period of new culture movement shows new changes in many aspects.In the form,a large number of foreign art and design forms have been introduced,coupled with the new binding methods of simple and hardcover.As a result,the publications in this period are obviously different from the traditional books and periodicals and the forms representing the aesthetic taste of the old intellectuals in the early 20th century.The contents of covers and illustrations pay more attention to the expression of realistic themes,so that publications can better meet the needs of cultural communication of the public,and also meet the motivation of the new culture movement itself.The need for mixed arrangement of Chinese and foreign languages in the new culture movement,as well as the promotion of the vernacular movement,led to changes in the direction of reading and punctuation in the layout design of publications.In addition,the publishing designers in the period of the new culture movement began to seriously consider the issue of national expression,especially their reorganization of traditional art elements and the transformation of modern publication forms.This avoids publishing design as a simple copy of other art forms,but a reasonable presentation of the integration of art from different cultural backgrounds.In addition,the article also believes that the diversified features of Shanghai Publishing design during the new culture movement are the result of cultural integration,but also a reflection of the crisis of spiritual order at that time.Behind the enthusiasm of this generation of intellectuals to meet the western and Japanese culture,there are the eagerness to restore national self-confidence and the confusion of road choice in the process of trying to rebuild the social core status.Another manifestation of diversification is that a large number of intellectuals participate in the activities of publishing and publishing design.On the one hand,it reflects the enthusiasm of the cultural movement itself and the socialization of publishing and publishing design.On the other hand,it also shows that the professional requirements of the publishing industry are low,and the relevant management system and even the overall development of the publishing industry are still in an immature stage.It should also be pointed out that the content of Shanghai Publishing design in 1920s and 1930s was no longer limited to cover painting,but expanded to other parts of publications.Although today's comprehensive definition of binding design has not been fully established and popularized at that time,it has appeared in some design groups and practical achievements.This shows that in the process of engaging in the design of new culture publications,designers and publishers in order to achieve better social communication influence,their understanding of publishing design is constantly becoming comprehensive,and connecting it with the whole publishing process and social acceptance.Finally,from the perspective of the origin of modern Chinese design,the development of publishing design in Shanghai during the new culture movement is the final stage of the origin of modern publishing design since the late Qing Dynasty in terms of form,method and thought.The basic paradigm of Chinese publishing design in modern times was formed and laid the foundation for the new development after 1950s.