"Post-neo-press Age" The Change Of Reading Consumption In Neo-press Age And Its Interaction With Culture

Taking "Shanghai Times", a model of information service weekly in Shanghai, as a cut-in point, this thesis sorted out the background and situation of this kind of weekly and its features, and analyzed the operation characteristics of "Shanghai Times" in content, pattern and other aspects. Also, this thesis strived for case study to get a perspective that the "press era" was reluctant to be replaced by the "TV age" and "web-age" and formed "post-neo-press age" in order to adapt to the tide.The two characteristics of "Post-press age" are "graphic reading" and "entertainment". The manner of reading consumption in "Post-press age" experienced a profound change, with the following features: 1. the turning of Communication symbol from characters mainly to graphics mainly; 2. News's replacing by information and the information news rewrites the value of news and changed media's function; 3. the relationship between media and audience changed from media's guiding audience to pleasing and fawning on audience.Tracking the evolution of contemporary reading mode, this thesis based itself in today's grand culture background to probe into the deep motivation of this change. It made a multi-dimensional exposition on the source of the reading mode's evolution, from horizontal (the mingling and clash between eastern and western culture) to historical (the rupture of ancient and contemporary culture); from synchronous (the clash among mainstream, elite and commonage culture and culture structure) to diachronic (culture turbulence in the century's end transition).On this foundation, this thesis reviewed the reaction of mass media on the Chinese culture - figuring of culture temperament, rewriting of thinking fashion and the reconstruction of value.On the base of the relationship between mass media and culture, the end of this thesis prospected the development direction of mass media and brought forward that the way out for mass media rested with the regression to traditional Chinese culture which was represented by Confucianism to go on a way of rational development.