Uses And Gratifications: Analysis On The Audience Effection Of Sin Xua Rhbao In The War Of Resistance Against Japan

During the war of resistanee against Japan, as the only newspaper distributed to thewhole country which was sponsored in the white-area by the Communist Party of China,Sin Xua Rhbao has been beard many important tasks, such as to disseminate CPCguidelines, principles and policies, to do well of the united front work and unite otherranks. In order to breakthrough news blockade of the Kuomintang, Sin Xua Rhbao hasbeen persisted in taking up the standpoint of the masses, carrying out the mass line,concerning about the lives of the masses and noticing working method all along.Through setting up “Du Zhe Xin Xiang”,“Ben Bao Qi Shi”, and “You Sheng”, Sin XuaRhbao collected public real ideas at any time, protected the interests of the peopleactively, met the specific needs of the masses during the specific special period by allmanner of means, deepened the relationship of the news work and masses of the people,in the end, won the most of the masses’ support and love for CPC.By means of three relevant parts of Sin Xua Rhbao,“Du Zhe Xin Xiang”,“BenBao Qi Shi”, and “You Sheng”, this paper adopts the methods of text analysis andquantitative analysis, centres on “Uses and Gratifications” theory, focuses on what hasSin Xua Rhbao done with audiences, wants to present an analytical study of Sin XuaRhbao’s success propaganda techniques at audience aspects during the war of resistaneeagainst Japan, based on the true history and the objective data, and hopes to providesome beneficial inspiration or reference to party newspapers so that they can dopublicity better in the media convergence era.