Study On The Personality And Effect Of The Caijing Magazine

This paper studies the Caijing magazine based on personality theory.After analyzing the individuality of the Caijing magazine, the article will selectthree classic cases highlight its individuality, and then extends to position andinfluence of the magazine on the basis of analyzing the cases.This paper includes seven chapters. The first chapter is an introduction.Because of the lack of a detailed analysis in the Caijing research, the study willexpend on this. The second one reviews the establishment and developmentprocess of the magazine, at this part, its phases are also discussed. The thirdone is personality analysis, starting from the journal personality, and then theCaijing’s, thus draw fourth the forth chapter. In this part, three cases, which canreflect the Caijing’s personality, will be analyzed. The fifth chapter analyzes theleader team’s change, which may bring devastating effects, but it looks doesn’tlike what predicts. The author think, the distinct personality plays a big role,because it can guide the new editorial team into the role quickly. The sixthchapter is the analysis of the impact of the Caijing magazine in the history ofChinese journals. The Caijing magazine enhance the social responsibility ofthe media, at the same time, the journalistic professionalism is pushed to aprominent position, the Caijing’s behavior lead the development of the financialmedia...