Eastern Times And Shanghai Social Transformation In The Late Qing Dynasty

At the end of Qing dynasty,Chinese society experienced constant external shocks,the state people's life has been gradually adjusted to adapt to the pace of the modern times.Different from political upheaval,the change of people's life is a slow process.As a bridge between goods and people,advertising is a good map for nowadays society,its impact category involves all aspects of economy,society and culture,leading the modern mass consumption habits and social way of life,affects the values of consumers and the recognition for the real world.In addition,the impact of advertising forms,symbolic significances and symbolic languages on society has also become the focus of public concern.This paper gives an elaborate research on the living of Shanghai people on the eve of the Revolution of 1911 in the process of social changes from the perspective of newspapers and advertisements.From its publication on June 12,1904 to its stop on September 1,1939,during the 36 years,Eastern Times has two masters,who have played important roles in the daily life of Shanghai citizen life.The number and variety of ads published in the Eastern Times are various,therefore,we can make good use of advertising's mapping function to the society only clearing the clue.The whole paper is divided into three sections,respectively,the introduction,text and epilogue.The introduction introduces the reason of the selected topic and makes an overall review of the academic history to the existing research results in Eastern Times.The text is divided into five chapters,briefly described below,hoping to achieve the effect of clearness.Because the specialist researches about the publication of Eastern Times and management have already been made,the author is no longer making a summary about the Eastern Times outline.In the first chapter,it mainly introduces the advertisement of Eastern Times and by using the method of sampling statistics,it makes a quantitative analysis for the numbers and variety of the advertisements during seven years between 1904 and 1911,as well as shows the statistical results in the form of a table.In addition,there is a periodicity about the businessman for selling advertisement.Therefore,the manifestation of advertising and the advertiser in Eastern Times also have their solidarity in a short period.Based on the data and photo in the first chapter,the author attempts to make a specific study of the effects on the each type of advertising to the society in the following four chapters.In the process of Chinese society impacted by the west,many new items came along,from the small things like a sewing needle to the big things like the machine used for industrial production.The second chapter observes the impact of the typical daily items and machine to daily life and production.AD pages of social information platform cover a lot of ground,such as an individual or a group of job recruitment,lost statement,ships,was issued,the train timetable,and forecast of the theatre,garden party or the horse race and other entertainment information.The third chapter discusses the impact of social information to the people's live regulation and schedule.The fourth chapter,based on the interaction between bulk pharmaceutical advertising on The Times and the change of ethics,the author analyzed the reason of drug ads in a wide range,and then found that smoking cessation drugs and the prevalence of tonic is closely connected with social and cultural environment,female cosmetics and drugs appear on the header reflects the social status of women in the late Qing dynasty gradually began to change.At the beginning,Eastern Times is in the style of scholar theory politics and its readers are more concentrated in the literati group.Compared with Shun Pao and New Daily,culture and education advertisers tend to take Eastern Times as their first choice.Therefore,we can see the result of the culture and education advertising took a large part among the advertising in Eastern Times.The fifth chapter takes the culture and education advertising as the breakthrough point,mainly analyzes the form of the book market in Shanghai in the late Qing dynasty,the diffusion process of new education in Shanghai and the development of modern universities in Shanghai.In addition,the author especially noticed that the development of women's education driven by the rising of new education,Eastern Times' support to the establishing of female school as well as the civilized society prompted by the female school.Based on the above research,the author analyzes the social life of the modern Shanghai populace.The research objective is to explore the changes on such aspects as living state,social outlook and psychology during the transition from traditional society to modern society,thus representing people's material,cultural and spiritual life in the social changesand broadening people`s understanding of modern people's lives.