A Study Of The Cifu Of Shanghai Tabloids During The Late Qing Dynasty And The Republic Of China

This paper takes the Cifu attached to Shanghai tabloids as an example to analyze the new situation faced by Cifu and its corresponding changes.Using the theoretical framework of communication,it discusses from the three aspects of disseminator,audience and communication message.Modern Shanghai tabloids were born in the period of social transition.With the astronomical change of social and cultural environment,the centralization of population and the rapid development of urbanization,the mechanism of literary creation and publication changed,which provided a new living space for a group of traditional literati.Due to the same cultural background,similar living experience and common interests,the group of tabloid writers appeared.Their group characteristics and purpose of running a newspaper have a direct guiding effect on tabloid rhetoric.The audiences of tabloid Cifu mainly are middle and lower class citizens who are the main component of Shanghai citizen culture and whose self-images and living conditions affect their demand for Cifu directly.Because of the change of communication environment,the theme content of Cifu with tabloids as its carrier began to change into secularization and gamification.According to its theme,it can be divided into three categories: social observation,urban style and personal casual feeling.Its language and aesthetic style are also unique,showing the characteristics of "vulgarity" in general.Tabloid Cifu reveals the contradictory state of the tabloid writers' choice of game life and their close attention to the people's livelihood.It also shows the main audience of tabloid Cifu in this period--the life thoughts of the middle and lower classes.We can understand the new changes of Cifu in the tabloids of the late Qing Dynasty and the Republic of China,and find a completely different form of Cifu from that of elegant literati's.It is a kind of literature that has philistine cultural interest,with a secular vision to look at everything,dispelling everything with a gamified and entertaining manner,adapting to the capitalist business mode,guiding itself by pursuing economic interests,and changing its target audience from emperors and individuals to the masses.