Understanding DuShu Magazine
|Keywords||elite culture communication intellectuals DuShu magazine|
The communicators and the receivers of DuShu Magazine are basically intellectuals; and their common characteristics like reading, care of new knowledge, new ideas and the community, and having strong sense of social responsibility and critical spirits. There are two communication mode can be summed up between the communicators and the receivers. One is the communication from top to bottom; the quality and quantity of information intellectuals themselves have as the mainly judging criteria; the information is spread from the high to the low, the more to the little. The Enlightenment is the main characteristics. Another is parallel communication. The information is spread from the author is the other, among readers and readers. Sharing information and exchanging knowledge are the major features. Two forms of communication are act in cross. It makes the DuShu to become a public communication space which is helpful for intellectuals to exchange academic achievements and thoughts.The magazine is positioning on the ideological comments Publications whose center is books. Its purpose is to demonstrate reading people’s thought and wisdom, concentrate on the humane care of the contemporary life. It upholds these position and purpose for 30 years from its establishment although it has changed chief editor 4 times. According to the running style and characteristics, there can be summarized two running style:the publisher’s style and academics’ style. DuShu’s running style exploration shows the following features in chronological order:Publishers’style-scholars’style-Publishers’style. Every style has different focus in contents communication; before 1996 DuShu’s contents had focused on cultural chat and ideological-cultural discussion in the field of the humanities-based, including literature, philosophy, history, art, etc. Between 1996 to 2007 August, academic and theoretical criticism, including economics, politics, sociology, and other social sciences school grounds. After 2007 Wu Bin became the editor-in-chief, the important contents have been returned to cultural chat and ideological discussion, balanced discussion on academics criticism; all of them demonstrate the new features of the times. The themes of the era Involved are the closely related social problems. Besides, it also includes sensitive care and self-reflection to intellectuals themselves. Intellectuals, education and the magazine itself are the main topics. It’s a great example of a self-communication in intellectuals.DuShu keeps the magazine steady and innovative through a series acts, include adding flexible feature columns in a stable columns framework, keeping simple, elegant design style balancing with lively factors, sustaining the tone and grade of advertising in the changed times. It is precisely because of DuShu has a good the literati tradition and running resources from its supervisor-San Lian Bookstore group; maintains the independence in the economic, ideological, and statement style; good at dealing with the sensitive relations with politic; creates a sense of belonging for intellectuals, all of this make up the DuShu magazine’s success. However, it still faces political and economic changes both in domestic and international communication environment. Academic environment has also changed. These changes bring the differentiation of intellectuals group, so its writers and readers have inevitable changes, too. These propose a more high demand to DuShu.An intellectuals’ elite culture communication media can successfully survive, not only depend on its efforts on its own editorial policy and business strategy, but also on a comprehensive study of this intellectuals group’change accompany with the times’change. And it must express their views and satisfy their needs to build a equal, tolerant, Innovative public space for them. In this public space, the values which nourish Chinese cultures are cultivated; they provide intellectual support and spiritual pillar for civilized and healthy development of China in the new century.In the new period, the key point is to strengthen the DuShu’s unique position in the marketplace and readers positioning. It can establish readers club and try to build a diversified business model, in response to the double pressure to the DuShu Magazine from both market competition and network applications.