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一、历史与现状:新时期上海文化传媒业创新的四个高峰新时期上海传媒业创新可以划分为四个阶段:即1979一1988年的创新恢复期,1996—2001年的模仿创新期,2002—2004年的率先创新期,2005—2006年的创新深化期。各个时期都有各种不同的原因而表现出不同的特征,上海传媒创新能力的变化是我们考察这一过程的主线。1.1979一1988年:创新恢复期创新就是敢于恢复合理的办报传统,上海率先在全国实现了经营等方面的恢复,新民晚报创刊,文汇、解放全面蓬勃发展。新时期以来,上海传媒业可谓全国传媒创新的楷模,近代以来上海作为中国传媒业的创新辐射中心的地位得到了延续。1979年1月14日,当时在上海广告公司外贸设计科工作的丁允朋在《文汇报》上发表了一篇《为广告正名》
I. History and Status Quo: Four Peaks of Innovation in Shanghai’s Cultural Media Industry in the New Era Innovation in the media industry in Shanghai can be divided into four phases: the period of innovation recovery from 1979 to 1988, the period of imitation innovation from 1996 to 2001, 2002 - the first innovation period in 2004 and the deepening period of innovation in 2005-2006. Various periods have different characteristics and show different characteristics. The change of Shanghai’s media innovation ability is the main line of our investigation of this process. 1.1979-1888: Innovations and Recuperation Innovations dare to restore a reasonable reporting tradition. Shanghai took the lead in the restoration of operations in other parts of the country. The publication of Xinmin Evening News, Wenhui, and the liberation have all flourished. Since the beginning of the new era, Shanghai’s media industry has become a model of national media innovation. In modern times, Shanghai’s status as an innovation radiation center for the Chinese media industry has been extended. On January 14, 1979, Ding Yunpeng, who was working in the foreign trade design department of Shanghai advertising agency, published an article titled “Advertising for Advertising” in Wen Wei Po