Abstract

Based upon a systematic arrangement of three core parts of axiology: value, appraisal and viewpoint of value, the dissertation has discussed the outline of current Chinese popular text from three different aspects and the details of its important section——commercial magazines, so that it has made an axiological survey of the current Chinese popular text at the theory-level and practice-level: Exploring the value problems of the current Chinese popular text and the“case”（the commercial magazines）；exploring the reform roads of Chinese magazine industry, and prosperity roads of whole China's culture industries.

The following efforts made are as follows.

The first chapter expounds the selection cause of this topic, the research status of related topics, the research method and the innovation points, thus pulls this paper into the relevant academic history.

The second chapter is about the value problems. It points out that at the cultural economic level, the circulations of the popular text value are significance, pleasure and social identity; the connotations of the popular text value are the operated and free labor; the yardstick of the popular text value is the psychological time-space of human beings. The dissertation has made an ini tial illustration of these views.

The third chapter is about the appraisal problems. While discussing the appraisal of the current Chinese popular text, the dissertation has pointed out the popular text in current China in fact is“minor-part”text, whose operation outside of the typical“consumption”has a“respected”dimension. It is unreasonable and should be changed that the situation of self-aphasia of the group respecting the popular text is considered and judged by the ideal viewpoint of value of socialism, characterized by“wiping out exploitation and getting rid of split between two parts to realize the common wealth”. This ethnic choice has thoroughly shown my attitude.

The fourth chapter is about the viewpoint of value problems. The first point is to disclose the distribution rules of viewpoint of value of cross-media of the current Chinese popular text: in the ideological contents of public ads, the nation-dominant and the folk-traditional viewpoints of value are in close relationship, while the viewpoint of value of intellectuals is in a subordinate position; in the contents of markets of commercial ads has been put on a development play of viewpoint of value from materialism to post-materialism, in which the viewpoint of folk-tradition value is only contained. Secondly, distribution rules of the viewpoint of sub-media（vertical）value: in the center media, the nation-dominant viewpoint of value has continuously held authority; the viewpoint of value of pleasure and post-materialism has constantly strengthened its power in the course of compromise and co-ordination of the nation-dominant viewpoint of value; the voice of viewpoint of intellectuals and folk-tradition is becoming weaker and weaker.

The fifth chapter is from the general into the special firstly. In front of the three sections examine the conditions of commercial magazines' value, appraisal and viewpoint of value. Through observing the development of 2008 to 2011 Chinese magazine industry, the fourth section is from the special into the new general.

Key Words: value; appraisal; viewpoint of value; the popular text;the current Chinese commercial magazines