《北洋画报》戏曲广告及其学术价值新探  

New Exploration of Traditional Chinese Opera Advertisements and their Academic Value in Bei Yang Pictorial

作　　者：洪畅[1] HONG Chang(School of International Communication,Tianjin Foreign Studies University,Tianjin 300204,China)

机构地区：[1]天津外国语大学国际传媒学院,天津300204

出　　处：《鲁东大学学报(哲学社会科学版)》2025年第2期67-73,共7页Ludong University Journal:Philosophy and Social Sciences Edition

基　　金：天津市哲学社会科学项目“一带一路视域下广告影像语言跨文化传播新内涵研究”(TJXC18-006);天津市教委科研计划项目“《北洋画报》戏曲图像与天津近代戏曲活动研究”(2021SK127)。

摘　　要：近代戏曲艺术,特别是京剧艺术的成熟与报刊业的繁荣几乎同步,《北洋画报》号为华北画报巨擘,其中的戏曲广告以丰富多样的广告类型和引人入胜的宣传方式实现了戏曲信息的有效推广,也清晰地记录了20世纪20、30年代天津戏曲的发展面貌与文化生态。对《北洋画报》戏曲广告进行系统梳理和深入研究,可以呈现天津近代戏曲发展的历史情境,探索戏曲传播的媒介生态,考察戏曲艺术特别是京剧艺术在近代城市化进程中的角色定位,有助于扩宽戏曲研究的学术视域,深化中国戏曲史、戏曲传播相关问题的研究。The modern Chinese opera art,especially the maturity of Peking Opera art,was almost synchronized with the prosperity of the newspaper industry.Bei Yang Pictorial was the North China pictorial giant,the traditional Chinese opera advertisements of which effectively promoted its information because of a variety of advertisement types and attractive promotional methods,and clearly recorded the development features and cultural ecology of Tianjin opera in the 1920s and 1930s.Systematically combing and intensively studying the traditional Chinese opera advertisements of Bei Yang Pictorial can present the historical context of the development of modern Tianjin opera,explore the media ecology of opera communication,and investigate the role positioning of opera art,especially Beijing Opera,in the process of modern urbanization,which can help expand the academic perspective of opera study,and deepen the research on the history of traditional Chinese opera and related issues of opera communication.

关 键 词：《北洋画报》 戏曲广告 历史情境 媒介生态 历史定位 

分 类 号：I230[文学—中国文学] J820.9[艺术—戏剧戏曲]