Journal of Shanghai University (Social Science Edition)

The OntologyOrientation in Research for Evaluation Theory

WU De-qin

2007, 14(4): 6-8 .

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Although the research for evaluation theory has been fruitful oriented in epistemology and axiology, it is still restricted in the mode of subjective and objective bodies. This essay proposes a thinking of ontologyorientation, which can be described as follows: the pursuit of signification of the “value”, that is, the pursuit of human meaning to realize ontologyorientation; the probe into the language activity of commenting, that is, the probe into language ontology to usher its deep basis; and the seek for the practical ontology of evaluation, that is, the evaluation theory characteristic of being suitable for rule and intention just rooting in practice.

Natural Value in the Perspective of Evaluation Theory

PENG Xue-nong

2007, 14(4): 9-12 .

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Although the natural value theory of nonanthropocentric environment ethics has a certain impact to the basic idea of the philosophical axiology, it can’t tell the difference between physical world and value world as the philosophical axiology does, thus sinking into the predicament of dualism. And evaluation theory, based on practice, and starting from the sociality of evaluative activity, regards natural value as a concrete historical concept embodied in the interaction between the multitude evaluation activity and the authority evaluation activity, and provides a broad avenue of research for settling the contradiction between human and nature.

Social Evaluating Discourse for the Media Age

ZHANG Yan-fen;SUN Bin

2007, 14(4): 13-16 .

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The rapid development of contemporary media techniques brings us about a new age of the media. First, the author, based on the relation between social evaluating discourse and media information, discusses about the asymmetry of information, which, as a serous question in constructing social evaluating discourse, needs to be solved. After that, he pays more attention to the relation between social evaluating discourse and human existential activities, and points out that all objects, including human beings themselves, are evaluated and determined in social evaluating discourse. Finally, he goes further to explain the significance of evaluating discourse in the contemporary society of the media, thus concluding that there does not exists such an abstract society that it can avoid social evaluating activities.

The Authoritative Crisis in Authoritative Evaluation

WANG Gang

2007, 14(4): 17-20 .

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The authoritative crisis in authoritative evaluation is mainly referred to the fact that the authoritative institute cannot be necessarily trusted by the mass and its comments hold no sanction by the subordinated groups, to say nothing of turning them into the practice of the mass. The situation is resulted in because the institute of authoritative evaluation has lost its validity and qualification as realistic body of the public, and because its activities have been out of control, thus not possessing the rationality, and also because it lacks of the readiness for the authoritative mechanism of authoritative evaluation, especially improper application of rewards and punishments that serve as the universal principle, thus no effect on the mass by wellorganized mechanism, and also because the mass do not have a uniform value system, thus producing crisis of no identity to the authoritativeness of authoritative evaluation.

The Global Context: An Approach to the Film Investigation and Grade in Western Countries

ZHENG Han;JIN Guan-jun;LIU Ya-wen;SONG Shan-shan;ect.

2007, 14(4): 21-30 .

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With the deep development of the “reform and opening to the outside world”, the Chinese film industry is more and more melting into the world. And with the evergreat influence of international films, it is vital for the new challenge of the Chinese film industry to promote its further development in the context of globalisation, among which, how to reconstruct the Chinese film investigation and grade is a key link. The film industries in Western developed countries such as US, UK, Canada and Australia have comparatively wellconsidered systems of film investigation and grade as well as rich experiences in the period of transformation. All these not only provide an important practice for establishment of the film investigation and grade with Chinese characteristics, but also help to see clearly through the contemporary system of the media in Western countries.

The Modernity of the Shanghai Cinema in 1930s and 1940s

QIAN Nai-rong

2007, 14(4): 31-35 .

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By re-examining 20 films in varying degrees, this essay accounts for the fact that the Shanghai cinema in 1930s and 1940s has a large quantity of excellent films and wellknown stars. Thus it displays a deep modernity of keeping a simultaneous development with the world's advanced culture.

The New Anwesen of Living Value and Love Ideology——A Brief Comment on the Female Consciousness in the TV Series Love in Villages

XUE Zhong-jun;YANG Yue-zheng

2007, 14(4): 36-40 .

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The female consciousness in the TV series Love in Villages is much symbolic, the inherent connotation of which goes beyond the sex itself. By an annotation of the different love lives of several young men in villages, and by a display of female value and love ideology, it concerns and reflects on modern women’s growing experience of selfsummation and selfdiscovery. Just like other artistic works that are produced to meet the aesthetic need of today’s social culture, its vitality of female consciousness comes from the cultural tension derived of the background of the society.

An Analysis of Bubbles in Modern Financial Economy

LIU Yu-ping

2007, 14(4): 41-45 .

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The complexity of modern economic bubbles displays itself not only in the independent running of financial assets, but also in the inherent fragility of financial system. Usually a basic consideration about bubbles in the Chinese development of modern financial economy is that proper bubbles in financial assets trade will benefit economic running. However, if enlarged trade amount doesn’t account for the actual requirement of economic trade, it becomes pure subjunctive activity, and thus harmful bubbles appear. Considering totally, in China, there are no signs that indicate the harmful bubbles both in real estate markets and in stock markets. But the relation between them and financial systems must be paid more attention to.

A New Definition of the Socially Necessary Labor Time in Its First Interpretation

ZHANG Kun-lun

2007, 14(4): 46-48 .

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With the development of commodity economy, it becomes more and more difficult or even unable to determine the socially necessary labor time, thus arising new definitions of the traditional economic terms concerning commodity value. Among them, the standard of value, as one of the functions of money, should be interpreted as the standard of price. And, due to the inability to prove that, by taking the society as a whole, and from a comparatively long period, the overall price of commodity is equivalent to its overall value, the exchange of equal value, as the law of value, should also be interpreted as the exchange of equal price. Actually, only the exchange value of commodity is its real value.

A PoliticalEconomy Perspective of International Trade Policy Cooperation

SONG Shi-fang

2007, 14(4): 49-53 .

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Just like unilateral trade policy, trade policy cooperation also has distribution effect, thus displaying a result of domestic politicaleconomic process of each participating country. It is more consistent with reality to understand and study such phenomena by analyzing the equilibrium among conflict interest bodies than by assuming, as classical theory does, that government maximizes social welfare. Because of this, politicaleconomic analytical method has gained comprehensive application in the study of international trade policy cooperation since 1990. This essay gives a survey of such economic research in recent years.

A Sociological Analysis of Tourism in Qingpu

PENG Chen-lei

2007, 14(4): 54-58 .

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Tourist industry is playing more and more important role in promoting the development of regional economy. And Qingpu District in Shanghai, due to its richer resources of ecology and humanities, lays a good basis for the development of tourism. This essay, by using the theories and methods of sociology and economics, analyzes the situation and future of tourist development in Qingpu and puts forward some strategies and enlightenments. First, the author evaluates the objective background of development, and, as far as its influence is concerned, makes a judgment of the tendency. Based on this, he determines the market position and points clearly out the orientation and strategies such as catering to the market, improving the function, forming the characteristic, and determining the advantage. All these directional objects aim at turning Qingpu into a tourist holiday resort well known for AsiaPacific region.

An Enlightenment of the Game Between V and M——Laborer Shortage Displaying the Shortage of Harmonious System

LIU Zheng

2007, 14(4): 59-63 .

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An investigation of the laborer shortage appearing in the regions surrounding the Pearl River can discover that, on condition of market economy, there has always been a contradiction between capital being in pursuit of surplus value and labor wage growing. If other costs unchanged, the enterpriser’s overpursuit of surplus value is sure to produce harm to laborers. And laborer wage, as a special reward element, possesses specific content, which decides laborers’ leaving once their basic need for wage is not met. It is a result of making a choice after comparison with their benefits. Laborer shortage displays the shortage of safeguard system for laborer interests. It is necessary to improve systematic management so as to construct a harmonious society.

AlayaVijnana, BhutatathataShunyata and TathagataGarbha——Discrimination Between VidyaMatraShastra and TathagataGarbha Theory

WU Ke-wei

2007, 14(4): 64-70 .

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The connotation of Tathagatagarbha can be, corresponding to the three phases of Indian TathagataGarbha theory, divided into three different, interrelated parts, that is, Buddhist nature, immaterial nature and intelligent nature, among which, Tathagatagarbha of intelligent nature is closely related to Vij?ānamātra studies. The theory of Tathagatagarbha does not at all possess the tendency to the socalled substantialization. And the chief difference between it and vij?ānamātra studies lies in the different principle and perspective of interpretation. Just based on this difference, Tathagatagarbha of intelligent nature and vijānamātra develop into two different kinds of theoretical systems, although both of them depend on the eighth vijnana in the same way. Meanwhile, just because they are different from interpretation and methodology, two different systems in appearance imply a constructive relation of supplementing each other.

Discrimination Between Vijānamātra and Vijaptimātra in Chinese Version

LU Chen

2007, 14(4): 71-76 .

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TA contrast of four Chinese translations of Trims′ikāvijaptimātratāsiddhi and semantic analysis of vijāna, vijapti and vijaptimātratā can discover that Xuan Zang’s translating vijaptimātratā into “唯识” is well considerable, not to say the socalled “mistaken translation” causing the “mistaken region” in research for the field for thousands of years.

A Re-Comment on the Difference Between Vijānamātra and Vijaptimātra

ZHOU Gui-hua

2007, 14(4): 77-82 .

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The author once distinguished vijānamātra from vijaptimātra, which are basic concepts of vijnanavada in India. While some scholars identify with his distinguishing, others display different views. This essay aims at further interpreting and clearing.

A Brief Probe into the Conceptive Object of the MindOnly School——Taking Cheung Wei Shih Lun as Study Case

Lawrence Y.K.LAU

2007, 14(4): 83-88 .

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The unique interpretation of the objectsupport in Cheung Wei Shih Lun not only distinguishes direct with indirect, but also goes further to redivide the remote objectsupport, according the origination, into the same portion and different portion, that is, oneself and others. Based on the interpretation, Cheung Wei Shih Lun resolves the corresponding problem of the representational met by unilateral recognition, that is, the interaction between all human beings on basis of terms so as to provide the possibility for constructing common sense, thus changing the nature of matter from the individual, unilateral, static recognition of the corresponding substantial world into the interpersonal, dynamic, termactive construction of each other’s common sense.

A Comment on Popular Factors and Situations of Song of the Country Norm

WU Hui-juan;YING Wei

2007, 14(4): 89-93 .

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As one of the most popular names of tunes to which ci poems are composed, Song of the Country Norm has such striking factors as being easy to songs and dancers, possessing distinguished music tones, having the words and structures same as poems, and including exampled works by famous poets. All these make it popular, full of vitality. And during the process of spreading, it develops continuously, becoming more colorful in displaying themes, more extensive in artistic moods, and more evolutional in metrical patterns.

British Gothic Novel Studies: Past and Present

HUANG Lu-shan

2007, 14(4): 94-98 .

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Strictly speaking, British Gothic novel studies of Western countries began in 1950s. While the critical mass since 1970s brings about their greater growing in depth, they show loopholes such as heterogeneous argument and expansive definition. And in China, the studies have just made a start. It is necessary for us to sort out the accomplishment of Western countries and adopt the useful “twocombiningmethods” of the genre with the context of the society, history and culture, and the modern theories with the textreading, so as to break through the approach to the field.

The City Utopia in Western Fiction About Utopian Socialism

CHEN Xiao-lan;DAI Wei-jun

2007, 14(4): 99-103 .

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In utopian ideology with a distant source, the city takes an important position and is often considered as the symbol of the state. Different thinkers’ imaginations of ideal cities have basic similarities about concerned issues, which possesses a historical continuity. Since the 16th century, modern utopian cities have been such ideal communities that they are established on the basis of humanism, collectivism, communism and Christian fraternity, displaying an antagonism against realist urbanization. But the complement and maintenance of justice, order and harmony are achieved by way of the powerful, integrated government of the state as well as the consistence of ensured behaviors.

Ownership Transference and DoubleObject Structure——A Comparison Between the DoubleObject Structures of Chinese, Japanese and Korean

DONG Yong-jie;YU Xian

2007, 14(4): 104-108 .

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From the perspective of ownership transference, this essay makes a discussion about the doubleobject structures in Chinese, Japanese and Korean, including “出” or “失” type, and “进” or “得” type. The doubleobject structure is characteristic of the fact that the verb is doubleobject one and operates into two objects at the same time, often implying the “ownership transference”. For “出” or “失” type of doubleobject structure, there is an identified corresponding relationship between Chinese, Japanese and Korean. And for “进” or “得” type of doubleobject structure, there is no identified one.

An Analysis of Aristotle’s MiddleClass Government

SHEN Rui-ying

2007, 14(4): 109-112 .

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While Aristotle’s “middleclass” government of ancient Greek citystate derivates from his idealist design of politics, his highly praised concepts of the “middle class” such as reason and mean also serves as a theoretical foil for the establishment of the system. In fact, this “middleclass” government is not only a subjective product characteristic of apriority and utopianism, but also has extreme strong classconsciousness. Thus it is not proper for applying his “middleclass” theory to the value judgment of current middle class.

Believable Promise and Honest Government Construction

ZHOU Guo-xiong

2007, 14(4): 113-116 .

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Policy execution, as a key link in change from the principle of public policy to its practice, is a dynamic process of benefit express and tactics interchange between two relative sides, among which, the governmental “promise” of reward or punishing that has been kept for promoting policy execution gives a direct influence on the result of policy execution. This essay, starting from the concept of believable promise in policy execution game, gives a probe into the inherent relation between strengthening honest government construction and enhancing public policy execution and makes some suggestion on honest government construction.

China’s Peaceful Rise and Peaceful Strategies——A Theoretical Analysis

LI Hua;YAN　Hai-dong

2007, 14(4): 117-121 .

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It is beyond all doubt that China, after a long period of lagging behind, will rise up in the future. But how will it rise up? And how will its riseup affect the future world? This essay, from the perspective of constructivism in international political theories, makes a deep probe into the abovementioned important strategies that need urgently to be dealt with both in international political theories and in Chinese foreign practice.

The Establishment of the Protective System of Minority Nationality for the
League of Nations and Its Characteristics

RU Ying

2007, 14(4): 122-126 .

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The establishment of the protective system of minority nationality for the League of Nations serves as the first attempt to deal, by way of the supervision and regulation of an international organization, with the conflict between ethnic groups, and also as the arrangement of main countries that is necessary to make to maintain postwar peace of the world driven by the national movement in the late 19th and early 20th centuries. Inheriting and developing the historical tradition of the European international society, this system distinguishes itself in confining to the Central and Eastern Europe, emphasizing the order priority, and possessing the great fragility due to the weakness of the organization itself.

Who Launched the Third MiddleEast War

YANG Jun

2007, 14(4): 127-131 .

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The Third MiddleEast War involved various factors. Either Israel or the Arabian countries didn’t expect the war, especially Egypt and Syria, although it was their improper actions that finally resulted in the eruption.

The Technological Preparation for Constructing Autonomous Well-Known Brands of Chinese Industries

ZHANG Zu-jian

2007, 14(4): 132-137 .

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As one of the biggest countries that make and process middlelowpriced products, China possesses a great economic potential in manufacturing. And in order to achieve this potential, one kind of instruments for Chinese industries is to have more autonomous products of intellectual property right and more autonomous wellknown brands. A mature brand consists of autonomous kernel technology and corresponding brand rights and interests, and can derive brand rights and interests of consumer, thus finally forming specific brand capital. Since brand has already specific technologies of management, it is necessary for constructing autonomous wellknown brands of Chinese industries to make preparation for such technologies as distinctive product development, product commercial incubation, the designs of brand sale rights and interests, and the extension of markets. Moreover, more attention should be paid to the instruction of target consumer groups, the maintaining of consumer rights and interests of specific brands, and the transformation of brand culture involving consumers.

Talking About Advertising Colors

QIAN Chao-yang

2007, 14(4): 138-142 .

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Color is a kind of information most sensitive to human beings, most quickly reflected on their nerves of visual sense. In general aesthetic feelings, color sense is most popular. And as an important factor of advertising aesthetics, color depends on specific images and possesses the special function of the “going before images and being larger than images” in advertisement. For application of advertising colors, it is necessary to understand deeply products, advertising themes, the media as well as the psychological associations, specific emotions and fondness of advertising targets, and use flexibly the principles of colors and the regulations of symbols so as to create a distinctive language of advertising colors.

The Worldwide Rise and Communication of Chinese Brands

ZHANG Jian

2007, 14(4): 143-146 .

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With the globalization of economy, the brand has served as the basic form of developing and exchanging of international economics. It is against the background of China's peaceful riseup, the concept of the Chinese brand riseup in the world is put forward. But, the brand is also a phenomenon of communications, for which, it is necessary to investigate, from the perspective of international communications, into the ecological environment of Chinese brands, and give an analysis of the basic way to realize the riseup.

OtherWorldliness and PresentWorldliness——A Brief Comment on the Connotations of Family and Clan

JIANG Hui

2007, 14(4): 147-149 .

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In Chinese anthropology, family and clan are considered as the two classic objects of studies. While the former lays stress on the ethic concept of family members' sharing bloodlines and relatives that serve as otherworldliness, the latter attaches an importance to the organization, which is embodied in the implement of national spirits, and in the management and resources melting of clan members. Since the substantial carriers of the clan, such as ancestral temples, ethnic fields and genealogical trees, are all approaches to the organization and management, it is, comparatively, of presentworldliness.

News and Folkways: the Indigenization of Live News Programs——Taking Law on the Spot as the Study Case

DENG Jiang;YI Qian-liang

2007, 14(4): 150-152 .

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The TV program Law on the Spot, taking the form of the “upholding justice” in everyday disputes that is characteristic of folkloric culture, is entirely a narrative mode of nationality. However, if it is unable to avoid consciously the embarrassment of annoying complaints, the original intention to the program is lost. This essay attempts to, by putting Law on the Spot as a TV text in the historical context of the Chinese TV law programs, have a cultural analysis and discloses the marvelous combination of news and folkways as well as their gain and loss so as to make an effective approach to the indigenization of TV news.

A Comment on Laying Stress on Trade in the Middle and Later Tang Dynasty

XUE Xiao-mao

2007, 14(4): 153-154 .

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Because of Confucian mainstream position in Chinese traditional culture, businessmen, who pay attachment to their profits, have always been ignored and underrated. Of course, there is also the opposite view. For example, in the middle and later Tang Dynasty, quite a few scholars, consciously or unconsciously, display a view on merchants that is against the mainstream. Li Shangying and his elders such as Han Yu, Liu Zongyuan, etc, all express praises in their works about merchants, which not only reflect on their feeling and thinking of social life but also confirm the development and evolution of the times.

An Approach to the Constructive System of TV Brands

SUN Yong-chao

2007, 14(4): 155-157 .

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Brand strategies are referred to the important weapon of industrial competition during the age of attention economy. As a key carrier of the industry’s constructing brand strategies, the TV media also need its powerful brand system. While TV brands are established on the basis of brand famousness, brand associations, brand recognition and brand faithfulness, it strengthens the competitive power of brands by way of the branding of key elements of TV products, that is, the branding of anchors and their columns.

Students’ Ideological Education in Contemporary Society

JIANG Hui-ying

2007, 14(4): 158-160 .

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By analysis of many new characteristics of college students’ ideologies and psychologies in the environment of the contemporary society, this essay makes some suggestions of developing their ideological education. While an importance should be attached to the social practice on the basis of the “opening” at home, the position of network should be firmly held on the basis of the international complexion and, by way of multiple cultures, a highlight of traditional culture should be developed.

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