《萌芽》的市场化转型研究

发布时间：2018-02-01 05:29

本文关键词： 《萌芽》市场转型新概念作文大赛文学生产　出处：《中国海洋大学》2012年硕士论文　论文类型：学位论文

【摘要】：《萌芽》的市场化转型历程在文学期刊的转型中颇具代表性。《萌芽》创刊于1956年，是新中国第一本专门以青年文学为主题的期刊，其发展历程曲折，几经沉浮。1996年为应对市场经济冲击，《萌芽》开始转变期刊定位，进行改版。1998年，《萌芽》启动新概念作文大赛，将市场化转型推向深入。此后，《萌芽》牢牢抓住品牌优势进行市场化生产，经营范围从杂志扩大到图书出版、网站、电子阅读等各个领域，逐渐形成一条完整的文化产业链。可以说，通过市场化转型，《萌芽》成功摆脱了经营困境，，并且开拓出一套完整的市场化运作模式。本文的研究重点是通过对《萌芽》改版这一现象的分析来探究市场化转型后《萌芽》的文学生产机制的变化趋向，研究目的是希望能通过《萌芽》的市场化转型这一个案来观照市场对文学期刊的影响，以及在市场经济这一大的社会文化语境下，当代文学的发展趋向，所获得的研究结论有两点：一是市场经济使文学期刊的生产机制发生了深刻变化，虽然这种变化对文学期刊产生着正反双重影响，但市场化已经是文学期刊发展的必由之路；二是文学期刊在发展过程中要正确处理文学和市场的关系，统筹兼顾，不可偏废其一。本文主要从四个部分对《萌芽》的市场化转型进行研究。第一部分是背景部分，主要阐述了《萌芽》改版前的生存环境和发展历史。本部分首先对计划经济时期文学期刊的功能、地位和格局进行梳理，然后对80年代中期之后，文学期刊“改版潮”的发生环境和改版策略进行探讨，从而对《萌芽》改版前所处的宏观生态环境有了一个清晰的了解。之后详细阐述了《萌芽》在1996年改版前的发展历史，从而与市场化转型后《萌芽》的发展状况进行比较。第二部分是本文的重点部分，即对《萌芽》的市场化转型的过程加以探讨。本部分按照时间顺序分为两层，第一层探讨了《萌芽》在初步转型阶段如何来转变期刊定位：即努力寻找市场和文学的结合点，第二层是本部分也是整篇论文的重点和难点，即对助推《萌芽》成功转型的关键活动——新概念作文大赛的研究。关于新概念作文大赛的探讨本文从三方面展开。一是新概念作文大赛的发生背景和概况，二是新概念作文大赛的成功之处，三是新概念作文大赛所彰显的当代文学生产机制的复杂性。第三部分论述了实现市场化转型后，《萌芽》的文学生产机制所发生的变化，主要分为培育“明星”作家，培育和发掘消费群体，文学品牌的产业化运营和《萌芽》立足“好看”的内容定位几方面。第四部分从《萌芽》的市场化转型这一个案扩展开来，讨论了文学期刊与市场的关系。第五部分是结语部分。
[Abstract]:The course of market-oriented transformation of "germination" is quite representative in the transformation of literary periodicals. "sprout" was founded in 1956, and it is the first periodical with the theme of youth literature in New China, and its development is tortuous. In 1996, in order to deal with the impact of the market economy, "germination" began to change the positioning of periodicals, and revised. 1998, "germination" started a new concept composition contest. From then on, "germination" firmly grasped the brand advantage to carry on the market-oriented production, the management scope expanded from the magazine to the book publication, the website, the electronic reading and so on each domain. Gradually formed a complete cultural industry chain. It can be said that through the market-oriented transformation, "germination" successfully out of the business dilemma. And develop a complete set of market-oriented operation mode. The focus of this study is to explore the trend of literature production mechanism after the market-oriented transformation through the analysis of the phenomenon of "germination" revision. The purpose of this study is to study the influence of the market on literary journals and the development trend of contemporary literature in the social and cultural context of market economy. There are two conclusions: one is that the market economy has made a profound change in the production mechanism of literary journals, although this change has both positive and negative effects on literary journals. However, marketization is the only way to the development of literary periodicals. Second, literary periodicals should correctly handle the relationship between literature and market in the process of development. This paper mainly studies the market-oriented transformation of "germination" from four parts. The first part is the background part. This part mainly expounds the living environment and development history before the "germination" revision. This part firstly combs the function, status and pattern of the literary periodicals in the planned economy period, and then after the middle of 80s. This paper discusses the occurrence environment and revision strategy of the literary periodical "revision tide". So we have a clear understanding of the macro-ecological environment before the "germination" revision, and then elaborated the development history of "germination" before the revision in 1996. The second part is the key part of this paper, that is, to explore the process of market-oriented transformation of "germination". This part is divided into two layers according to the time sequence. The first layer discusses how to change the positioning of periodicals in the initial stage of transformation: try to find the combination of market and literature, and the second layer is the focus and difficulty of the whole paper. That is to say, the research on the new concept composition contest, which is the key activity to promote the successful transformation of "germination". The discussion on the new concept composition contest is carried out from three aspects. The first is the background and general situation of the new concept composition contest. The second is the success of the new concept composition contest, the third is the complexity of the contemporary literary production mechanism highlighted by the new concept composition contest. The third part discusses the realization of market-oriented transformation. The changes in the literary production mechanism of "germination" are mainly divided into the cultivation of "star" writers, and the cultivation and exploration of consumer groups. The industrialization operation of literary brand and the content orientation of "good looking" based on "germination". 4th part extends from the case of "germination" to market-oriented transformation. This paper discusses the relationship between literary periodicals and market. Part 5th is the conclusion.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2

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