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在中国现代文学作品的生产、传播、接受过程中,以报纸文艺副刊为主体的文学传媒起着重要作用。现代文学作品在进入报刊发表阶段之后,必然要经历“媒化”进程。文章以《大公报·文艺副刊》为研究对象,考察《大公报》的媒介定位与受众策略对于《大公报·文艺副刊》的潜在规制,进而分析《大公报·文艺副刊》的编辑在保持较高文学水准的同时,如何运用媒介营销策略来调节和配置文学资源,并取得社会效益与经济效益的最大化。
In the process of production, transmission and acceptance of modern Chinese literary works, the literary media with newspaper literary supplements as the mainstay plays an important role. After entering the stage of publication of modern newspapers, modern literary works will inevitably experience the process of “mediaization”. This paper takes “Ta Kung Pao · Literary Supplement” as the research object, examines the potential regulation of “Ta Kung Pao · Literary Supplement” in the media positioning and audience strategy of “Ta Kung Pao”, and then analyzes the editors of “Ta Kung Pao · Literary Supplement” in maintaining a high literary standard At the same time, how to use media marketing strategy to adjust and allocate literary resources, and achieve social and economic benefits maximization.