Research On Literature Publishing And Literary Ecology In The New Century

At the beginning of the 21 st century,globalization swept across all fields of social life.Communication is becoming more and more frequent across countries,regions,nations and cultures,which continues to expand and rewrite the people's perception of the natural world and human society.All of this has a significant effect on production and communication of literature.In the context of globalization,mediaization and marketization,literature publishing in the new century has undergone profound changes of ideas and comprehensive market transformation,quickly growing into the mainstream power of literary production,communication and consumption.It is largely rewriting the whole appearance of literary ecology,and the new century literature also presents some new features.According to this historical and cultural background,the author discusses the development and change of literature from the point of literature publishing.A new pattern of the study is established in order to study literary ecology in the new century.Different from the traditional literature research paradigm,which starting from the writers and their works,literary trend and genres,etc,literature is studied in the view of marketization,industrialization and mediaization.Through combined the external research with the internal character,the macro discussion and the intensive reading of the text,the author discusses the multiple impact and restrictive relationship between literature publishing and the new century literature.By combining literature publishing with the cultural function,media characteristics as well as the value orientations and so on,the author specifies the evolution of literary production opening to market,which is in the course of literary production,communication,and reception.Under the influence of media power,it is illustrated that the links of literary production,culture transmission and market consumption have the multiple interactive of the ecological status.The work presented in the paper starts from the context of new era,and introduces in detail the sociocultural environmental characteristics of the ideological and the cultural situation of pluralism and coexistence,along with the cacophony in the media landscape since the new century.On discriminating the rules of changing times about literature production and consumption,it is specifically discussed that literature publishing is evolved from the style of freeing the minds and going back to publication essence in the 1980s,to multi-dimensional exploration for publication transition in the 1990s.Now in the new century,literature publishing pays more attention to marketing management with the reforming deeply.It is also studied how literature publishing shapes the literary production,communication and reception.And on this basis,it puts emphasis on the publishing-oriented feature in the literary production mechanism.The market-oriented publishing function adjustment which has an important effect on editorial role,writers' psychology and the tastes of readers,is extensively discussed.Meanwhile,take main melody literature,popular literature and the pure literature,for instance,accounts for the differentiation of literature space,and gives an insight into the infiltration and expansion of media power in the field of literature.Specifically,in the paper,literary best-seller production and pure literature production are chose as the practical research area,and a method is investigated for an in-depth study.In the field of literary best-seller production,through a lot of successful market planning cases of best-seller books,the author demonstrates the characteristics and performances of the best-seller production mechanism which is gradually becoming more mature.Based on the phenomena about film and television writing on involving the image,modeled writing on chasing fashion,and the work of famous writers on facing market requirements,it mainly analyzes literary best-selling production trend,which is from the personality in creation to the socialization of commercial writing.Accordingly,it refines the writing and reading habits of popular,entertaining trend as well as fast-food fashion during the prosperity of popular literature.Moreover,the author focuses on the development course and bestsellers operational strategies of private book industry,providing the valuable analysis and thinking about its important station of the book-selling market in the new century.In the field of pure literature production,the writing and publishing conditions are relatively anti-popularization.By discussing the aesthetic exploration of the prosperity of urban writing,local writing and folk narration,daily narrative of the grand history,it is explained how literature publishing controls the real literary production.As a result,it has a clear explanation about the representative publishing tide of novels and"year-selection" phenomena in the new century.Based on the above-mentioned research,the author finally takes the relationship of best seller and length seller,for example,deeply analyzes the main problem of literature production and communication in the new century,and then comes to conclusion that brand strategy is the effective way of literature publishing to construct market image and improve competitiveness.It is emphasized,in this paper,that literature publishing should adhere to the connotative development,strives to build the cultural products of core competitiveness.From the cultural self-consciousness and the value guide of a literary editor,as well as the "win-win" strategy of literature publishing,it is necessory and important to construct the healthy literary ecology.The literature publishing development of marketization and industrialization,is not only the objective need of developing our socialist market economy,but also the inevitable choice of receiving globalization challenge.During the course of literary innovation,literature publishing reflects the hurly-burly of market,and also accommodates the free development of diverse arts.On that account,we can't use the market standards to measure literature,but to strongly support the elaborate works of literature,gradually increase the culture grade of popular literature,and actively lead the literature and art work to suiting both refined and popular tastes,according to the development of contemporary culture and the public aesthetic needs.Only in this way,we can realize the unification of "elegance" and "popularity",art value and commodity value,social benefit and economic benefit,thereby constructing and developing the healthy ecological environment of literature with the high-grade cultural products.