A Study On The Market-orientation Of The "Red Classics"

The "Red Classics" works were produced in a particular historical period, which is a beautiful landscape of the literature history. In recent years, with a large number of "Red Classics" works reprinted, republished and adapted into films and television works, cover of "Red Classics"songs and the development of red tourism have been an important trend in cultural industry development. The "Red Classics" has become an important symbol of cultural consumption in Chinese culture consumer market, and attract a wide attention of the academic and literary circles. Through the study on the market-orientation of the "Red Classics", this thesis finds the deep cultural and social reasons that the "Red Classics" is favored by the people once again, Search for the question that how the "Red Classics" goes to the market and the dilemma and solution in the market process.This article,does the theory explanation about the study on the market-orientation of the "Red Classics" from three parts.The first part discusses the market appeal of the "Red Classics" from the historical, literary history and aesthetic value.The "Red Classics" itself has a great appeal to the market in today's market economy with diverse and multi-polar culture.The aesthetic value of the "Red Classics"works includes the large-scale epic,pure and simple human feelings, popular literary character, revolutionary romanticism and revolutionary optimism. The aesthetic value itself attracts the commercial market in favor. At the same time, the patriotism, heroism and collective has adapted to the national ideology of mainstream culture.According to the French famous sociologist, Pierre Bourdieu's field of cultural production theory, this thesis explains and analysis the generated factors of the market-orientation of the "Red Classics".The support of the state apparatus ideology, commercial mass culture market-driven, cultural reflection and the return of heroism form the generated factors of the market-orientation of the "Red Classics" together. In the second part of the thesis the market-oriented strategy of the "Red Classics" is discussed. Publication and republication is the only way of the beginning and the development. Tow published climaxes push the "Red Classics" into the publishing market. Many "Red Classics" have been adapted into films and television works, animation and games, such as "Tracks in the Snowy Forest","Red Flag Chronicle","Defend Yan'an","Little Soldier——ZhangGa", "Song of Youth",etc.The deep cultural and social reasons of this phenomenon are the pivot in this chapter. To promote the development of red tourism resources, the state developed a "red tourism 2004-2010 National Development Plan",which further promote the market-orientation of the "Red Classics" is a great significance. In the third part, many problems of the "Red Classics"are analyzed and expounded in the process of market-orientation and then looking for the Solution in the process and discuss how to lead the "Red Classics" works better in the market.According to this analyzing fame, the thesis aims to explore the deep cultural and social reasons that people favor the "Red Classics" once again from the market point of view and hope to get some inspirations for the further study of the "Red Classics".This thesis is different from the traditional text analysis.The thesis try to put the "Red Classics" into contemporary context of cultural consumer to re-think and review it based on the text analysis.By revealing the inherent relationship between the "Red Classics"works and the market economy, the thesis looks for an intrinsic link between the literary works and the market, explores the unique economic value of the literary works and provides the better inspiration and reference for the market-orientation of literary works.