A Study Of Market-orientation Of Yu Qiuyu's Prose

With the development of modern market economy, newspapers, TV, Internet and other mass media are developing rapidly. Traditional literary forms are also evolving which results in much closer relationship with market. So people perceive the world and lead their life with new perspectives because of the diverse understanding of culture brought by different cultural patterns in this market-oriented society. Authors are influenced by this orientation and begin to make a change. Among those authors, Yu Qiuyu becomes a pioneer whose works have a clear market-oriented direction. This thesis focus on the market-oriented influence on Yu's prose from the following parts:the reading of his prose, the relationship between reader demand, mass media and his prose, the market elements used in the promotion of his writing. And this thesis will use well-understanding aesthetic theory, media theory, marketing theory, popular culture theory as well as cultural studies and text analysis to understand the market-orientation of Yu's prose.The first part of this thesis focuses on the connection of Yu's prose and audience demand. Firstly, I tried to find the historical background between Yu's prose and audience demand by analyzing the intellectuals'role switching and the current situation of prose. Secondly, I wanted to have a deep understanding of his efforts in promoting the connection of prose writing and audience demand by studying his courage of meeting readers'need out of his study. Thirdly, I was quite interested in the success of his prose. I hoped to find the unique characteristics of his prose which make them accepted by the audience.The second part of this thesis focuses on the connection of his prose and mass media. Firstly, I analyzed the close relationship between his prose and mass media under this market circumstances, and explaining the connection of literature and media. Secondly, I found the "Tour at the Turn of the Century" was an example in case to explain the success on the connection of literature and media. Thirdly, I explained the reason of his popularization and the influence of this popularization on his prose writing from the study the close relationship between traditional writing and popularization in modern society.The third part of this thesis focuses on the market tools used to promote his prose to the market. Firstly, I realized that self-promotion played a key role in his success. I'll try to explain the power of self-promotion in detail. Secondly, I wanted to point out that the press was really important in modern society. To some tent, he couldn't succeed without the support of a powerful press. The Writer Publishing House would be an excellent case to explain this point. Thirdly, the media's propaganda promoted the prose-selling as well.The fourth part of this thesis focuses on my opinion of the market-orientation of his prose. Firstly, the market-orientation of his prose is a breakthrough of traditional prose which individualized in the content, the forms, the prose-style and the market-orientation. Secondly, his success provides a good example for those who want to combine their works with market-orientation in modern society. Thirdly, I would point out those problems caused by the market-orientation of his prose.This thesis attempted to analyze Yu's prose deeply from the market-orientation, the historical factors, cultural factors and social factors as well as reasons of his success in drawing readers' attention. I have summarized advantages and disadvantages of the market-orientation. In addition, this paper is different from other studies on Yu's prose. Comparing with the limited study of artistic characteristics, figures of language, text and other features of Yu's prose done by other paper, this paper focused on the relationship of literature and the market. In summary, the market-orientation study of Yu's prose is the innovation of this paper.