The Rewriting Of "The Red Classics" In The Context Of Consumer Culture

" Red Classics" is defined in Mao Zedong" literature and art in Yanan the speechon the informal discussion" under the guidance of the spirit of the creation of ChineseCommunist Party under the leadership of reflecting the social and political movementsand ordinary workers living model works, including novels, plays, television, radio,music, paintings, etc.. Since the nineteen ninties, since the cultural revolution afterthe silence and many were criticized the work, in the popular culture consumptionmarket of packaging, again returned to the people’s cultural field of vision.And red classics" culture, contemporary Chinese aspects have undergone profoundchanges. In the global integration of the international background, Chinese society intoa plurality of state space. The traditional centralized political structure is broken, openand commercial awareness win support among the people, social transformation bringsculture change, traditional art, aesthetic is incorporated in the commodity productionand circulation fields are generalization, appeared in the daily life aesthetic tendency.Red classics, this group of literary work model has also been incorporated intoconsumer culture field, were made to meet people’s daily cultural needs ofentertainment products.Pluralistic society creating a pattern of the coexistence of multiple aestheticcultural form, thematic culture, elite culture, consumption culture constitutes the mainbody of contemporary aesthetic culture. Current, in three kind of culture, consumptionculture break in in full fury, it broke over the main theme of cultural" one branch alonebeautiful" situation, at the same time have squeezed the elite culture to the audiencesand the market. On one hand, the consumption culture transformation of the mainmelody culture, elite culture, its acceptability, popular culture, elite culture as the maintheme of the popularity and development provided beneficial inspiration; on the otherhand, thematic culture, elite culture and elegant character is also to some extent makeup for the consumption culture plane, vulgarization and defects. Three Yuan culturegame, competition, become the main feature of contemporary aesthetic culture. Redclassics as the main theme of cultural products, with elite culture, consumer culture in context, this means that the commercial potential and brand value, with wasre-interpreted space and meaning.The rise of consumer culture, changed people’s way of life. The mass media, suchas radio, television, movies, the Internet and other new media become the culturalacceptance and the main sources, literary status marginalized, mass media with itspowerful entertainment features dominate people’s lives. While the image with its vivideffect, beautiful picture, audio-visual experience becomes people to obtain information,perceived history, important way to learn about the world. Spread and acceptance ofchanges in the way, as the red classics adapted to provide an opportunity.On the red classical work for TV adaptation activities began in2000, until now,have all sorts of items present a splendid sight, the red classic film or TV playbroadcasts emerge in an endless stream. In the artistic form of the conversion process,as a result of consumer awareness of the penetration and adaptation, red classic story isexpanded or restructuring, the original rational narrative also adds a lot of the milk ofhuman kindness, divine hero image from the altar to earth, with many of the world’.Such consumption transformation, to a certain extent, reversed the original too rational,political narrative, made up of heroes on humanity, human loss, expansion andenrichment of the red classic connotation, as the Red Classics and the popularity ofinheritance made useful contributions, presents the new spirit of the times.In the process of global integration, Chinese society into a spatial chaos, nationalculture, ideal and belief situation are extremely difficult, the red classics adapted therestatement of history, alleviate the current increasing ethnic identity crisis, for thesustainable development of national culture provides abundant cultural resources. Atthe same time, works in the publicity to holding to the faith, the ideal attachment, onthe bright yearning for the poor, weak, mass culture has injected a fresh, strong strength,carry forward the Chinese traditional literary aesthetic, criticized the current privatewriting, body writing spread of undesirable ethos, for Contemporary Chinese Literaturedevelopment provided important inspiration. Works of revolutionary heroes embodieda kind of collectivism, patriotism, dedication, the courage to sacrifice, noble quality,reflects the current moral landslide social problem, for reshaping social value system,the public aesthetic taste has a positive guiding role. However, consumer culture is essentially a kind of economic behavior, in order toobtain the established economic interests, adapted not to cater to the needs of themarket, and some adapted intends or has no intention to popular culture, popularculture debris " collage" into the red classic drama, caused the value scale distortions,and the aesthetic experience of superficial, the red classics adaptation appearedvulgarization, low-grade undesirable tendency. This is with the market orientedadaptation, while it is possible to obtain a brief sensation effect, but violated nationalsacred historical memory, collective memory, degrade red classic literature value andclassic character, is not conducive to contemporary art and the health development ofthe national culture. Therefore, whether it is adapted, or the audience should be treatedseriously, rational criticism.