上海晨光出版公司与现代长篇小说的传播接受——以晨光文学丛书为例  

The Relationship Between the Dissemination and Reception of Modern Novels and Shanghai Chenguang Publishing Company: A Case Study of Shanghai Chenguang Literature Series

作　　者：陈思广[1] 王娇[1] CHEN Siguang WANG diao(School of Literature ＆ Journalism, Sichuan University, Chengdu 610065, China)

机构地区：[1]四川大学文学与新闻学院,四川成都610064

出　　处：《重庆三峡学院学报》2017年第2期62-68,共7页Journal of Chongqing Three Gorges University

基　　金：2012年度教育部人文社会科学研究规划基金项目"中国现代长篇小说的传播与接受研究"(12YJA751003)阶段性成果

摘　　要：上海晨光出版公司依托文人情谊与走名家路线,出版高水准的晨光文学丛书,彰显出鲜明的品牌效应,成为1940年代后期最著名的私营出版公司之一。其成功的经验在于:在出版策略方面,晨光出版公司采取前期出版名家新书、后期出版名家旧著为主的出版方略,有效地保障了晨光文学丛书的活力与读者群以及出版公司的经济效益。同时,充分尊重作家的创作个性,力求文体多样化,使丛书的风格更显丰富性。在装帧设计、广告、运营等方面,晨光出版公司既承续了良友的特点,又破旧立新,形成了鲜明的"晨光特色"。虽然在接受上,晨光出版公司成立较晚,加之时代的巨变,使晨光文学丛书的接受呈现出明显的倾斜性,但晨光出版公司在出版、传播新文学经典方面,成绩卓著、特色鲜明,其成功的经验值得汲取。Because of its literati friendship and master course, Shanghai Chenguang Publishing Company published high-quality literature series with great brand effect, thus it has become one of the most renowned private publishing companies in the late 1940s. The reasons for its success lie in the following aspects： in publishing strategy, it published new literature works first and then masterpieces of writers, which ensured the vitality of its published works and its readership as well as economic returns, while writers＇ creativity and originality were given full play so as to enrich the diversity of styles. In terms of binding design, advertising and management, it has unique characteristics, its consistent cover design and harmonious and elegant elements highlight ＂Chenguang features＂; the inviting illustrations help to draw readers＇ attention; and the focused advertisement policy, the master-based and reading-based readership policy and differentiated marketing work well. Although there is tilt in the range of readership because of the time of establishment and the profound changes in the era, it is undoubted that Shanghai Chenguang Publishing Company has set a good example in publishing and disseminating new literary classics.

关 键 词：上海晨光出版公司 晨光文学丛书 现代长篇小说 传播 接受 

分 类 号：G23[文化科学]