文化食粮的“运输兵”:新中国农村报刊发行员群体初探  

The‘Transport Soldiers'of Cultural Food:A Primer on the Group of Rural Newspaper and Periodical Distributors in New China

作　　者：尹佳 YIN Jia(School of Journalism and Communication,Nanjing Normal University,Nanjing 210009,China)

机构地区：[1]南京师范大学新闻与传播学院,南京210009

出　　处：《北京印刷学院学报》2025年第4期26-34,共9页Journal of Beijing Institute of Graphic Communication

基　　金：2024年江苏省研究生科研创新计划“建国初我国农村报刊发行员研究(1949-1985)”(KYCX24_1752)研究成果。

摘　　要：发行员在新中国农村报刊发行工作中扮演着重要角色,搭建了报刊与农村读者之间的直接关系网,但该群体长期未被学界重视。农村报刊发行员在新中国成立后半个多世纪中历经数次发展,为新中国报业发展做出重要贡献。由农村群众、村镇干部、邮政职员等组成的专职、兼职、义务发行员丰富了农村报刊发行员群体,邮政部门、基层党组等多方力量的介入保障了农村地区发行工作。农村报刊发行员通过招募持证上岗并配套相应的管理培训机制,他们以发行站点为联结实现层层投递,广泛动员群众开展报刊宣传。农村报刊发行员的组建体现了农村群众的主体性、新闻事业的人民性以及发行制度的组织性,是新中国农村新闻事业一项重要且有益的实践。Distributors play an important role in the distribution of rural newspapers and periodicals in New China,building a direct network of relationship between newspapers and periodicals and rural readers,but this group has not been valued by the academic community for a long time.Rural newspaper and periodical distributors have undergone several developments in more than half a century after the founding of the People's Republic of China,and have made important contributions to the development of the newspaper and periodical industry in New China.Full-time,part-time,and voluntary distributors,consisting of rural people,village and town cadres,and postal employees,have enriched the group of rural newspaper and periodical distributors,and the involvement of postal departments,grassroots party groups,and other parties has ensured the distribution of newspapers and periodical in rural areas.Rural newspaper and periodical distributors are recruited and licensed,and are supported by a corresponding management and training mechanism;they are linked to distribution sites to achieve delivery at all levels,and widely mobilise the masses to carry out newspaper and periodical publicity.The formation of rural newspaper and periodical distributors reflects the subjectivity of the rural masses,the people's nature of journalism and the organisation of the distribution system,and is an important and useful practice of rural journalism in New China.

关 键 词：报刊发行 农村报刊发行员 群众办发行 农村报刊工作 

分 类 号：G235[文化科学]