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在商业宣传中建构新的文化阵地:左翼电影运动与《明星月报》

Constructing a New Cultural Front in Commercial Promotion: The Left-wing Film Movement and the Star Monthly

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【作者】 王艳云蒲桂南

【Author】 WANG Yanyun;PU Guinan;

【机构】 上海大学上海电影学院

【摘要】 左翼电影运动是20世纪30年代中国共产党领导的左翼文化运动的重要组成部分。《明星月报》是左翼电影运动和明星公司共同建构出的新的文化阵地,是左翼电影运动深入电影制片公司,在电影战线上取得的重要成果。与其他文化阵地不同,《明星月报》首先是明星公司的宣传刊物,在其鼓吹左翼文化的同时,必须满足其作品宣传的商业需求,这就迫使左翼文化必须采取一种弹性提焠和柔性渗透的措施,进行思想强化和文化统战。这既是一种斗争的方式,也是协作的策略,这种办刊策略最终不仅成功打造出明星公司和《明星月报》自身的品牌效应,还建构出左翼电影文化新的舆论阵地。《明星月报》是在商业、艺术、政治有机结合的语境下,左翼力量夺取意识形态话语权,拓展思想传播路径的典型代表,它的成功是左翼电影运动宝贵的历史经验。

【Abstract】 The left-wing film Movement was an important part of the left-wing cultural movement led by the Communist Party of China in the 1930s. The Star monthlyserved as a new cultural front constructed by the activists of theleftwing film movement and the Star Film Company. It was a significant achievement accomplished by the left-wing film movement in the film industry. Unlike other cultural fronts, the Star Monthly was first and foremost a publication that promoted the productions of the Star Film Company. While it advocated left-wing culture, it was committed to meeting the needs topromote the company’s works as commercial productions. This forced the left-wing activists to adopt an elastic and eclectic approach to penetrating the world of film for the purpose ofhighlighting ideological orientations and achieving solidarity among filmmakers. This was not only a way of struggle but also a strategy of negotiation. This strategy not only built up strong brand recognition of the brand of the Star Film Company and the Star monthly but also established a new front of public opinion for the left-wing film culture. In the context of the complex interactions among commerce, arts, and politics, the making ofStar monthly’ typifiedefforts of the left-wingers to have their voices heard in public and widen the path of disseminating their ideological messages. Its success provided valuable experiences that led to the triumph of the left-wing film movement.

  • 【文献出处】 电影理论研究(中英文) ,Journal of Film Studies , 编辑部邮箱 ,2021年02期
  • 【分类号】G219.2;J909.2
  • 【下载频次】262
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