【作者】 赵婧；

【导师】 马小泉；

【作者基本信息】 河南大学 ， 新闻学， 2007， 硕士

【摘要】 当文化产业化的浪潮开始在中国大地涌动并迅速发展的时候,精神文化产品开始了自己的市场化进程,这个变化一方面大大激励了文化产业的发展;另一方面,在市场因素的驱动和多元文化的冲击与影响下,文化市场中也出现一些发人深思的现象,比如近年来被众多学者褒贬不一的“跟风出版”就是一例。近年来,模仿已成为中国图书出版业的常规动作和明显特色。图书出版模仿现象的主要特点是,一旦某个出版社的某种选题或其他出版物要素收到了较好的传播效果和经济效益,马上就会有其他出版社竞相模仿,形成一种图书出版的“模仿趋同”现象。由于学者们对出版模仿现象研究的视角不同,因而对这一现象产生了截然不同的认识,有人把“模仿—趋同”现象说成是文化产品的克隆,是一种资源的浪费;有人认为出版物的趋同化是制约我国图书出版事业发展的瓶颈等等。但也有学者对竞争中的模仿行为给予了另类的评价,认为模仿和创新仅仅是传媒在产品市场中创造利润的两种不同的策略,其地位相当,不存在厚此薄彼的问题。还有人认为竞争优势是可以复制的,提倡媒体更自觉、更有效、更快速的复制竞争优势。分析出版模仿现象的成因,是市场竞争加剧了出版模仿现象,而现代传播技术提升了出版模仿的速度,出版人才现状和管理机制则促成了出版模仿的盛行。从文化发展的角度看,模仿客观上体现了文化的继承性和相互影响。纵观出版的历史,尤其是文学著作的出版历史,编辑和作者受他人作品的影响,借鉴他人的成功经验,模仿成功作品的选题、结构、写作与表现手法甚至书名的现象是屡见不鲜,由来已久的。但模仿成风会使文化失去生命的活力,丧失创新能力的文化产品在历史长河里是注定要被抛弃的。从传播学角度看,模仿行为是对其他媒体创新成果的一种效仿,是对榜样力量的学习。这种模仿使具有优势的出版物要素迅速产生影响,形成规模,客观上扩大了优势产品创新元素的影响和传播范围。但从另一方面看,若不注意控制,则会造成出版资源浪费和盲目的重复出版。从模因论角度看,如果作为文化基本单位的“模因”的传递方式主要是模仿,如果语言模因是模因的主要形式之一,那么,在以语言为核心载体和以文化传承为目的的图书出版中出现模仿现象就不足为怪了。图书出版中的模仿行为存在不同类型,如再造性模仿、改造性模仿、创造性模仿等。文化产品的模仿有不同的层次,把别人的选题或者成果拿过来做些改头换面的处理,再换一个似是而非的书名,这是一种低层次的出版模仿,一种没有文化创新的无意义复制,我们应当摒弃这种无价值的低层次出版模仿,寻求模仿与创新的有机统一。创造性模仿是对模仿对象文化内涵的深刻理解,对模仿对象核心要素的准确解析,对模仿对象成功之处的合理借鉴,是一种理解、解析和借鉴基础之上的再创造活动。预见性地选择优秀模仿对象,科学解析模仿对象的核心要素,创造性开发新的文化产品是创造性模仿的一般策略。创造性模仿和创新共同形成推进社会文化发展进步的合力,在文化传承过程中起着至关重要的作用,同时也不失为一种创新的途径和有效的竞争策略。愿我们的出版业多一些创造性模仿,多一些创新的活力。更多还原

【Abstract】 When the tide of the cultural industry rapidly developed in China, the cultural products started the process of change in the market. The change significantly stimulated the development of cultural industries; on the other hand, because of the market factors driving and the multi-cultural influence, there are some phenomenons which are worth to be thought about in the culture market. In recent years the phenomenon“publishing imitation”is one of these cases.In recent years, the publishing imitation has become the obvious characteristics of Chinese market. The main feature of the book publishing imitation is, once a certain topic or other publications elements received better efficiency other publishers will be ours soon. The phenomenon of“publishing imitation”formed.As scholars have different perspectives on“published imitation”, so there are different understandings of this phenomenon. Somebody says the phenomenon to be clone is a waste of resources; somebody says this is a bottleneck restricting the development of Chinese publishing and so on. But some scholars believe that the imitation and the innovation are two different strategies to create profits, the positions are no difference. And somebody think of the advantage of the competition can be replicated, the media should be more conscious, more effective to copy the competitive advantage.Analysis of the causes of publishing imitation, market competition intensified it, the modern communication technologies enhanced the speed of imitation, publishers and management mechanisms were led to the prevalence of imitation.From the perspective of cultural development, the imitation objectively reflects the cultural inheritance and the influence on each other. Imitation as a form of cultural inheritance plays an important role in the cultural development process. Looking at the history, especially the history of writing publishing, the editors and authors influenced by others to imitate the topics, structure, writing practices even the names, the phenomenon has been so for quite some time and is common.From the view of communication, imitation is a follow on other media innovation. Such imitation made the advantages of copied publication elements expand the scope of the dissemination.From the view of the“meme theory”. If“meme”which is the basic unit of culture is a main mode of transmission of imitation, and if the language is one of the main forms of the imitation. There is no surprising of the phenomenon of imitate in the publishing industry which is based on language and purposed on cultural heritage.There are different types of copy existing in publishing. Such as the reproduced imitation, the reformed imitation, and the creative imitation. Cultural imitations have different levels. To simply copy the others subjects or titles, which is a low-level imitation and has meaningless. We should get rid of the low-level publishing imitation and look for the organic unity of imitation and innovation. Creative imitations depend on deep understanding of cultural connotation; imitate the core elements of the accuracy, and reasonably imitate the success of the target. It is a creative act from the foundation of analysis and understanding. Looking for good target to imitate, scientifically analyzing the core elements, creatively develop the new products, these are general strategies of the creative imitation.Creative imitation jointed innovations make the effort to promote social progress and cultural development, and play a vital role in the process in the cultural heritage. It also can be regarded as an innovative and effective way of competitive strategy. Wish there are more creative, more innovative vitality in our publishing industry!更多还原