【作者】 刘艳玲；

【导师】 张胜冰；

【作者基本信息】 中国海洋大学 ， 中国现当代文学， 2011， 硕士

【摘要】 郭敬明是“80后”作家的代表,他的市场号召力有目共睹。《幻城》、《梦里花落好知多少》的发行量累积超过百万册,在深陷抄袭门后出版的《悲伤逆流成河》再次创下百万册的发行量。这其中不可忽视的是出版商和媒体的作用,在郭敬明这个曾经称为青春偶像派作家身上,可以看到国内出版体制刚刚转型,为了商业利益对作家的开发;而在郭敬明十余年文坛生涯之后,已经成长为集文化商人、杂志主编、出版社副总编辑、传媒公司文学总监等多重身份于一身,他的人生定义已经不仅仅局限文学创作上,而是如何打造文学畅销书产业链。这其中的很多文化现象值得深入研究。《小时代》系列作为郭敬明转型后全力打造的作品,从内容上已经突破了以往的校园文学,开始转向上海这个国际大都市,描写了当下新贵们的生活状态。此外,《小时代》系列作为畅销书,从选题策划到出版发行都遵循现代畅销书的运营模式,向“亲大众性”和市场化方向倾斜,与相应年龄段读者的阅读期待视野相吻合。本文将从《小时代》系列文本研究和出版策划营销两个方面分析作品的畅销原因,并通过实证调查数据分析《小时代》系列畅销背后的文化现象。论文第一部分从《小时代》系列文本的制造契合读者期待视野角度分析,首先从“小时代”这个主题如何迎合了当下大众社会消费心理,其中包括上海新贵的故事满足了读者的猎奇心理、后现代主义的叙述方式顺应了“消费意识形态话语”、以及偶像化人物对爱情的追求适应了青春读者的阅读期待。其次从《小时代》系列的“肥皂剧”叙事模式分析其连载小说、系列图书的写作套路,其中包括尾声出奇、切换画面,以及颠覆性叙述手法的频繁使用。再就是从《小时代》系列中娱乐、性、奢侈品元素的填补分析其浅阅读的特点。论文第二部分从《小时代》系列的策划营销角度分析作品的畅销原因,首先探讨郭敬明品牌与《小时代》系列两者之间的关系,作为青春偶像作家出道的郭敬明已经积攒了大量稳定粉丝群,而成长为多重角色的他市场欲望也不断膨胀。其次是《小时代》系列现代化的营销策划分析,《小时代》系列的金牌策划人的选题策划、精确的读者定位、以及不断深化“小时代”品牌产业链。论文第三部分是《小时代》系列的市场接受实证调查与思考,首先是市场消费情况的调查问卷和统计数据,以及市场消费情况结果的分析;其次是对《小时代》系列畅销现象进行透视,探寻其背后的文化现象,最后是分析《小时代》的意义与缺失。本论文希望通过对青春文学出版的梳理,总结出郭敬明《小时代》系列现代畅销书运营模式的成因,指出《小时代》作为畅销书系列,它的成功并非完全出自个人因素,而是随着国内出版产业的快速发展,青春文学的领军人物郭敬明开始按照现代畅销书模式运作《小时代》系列。从文本制作到策划营销,《小时代》系列明显在借助大众消费时代的推波助澜,刻意地迎合读者与市场。更多还原

【Abstract】 Guo Jingming is on behalf of“post-80s”Writers, as it is known to all, his book is very popular in the market, such as Imaginary City, How many Flowers Fallen in Dream circulation of which is over one million. What’s more, after copy door, Cry me a sad river also released over one million. What can not be ignored is the role of publishers and media. From the idol writer, we can see the domestic publishing system just in transition. After more than ten years in the literary world, Guo has grown to gather businessman, magazine editor, deputy editor-publishers, literature director multiple identities. His goal in life is not only confined to literary creation, but also on how to create a complete industrial chain. And this line can also be seen in the relationship between the press transition and“post-80s”Writers.TINY TIMES as Guo’s new work has already broken the previous school literature, and has begun to turn to Shanghai Wider world after his transformation. From the topics selection to published, TINY TIMES are planning to follow the model of modern best-selling book, which tend to meet the market and horizon of expectations‘s Young readers.This article will analyze the phenomenon of bestseller TINY TIMES from text and publication .Then through market research to analyze the best-selling of TINY TIMES’cultural phenomenon.The first part from TINY TIMES series of text meet the reader’s horizon of expectations to summarize the reason of being welcome. Firstly, from the title of TINY TIMES to meet the current consumers’ psychology, involving the story of Shanghai upstart meet the reader’s curiosity, Narrative of postmodernism conform to the "consumption of ideological discourse", and Idol fiction pursuit of true love which adjust to the youth looking forward. Secondly, from the "soap opera" of the narrative mode of TINY TIMES to analyze the writer’s series of writing routine, such as the Novels always have some surprise in the end, switch screen and the use of subversive tactics. Thirdly, from the content of TINY TIMES‘amusement, sex, luxury element analysis of shallow reading to study. The second part analyzes the reason of best-selling from the point of view marketing planning of TINY TIMES. Firstly, from the relationship between the brand of Gou and the sell well of TINY TIMES. As we known, Guo as Idol writers have lots of fences, when Guo plays multiple roles now, he desire to make a lot of money. Secondly, from the publishers of modern marketing planning, such as the Gold planner’s topic selection, readers’ positioning, and deepening brand of the TINY TIMES industrial chain. The third part from the market acceptance of TINY TIMES analyzes the reason of sell well. Firstly, the author exhibits the data of empirical Investigation and Reflection. Secondly, explains the results of market consumption. Thirdly, interpret this cultural phenomenon. On the one hand, the author analyzes the refraction of cultural phenomenon, on the other hand, analyzes the significance and lack of TINY TIMES.This thesis pursues summarizing the reason why TINY TIMES become the best-selling book by summarizing the publication of youth literature. Then further points out that TINY TIME as a best-selling book, its success is not entirely out of personal factors. With the development of the domestic publishing industry, Guo as the leader of“post-80s”Writers began to operate the TINY TIMES according to modern best-selling book. Obviously, from the text to marketing planning, TINY TIMES was in the era of mass consumption, and deliberately cater to readers and the market.更多还原