网谈录：比较文学方法的跨学科应用及其前景

An Intemet Conversation:The Interdisciplinary Application of the Methods of Comparative Literature and Its Prospect

在众多的比较学科中，像比较文学这样经过一百多年演进，在发展中建构起独特的研究理论、系统研究范式和方法，并在发展过程中不断前行的学科似乎并不多。那么，在比较成为今日学术现代潮流之一的今天，这些研究理论和范式方法除了适用于比较文学学科内部之外，是否能够挪用于其它学科和研究领域呢？本文以特定的个案研究为基础，尝试从文类学、题材学、形象学和比较文化研究等不同的范式和方法出发，去探讨将这些理论方法应用于媒介和广告传播学科领域的可能及其问题，并思考其对于比较文学自身发展的意义。

Among many comparative studies, comparative literature is imcomparable with its unique systematic theory, research paradigms and approaches formed in more than one hundred years development. Since comparative study is popular in today＇s academic research, can the research theory and paradigms of comparative literature be applied to other fields other than comparative literature？ This paper makes a case study to talk about the adoption of those theories and approaches in media and advertising communication fields from the perspectives of genrology, thematology, imagology and comparative study of culture. As a result, this is to reveal its significance to the development of comparative literature itself.