文学图像化的后果

On the Consequences of the Picturization of Literature

进入消费时代,影视市场的利益竞争日趋白热化,影视事业已然转化为赤裸裸地为利润而战的影视产业。在这种情势下,影视产品的经济效益成为市场生存的关键。轰动一时的"红楼梦中人"这种大众狂欢式的选秀活动,就是商业化媒介营造娱乐文化景观的典型代表。这场引起海内外普遍关注的"红楼海选"所依凭的魔法是市场那只看不见的手,靠商业运作把持话语霸权和大众媒介,其基本秘诀就是调动一切可资利用的因素,把常赔本的"阳春白雪"变成稳赚钱的"下里巴人"。

Entering an age of consumerism, competitions in the movie and television market are becoming increasingly cut-throat. The undertakings of movie and television have been transformed into a huge industry marked by undisguised and fervent pursuit of profits, Under such circumstances, the economic benefit of movie and television products is vital for their survival in the market. What was known as a successful nine-day wonder--＂the Red Chamber Dream＇s casting competition＂, is a revelry of the masses to select actors, which typically represents a sort of entertainment cultural phenomenon built up by commercialized media. A magic weapon behind this casting competition which attracted attentions from both home and abroad is the invisible hand in the marketplace, namely, to maintain discourse hegemony and monopolize the mass media by commercial operations, the basic secret of which is to mobilize all possible resources at hand to turn the seemingly loss-making highbrow art and literature into surely profit-gaining popular literature or art.