《现代》:中国杂志史上的一个“准神话”

Modern:A “To-be Mythology” in the History of Chinese Magazines

1932年5月1日《现代》杂志的创刊既标志着上海文坛在几个月的"灾难的岁月"后的恢复,也意味着中国办刊史上一个堪称"《现代》的纪元"的开始,最终创造了中国杂志史上的一个"准神话"。《现代》的非同人杂志的定位,决定了《现代》不想推动某种"思潮和主义"的非党派性,也因此可以海纳作者,广交读者,这的确是后来《现代》取得成功的一个极为关键的办刊方略。不过,《现代》从杂志的得名即可看出它的"现代性"的取向。如果总结现代中国对西方"现代派"的接受,甚至对现代世界以及"现代性"本身的认知,《现代》杂志起的是独一无二的历史作用。《现代》杂志在具体编辑方针,营销策略,宣传手段,广告运作等方面取得的经验,也堪称是现代出版史上值得大书一笔的案例。《现代》上的广告也构成了杂志试图总体上塑造的"现代感"的重要一部分。不过客观上在"左""右"对垒旗帜鲜明的30年代,《现代》想保持中立的姿态比高空走钢丝都难。

The launch of the magazine Modern on the first of May, 1932 indicates the Shanghai literature forum's recovery from the several months of 'disastrous time' as well as the start of the so called ' era of Modern' in the history of magazines establishment in China, which creates a 'to-be mythology' in thehistory of Chinese magazines. Modern's orientation distinct from others determines its non-party characteristic which holds back from any 'ideological trend and doctrine'. This position enables itself to receive writers from everywhere and make friends with different readers, which is a keystrategy driving Modernto be successful. Nevertheless, the magazine shows its 'modern' direction by its name Modern. It plays a unique role in having modern China accepted western 'modern trend' and even understood the modern world and 'the nature of modern'. Modern can be taken as a great case worthy of rich comments also because of its experience in detailed editing policy, marketing strategy, promotion approach, and advertising management. The advertisement on Moderncontributes to the 'sense of modern' as what the magazine tries to establish in general. But objectively speaking, in the thirties when 'Left' and 'Right'separated clearly and completely from each other, it is as difficult for Modernto erect in the neutral position as standing on the steel string in high sky.