作者即意见领袖——柳永和苏轼代表的宋词传播模式

Writer as Opinion Leader——Song Ci Communication Model Represented by Liu Yong and Su Shi

传统流行文化的传播有一个非常有趣的现象:作者即意见领袖。对社会传播有清晰认知的作者,对自己的创作抱有较高的社会期待,亲身参与作品传播过程。柳永交接四方,编词传习,主动向上层朝丞、皇帝和下层市民、妓女推荐作品,同时在作品中巧妙描写,侧面推高词人身份和词作价值。苏轼则利用文坛领袖的声望,整合文坛力量,化身意见领袖,直接站出来谕扬己作,评价词坛,引领词学风尚,引导“歌者的词”向“诗人的词”转变和新型豪放词风的成长。

There is an interesting phenomenon on the traditional popular culture communication:the writer as the opinion leader.The writers who have the clear recognition about the social communication and high social expectation about their own works participate in the communication process.Liu Yong has the wide social circle and composes the poems to be popular.He not only actively makes himself known among the emperor and the people in the upper class but also popularizes his works in the lower class including prostitutes and even enhances his status and work value by carefully designed writing.While Su Shi takes advantage of his own fame and unify the other writers to be the leader to directly praise his own works.Su Shi gives comments about the literature works,makes the style turning from “singers’ ci” to “poets’ ci”,and develops the new unstrained style of ci.