超级联盟:战时新华书店的“新华”命名与发行实践

Super Alliance:The Naming and Distribution Practice of Xinhua Bookstore in Wartime

战争时期的“新华”同“解放”一样,都是被赋予特殊政治象征意味的革命语词,二者在意象上前后呼应,无声形塑着广大民众对未来新世界的政治性想象。脱胎于解放周刊社的新华书店在早期的发行实践中探索出一套成熟的延安模式,此模式下的跨界复合运营、高级别体制安排和由报社到书店的发展路径被各根据地与解放区广泛复制,共用“新华”金字招牌的各地书店通过互助和资源共享,联结成具有同一政治目标追求的命运共同体。随着后期中国共产党政权掌控区域的不断扩大和战势的发展,新华书店完全实现从单中心垂直发行到多层级分头发展的转变,成为傲视群雄的超级书业联盟。战时新华书店的命名与发行实践体现了政党政治对宣导活动的重视,从新华书店的发展脉络中亦可窥见中国共产党务实、灵活、高效的执政能力。

In the war period,like“Jiefang”,“Xinhua”is a revolutionary word endowed with special political symbolism.They echo back and forth in image,silently shaping the political imagination of the masses for the new world in the future.Xinhua Bookstore,which was born from Liberation Press,explored a mature Yan’an mode in its early practice.Under this mode,cross-border composite operation,high-level system arrangement and development path from newspaper office to bookstore were widely copied in various base areas and liberated areas.Bookstores sharing the name of“Xinhua”formed a political community with the same political goal through mutual assistance and resource sharing.With the continuous expansion of the region controlled by the Communist Party and the process of the war,Xinhua Bookstore has completely realized the transformation from single-center vertical distribution to multi-level and separate development,and has become a super alliance.The naming and distribution practice of Xinhua Bookstore in wartime reflected the emphasis of party politics on promotion activities.From the development of Xinhua Bookstore,we can also see the practical,flexible and efficient governing ability of Chinese Communist Party.