再论清末民初鸳鸯蝴蝶派传播思想:语境、意涵与实践

Revisit the Communication Thoughts of the School of Yuanyang Hudie in Late Qing Dynasty and Early Republic of China:Context,Implication and Practice

鸳鸯蝴蝶派的繁荣与清末民初大众媒介的现代化不无关系。本文从鸳鸯蝴蝶派产生的历史语境入手,从社会变革、阶层重组等角度阐述了根植于鸳鸯蝴蝶派思想中的文学商业性和文学娱乐性取向的现实基础和必然性。并对商业化和娱乐化双重逻辑指导下的鸳鸯蝴蝶派在大众媒介上的传播实践进行探索,分析发现鸳鸯蝴蝶派着力于多媒介形式的开拓、媒介内容品质的提升以及媒介经营与管理的多样化。对鸳鸯蝴蝶派传播思想和实践的深入研究,对于我们认识中国早期大众媒介现代化及其发展趋势具有重要意义。

The prosperity of the School of Yuanyang Hudie was related to the modernization of mass media in the late Qing Dynasty and the early Republic of China.Starting from the historical context of the formation of the School of Yuanyang Hudie,this paper expounds the realistic basis and inevitability of the literary commerciality and literary entertainment orientation rooted in the thoughts of the School of Yuanyang Hudie from the perspectives of social reform and class reorganization.The paper also explores the School of Yuanyang Hudie’s communication practice on mass media under the guidance of the dual logic of commercialization and entertainment-orientation,and finds that the School of Yuanyang Hudie foused on the development of multi-media forms,the improvement of the quality of media content and the diversification of media management.It is of great significance for us to understand the modernization and development trend of the early mass media in China to make an in-depth study of the communication thoughts and practice of the School of Yuanyang Hudie.