粉丝文化驱动下的美国YA文学出版业发展探究

On the Development of YA Literature Publishing Industry Driven by Fan Culture in the USA

社交媒体时代粉丝文化影响力得以彰显,以青少年为终端受众群体的YA文学图书逐渐受到市场关注,美国YA文学出版产业也发生新变化。在新出版环境下,美国YA文学出版产业整体上仍处于第二黄金时代,虽然面对市场转型挑战但仍保持增长。但市场主题无法再现“下一个《哈利·波特》”的热点引领效应,而是从一枝独秀走向多元并举。在营销方面,美国YA文学出版产业显现出从影视改编走向社会化推广的新媒体特征,尤其是社交媒体短视频成为YA市场新宠,与用户建立准社会互动关系成为作者、出版商和零售商的重要选择。

In the era of social media,the influence of fan culture has been highlighted.YA literature books with teenagers as audience have gradually attracted market attention,and new changes have taken place in the USA.In the new publishing environment,the YA Literature Publishing Industry in the USA is still in the second golden age.Although facing the challenges of market transformation,it still maintains growth.However,the market theme cannot reproduce the hot leading effect of“the next Harry Potter”,moves from a single show to multiple development at the same time.As far as book marketing,the USA YA literature publishing industry shows the new media characteristics which from film and television adaptation to social promotion.In particular,social media short videos have become the new favorite of YA market,and establishing quasi social interaction with users has become an important choice for authors,publishers and retailers.