“祓魔与返魅”:网络文学的技术迷思与市场境遇

“Disenchantment and reenchantment”:Technical myth and market situation of network literature

互联网开辟了一个史无前例的新时代,在技术市场一体化高速发展的背景下,网络文学在接受和适应“网络迷思”的激励和“资本市场”规约的过程中,始终要面对“祓魔”与“返魅”的双重考验。随着网络文学的迅猛发展,行业竞争日趋激烈,网络写手纷纷“封神”,作品数量爆炸式激增,胡编乱写、粗制滥造现象触目皆是,网络文学的“野蛮生长”态势,在圈内圈外引起了普遍的不满与批评,网文“赋魅”之声渐渐转向“祛魅”。但随着网文IP改编的作品频频成为爆款以及其海外传播的风生水起,网文产业开发屡创“文化奇观”,又开启了新一轮的“返魅”。在技术迷思与市场竞争语境下,网络文学如何应对“祓魔与返魅”的考验,探寻繁荣有序的发展之路,是一个值得认真探究的问题。

The Internet has opened up an unprecedented new era.In the context of the rapid development of technology and market integration,the nascent network literature has always been facing the double test of“disenchantment”and“re-enchantment”in the process of accepting and adapting to the incentives of“internet myth”and the stipulations of“capital market”.With the rapid development of network literature,the industry competition has become increasingly fierce.The network writers apotheosize themselves one after another and the number of their works has exploded,with the phenomena of random writing and shoddy fabrication existing everywhere.The trend of the“barbaric growth”of network literature has evoked widespread dissatisfaction and criticism,and the voice of“enchantment”has gradually turned to“disenchantment”.However,with the frequent popularity of IP adaption works and their rapid overseas dissemination,the development of network cultural industry has repeatedly created“cultural spectacles”,and has sparked a new round of“re-enchantment”.In the context of technological myth and market competition,it is an issue worthy of serious research for network literature to deal with the test of“disenchantment and re-enchantment”of network literature and to explore a prosperous and orderly development path.