广告生产、知识再造与经典化传播:近代马克思主义中国化的一个微观视角——基于《上海周报》所刊广告的分析

Advertisement Production,Knowledge Reconstruction,and Canonization of Communication from a Micro Perspective on the Sinicization of Marxism in Modern China Based on Advertisements in Shanghai Weekly

图书不同于一般的商品,它是知识、思想、价值观的承载体,图书广告在传播图书的商品价值的同时,也传播着其所蕴含的文化价值。马克思主义在近代中国传播的过程中,图书是最重要的传播载体,作为马克思主义图书出版发行阅读过程中的重要一环,广告解决了图书如何为公众所知的“最后一公里”问题,这是对图书本身所传递的知识的“再造”。本文对抗战时期《上海周报》所刊马克思主义图书广告作出微观考察,在多重语境的具体分析中厘清主文本(马克思主义图书)、副文本(马克思主义图书广告)、副文本叙事者(出版商或图书编辑)、主副文本叙事时空等要素之间的复杂关系。研究发现,作为“副文本”的马克思主义图书广告联动多方构成了一个新的权力场域,出版商、作家、编辑、读者等,以广告为媒介,通过引用、讲述、阐释、互动等方式盆景式呈现图书的主旨要义,建立起读者对图书的第一印象,同时让读者产生购买行为,进而进入马克思主义学说的被阅读和被接受环节。

Books are different from ordinary commodities,which are carriers of knowledge,ideas and values.Book advertisements disseminate the commodity value of books as well as the cultural value they contain.In the process of spreading Marxism in modern China,books are the most important communication carrier.As an important part of the process of publishing,distributing and reading Marxist books,advertisements solve the problem of“the last kilometer”of how the books are known to the public,which is the“re-creation”of the knowledge conveyed by the books themselves.This paper examines the advertisements of Marxist books published in Shanghai Weekly during the war period,and clarifies the complex relationship between the main text(Marxist books),the subtext(advertisements of Marxist books),the narrator of the subtext(the publisher or the book editor),and the time and space of the main and subtext narratives in the context of multi-contextual analysis.It is found that Marxist book advertisements as“subtexts”link multiple parties to constitute a new field of power,where publishers,writers,editors,readers,etc.,use advertisements as a medium for presenting the main ideas of the book in a potted manner through citation,narration,interpretation,interaction,etc.,to establish readers’first impression of the book,and at the same time,make readers produce purchasing behaviors,and then enter into the Marxist doctrine of being read and accepted link.