【作者】 易图强；

【导师】 莫志斌；

【作者基本信息】 湖南师范大学 ， 中国近现代史， 2011， 博士

【摘要】 “畅销书”有狭义与广义之分。狭义的“畅销书”,是指在图书市场中通过读者的购买行为而产生的畅销书；广义的“畅销书”,既可以是在图书市场中通过读者的购买行为而产生,也可以是通过行政手段发放或摊派而产生。畅销书的本质是,在一定的时间里迅速形成了对某类或某种图书的群体性追捧、阅读的社会行为。只要具备这一特点,任何图书都可以视为畅销书。图书的畅销,不仅是经济现象,而且是政治现象、文化现象,在素来重视政治、文化的中国更是如此。拙文以广义畅销书为视野,对中华人民共和国建立以来40年间(有时酌情延伸至1989年以后)畅销书的出版传播活动进行纵向研究。新中国40年间畅销书的出版传播可以划分为五个历史时期：1949.10—1957.5,1957.6—1966.4,1966.5—1976.10,1976.11—1982.9,1982.10—1989.5。每个历史时期具有不同的历史特征与历史主题。受此制约,每个历史时期畅销书出版传播的特点及其形成的历史原因各不相同,每个历史时期出版的畅销书所产生的历史作用、影响也各不相同。1949.10—1957.5,是中国社会制度发生转变的时期——从新民主主义社会过渡到社会主义社会的时期。这一时期的畅销书出版传播具有以下特点：文学畅销书的出版传播丰富多彩,俄苏译著的大量出版与畅销成为时代标签,爱情与性知识图书的出版传播热成了奇特风景。废旧立新、蓬勃向上、“多元并举”、“百花齐放”的时代精神,使这一时期的畅销书出版传播整体上呈现生动活泼的气象。例如,20世纪50年代尤其50年代的早期、中期,文学畅销书的出版传播丰富多彩。革命文学图书成为文学畅销书出版传播的主干,中国古典文学图书、以新中国建立前进步作家的作品为代表的中国现代文学图书乃至西方资本主义文学图书的出版传播也都枝繁叶茂,这是20世纪60年代前期难得一见,更是“文革”时期根本见不到的现象。根本原因在于当时意识形态对文艺的控制比较宽松。革命文学图书的空前畅销产生了巨大影响：培植了广大民众的革命英雄崇拜情结,传播了爱国、爱共产党、爱人民,反侵略、反压迫、反剥削的主流价值观。1957.6—1966.4,是中国开始全面建设社会主义的探索时期。这一时期的畅销书出版传播发生了新的变化：中国革命文学图书继续大量出版发行但遭受挫折,苏联译著的出版传播暗淡下来；和平年代英模事迹畅销书骤然增多,影响巨大；阶级教育畅销书的出版传播热前所未有；科学技术尤其是中医药畅销书成为图书市场一道亮丽风景。“斗志昂扬”、“火药弥散”的时代特征,使这一时期的畅销书出版传播呈现曲折发展的态势。例如,从20世纪50年代末起,中国引进出版的俄苏译著急剧减少,1960年之后几乎绝迹。这是1956年后中苏关系日益恶化的必然产物,也是中国翻译界、出版界有意识地破除对苏联的迷信之反映；1963.4—1964.11,专门的阶级教育读物纷纷出版并广为流传,这是当时阶级斗争迅速扩大化的直接表现,是社会主义教育运动对图书出版业提出的必然要求。专门的阶级教育读物使青少年儿童增强了阶级观念,提高了革命警惕性,但历史尘埃落定之后,就会发现,这种畅销书为“左”倾错误的蔓延起到了推波助澜的作用,让仇恨的种子种植于稚嫩、纯洁的少年儿童的心灵。1966.5—1976.10(“文革”时期),是中华民族历史上罕见的疯狂年代,是新中国建立以来的噩梦岁月。这一时期畅销书出版传播的特点是：毛泽东著作泛滥成“灾”,“大批判”文集铺天盖地,“样板戏”图书独一无二,浩然作品的畅销成为奇迹,“赤脚医生”图书成为时代标志。迷信盛行、万马齐喑的时代特点,使这一时期的畅销书出版传播呈现畸形、扭曲的局面——品种极其单一,极不平衡。例如,这一时期,毛泽东著作的出版发行发展到疯狂的地步,这是因为：“文革”开始后出版发行毛泽东著作成为压倒一切的政治任务,林彪对毛泽东著作别有用心的鼓吹与奉承,人们盲目崇拜毛泽东。“文革”时期疯狂出版发行毛泽东著作,加剧了个人崇拜,强化了现代迷信,为林彪捞取了政治资本,客观上在一定程度上起到了传播知识的作用。科学技术图书是“文革”时期的一大畅销板块,最具个性的科学技术图书是“赤脚医生”图书。“赤脚医生”图书大量出版发行的基本原因是：贯彻毛泽东“把医疗卫生工作的重点放到农村去”的指示,响应毛泽东“备战、备荒、为人民”的号召。“赤脚医生”图书是“赤脚医生”获得医药知识的重要途径,甚至成了他们现学现用、现查现医的救急书。1976.11—1982.9,是拨乱反正时期,是从以阶级斗争为纲的时代向以经济建设为中心的改革开放时代的过渡时期。这一时期的畅销书出版传播具有以下特点：严重“书荒”之后国民“大补”文学名著,文化教育图书猛然增多并形成销售热潮,以拨乱反正为主题的一批畅销书应运而生,出现了工具书、通俗文学作品、日常生活图书、经济图书和少儿读物的出版传播热。拔乱反正、初步改革的历史主题,解放思想、渴望知识的时代精神,使这一时期的畅销书出版传播呈现丰富多彩、生动活泼的景象。例如,文化教育图书空前畅销,这是1977年恢复高考后全社会重视教育、崇尚知识、尊重人才的体现。这一时期出版的中小学教辅、大中专教材和工具书等方面的畅销书,极大地促进了教育的恢复与发展,广泛地传播了文化科技知识。这一时期出版的最具轰动效应的文学畅销书是《第二次握手》,它突破了“文革”时期强加于文艺创作的清规戒律,解放了思想,解放了人性,推动了拨乱反正,促进了科技发展。1982.10—1989.5,是改革开放全面展开、向纵深发展时期。这一时期的畅销书出版传播具有以下特点：邓小平著作发行量巨大；经济学著作、教材继续热销；法律图书的出版传播开始掀起了高潮；金庸的武侠小说与琼瑶的言情小说如火山般爆发；严肃文学作品与通俗文学作品分庭抗礼；西方人文社会科学著作大行其道。改革开放、思想启蒙的历史主题,使这一时期的畅销书出版传播呈现波澜壮阔、气象万千的景象。这是国民阅读的沸腾岁月,是图书出版传播的黄金时代。例如,1979—1989,经济学著作、教材纷纷出版并畅销起来,原因在于：高等院校的恢复与高等教育的发展,为经济学教材提供了稳定的读者群；经济的调整、发展与经济体制改革的日益推进,为经济学著作、教材的出版传播提供了直接的推动力；拨乱反正、改革开放的时代主题,为经济学著作、教材的面世与流行创造了宽松的政治环境；行政力量的参与和媒体的宣传,让经济学著作、教材的流传如虎添翼。经济学畅销教材、著作推动了经济体制改革,促进了经济的发展,为经济学人才的培养做出了重要贡献,也增加了人民群众的经济收入。20世纪80年代中后期,以金庸与琼瑶的小说为代表的港台通俗文学作品的出版传播如火山般爆发,这是由于：从1984年下半年开始,以城市为中心的改革全面铺开,形成了庞大的农民工群体和市民阶层；从1985年开始,以市场为取向的出版经营体制改革有了实质性突破,迫使出版社不得不重视经济效益;版权保护意识的缺乏,民营书业的兴起,客观上促进了琼瑶与金庸小说出版传播的繁荣；金庸与琼瑶的小说契合了20世纪80年代中国人的审美需要和阅读心理。以金庸和琼瑶的小说为代表的港台通俗文学畅销书,解放了国人的人性,为大众提供了文化营养,促使编辑出版人员开始转变观念,推动了中国大陆本土通俗文学的发展。在20世纪80年代,晦涩难懂的西方人文社会科学译著也大行其道,这是现代化建设的需要,是启蒙的需要,是协作出版结下的硕果。西方人文社会科学畅销书对中国人(尤其是知识分子、大学生)起到了思想启蒙的作用,而且泽惠于后世,成为中国现代化建设的宝贵精神资源。“文革”结束以前和改革开放以后,畅销书在传播者、传播内容、传播渠道、受众、传播效果五个方面有着明显的区别。例如,就传播内容而言,“文革”结束前,主要流行政治理论读物和革命文学作品,而改革开放后,主要流传文化教育读物、经济读物和娱乐休闲读物。就文学畅销书而言,“文革”结束前,革命文学经典、俄苏文学作品洛阳纸贵,而改革开放后,港台文学作品、西方文学作品风行中国。在新中国40年间,最稳定的两类畅销书是政治理论类和科学技术类,起伏最大的两类畅销书是文学类和文化教育类。新中国畅销书的出版传播与时代变迁之间具有密切关系。一方面,时代制约着、决定着畅销书,另一方面,畅销书反映着时代、影响着时代。前者是指,畅销书是时代的产物。时代的迫切需要催生了体现这种时代要求的畅销书,时代创造了某种图书得以畅销的条件。时代的特点与需要,决定着畅销书的选题结构,决定着畅销书的主题与功能,决定着畅销书的文本。畅销书的出版传播依托于时代、依赖于时代；后者是指,一定时代的畅销书体现该时代的历史特征、历史主题,映射该时代的社会心理、大众心态,体现该时代的政治、意识形态的要求,体现该时代经济发展的特点,体现该时代国民的知识水平、思维水准与精神高度。图书的畅销又影响着时代的发展,或是推动社会发展,或是阻碍历史前进。总之,时代作用于畅销书,畅销书又反作用于时代,即畅销书离不开时代,时代又呼唤畅销书。畅销书是时代的符号、标志,是反映历史特征、历史主题的载体,是记录时代精神、大众心态的媒介。畅销书是社会变化的睛雨表,是时代变迁的映射,是观察历史发展的窗口。因而,畅销书嬗变的过程,折射出时代变迁、社会演变的轨迹；畅销书的文本,浓缩了所在时代的政治、经济、社会心理的面貌与国民的阅读水准。新中国畅销书的出版传播史,是新中国时代变迁、社会发展的缩影。勾勒新中国畅销书的历史嬗变,剖析其形成的历史原因,分析其产生的历史作用、影响,解读其文本(包括内容与形式),是考察新中国时代变迁、社会发展的特点与规律的非常有效的途径。更多还原

【Abstract】 "Best-sellers" has the branch of broad sense and narrow sense. Narrow sense of "Best-sellers" refers to the book market through the reader’s buying behavior resulting from " Best-sellers "; broad "Best-sellers", either in the book market through the reader’s buying behavior and which can also be by payment or apportionment of administrative measures arising. The nature of Best-sellers is, in a certain time, the rapid formation of certain types or groups of a sought after book, reading social behavior. Having this feature, any book can be regarded as Best-sellers. Best-sellers, not only economic phenomenon, but a political phenomenon, a cultural phenomenon, especially in China. I argue for the Best-sellers by broad field of vision, since the founding of the People’s Republic 40 years (sometimes extended to the appropriate after 1989) Best-sellers published longitudinal study of communication activities.Publication communication of 40 years of New China’s Best-sellers can be divided into five historical periods:1949.10-1957.5,1957.6-1966.4, 1966.5-1976.10,1976.11-1982.9,1982.10-1989.5. Each historical period has a different historical characteristics and historical themes. Caveat, each historical period characterized by the spread of Best-sellers published in the history of the formation of different reasons, each historical period produced Best-sellers published by the historical role of the impact is different.1949.10-1957.5, is a period of transition China’s social system-transition from a democratic society to socialist society. During this period the spread of Best-sellers published with the following characteristics:the publication of literary bestseller spread colorful translations of Russian and Soviet publishing and selling a large number of times label, love and knowledge dissemination of book publishing has become exotic landscapes heat. Waste Lixin, vigorous, " multiple simultaneously", "Hundred Flowers" spirit of the times, which presents a lively publishing phenomenon. For example, in the 1950s, especially in the early 1950s and mid-term, Best-sellers published literature spread colorful. Revolutionary literature books become the spread of the trunk, Chinese classical literature books, before the establishment of new China, represented by the works of progressive writers of modern Chinese literature books literature books as well as Western capitalism spread of the publication also flourish, which is rare in the early 1960s and also the "Cultural Revolution" period. Fundamental reason is that the ideology of the arts was more relaxed control. Revolutionary literature, Best-sellers ever had a tremendous impact:to cultivate the majority of the people’s revolutionary hero worship complex, spread the mainstream values of patriotism and love of the Communist Party, the people, aggression, anti-oppression, anti-exploitation.1957.6-1966.4, is the period of China beginning to explore building socialism. During this period the spread of Best-sellers published new changes have taken place:a large number of Chinese revolutionary literature books published, but suffer setbacks, publishing translations spread of Soviet dim; deeds of heroes in peacetime a sudden increase in Best-sellers, a tremendous impact; best-selling class education publication of the book spread heat unprecedented; science and technology, especially in the medical book market Best-sellers into a beautiful landscape. "Morale", "powder dispersion" characteristics of the times, which presents zigzags and by roundabout ways. For example, from the late 1950s, China imported translations published in Russian and Soviet sharp decline after 1960 is almost extinct. This is the worsening Sino-Soviet relations in 1956 after the inevitable outcome, but also the Chinese translation industry, the publishing industry consciously break the superstition of the Soviet Union to reflect; 1963.4-1964.11, special education and reading classes have been published and widely circulated, it was rapid expansion of the direct class struggle, the performance of the socialist education movement of the book publishing industry, has raised the necessary requirements. Special education and reading to young children in the class enhances the concept of class, to improve the revolutionary vigilance, but the history of the dust settles, you will find that this Best-sellers is "Left" errors played a role in fueling the spread, so planting the seeds of hatred in the tender, pure hearts of children.1966.5-1976.10 (the "Cultural Revolution" period), is crazy, the nightmare years in Chinese history’s, since the founding of New China, Spread of Best-sellers published during this period is characterized by: Works of Mao Zedong, spread into a "disaster", "Great Criticism"Collected Works overwhelming, "Model" book unique, awe-inspiring works sold as a miracle, "barefoot doctors" books as sign of the times. Superstition prevailed, immobility of the times, which causes the Best-sellers published in abnormal spread, distort the situation-a single species, extremely uneven. For example, during this period, Mao Zedong published works developed to the point of madness, it is because: "Cultural Revolution" was published after the start of Mao Zedong became the overriding political task of Mao Zedong, Lin Biao’s advocate and flattery with ulterior motives, people blindly worship Mao Zedong. "Cultural Revolution" Mao Zedong’ s works published during the crazy, adding personality cult, to strengthen the modern superstition, gain political capital for the Lin Biao, to some extent, objective dissemination of knowledge played a role. Science and technology books are a major selling plates during the "Cultural Revolution" period, most personal books of science and technology is the "barefoot doctor" books that published a large number of basic reasons:implementation of Mao Zedong, "to focus our work on health care in rural areas to" instructions, to respond to the call of being prepared against war and natural disasters, for people. "Barefoot doctors" books was an important way to acquire medical knowledge, and even become their off now, now now check emergency medicine book.1976.11-1982.9 is right the wrong time, from the era of class struggle to economic construction as the center of reform and opening times of transition. During this period the spread of Best-sellers published with the following characteristics:serious "book famine" after the national "nourishing", Literature, Culture and Education books suddenly increased and the sales boom to set things right for the theme of a number of Best-sellers came into being, including reference books, popular literature, daily life books, economic books and publishing children’s books. Order out of chaos, the initial theme of the history of reform, emancipate the mind, eager spirit of the times of knowledge, which presents the best-selling book published spread colorful, lively scene. For example, selling an unprecedented cultural and educational books, which is reopening in 1977 after the whole of society the importance of education, respect knowledge, respect talent is all about. Supplementary schools, published during this period, college textbooks and reference books and other aspects of best-selling book, greatly contributed to the restoration and development of education, widespread dissemination of the cultural and scientific knowledge. During this period most published literary sensation is the best-selling book "The Second Handshake", which broke the "Cultural Revolution" of rules and prohibitions imposed on literary and artistic creation, the liberation of thought, the liberation of humanity, to promote the restoration of order, promoting science and technology development.1982.10-1989.5, is the time of reforming and opening up in full swing, the depth of development. During this period the following features:a huge circulation of Works of Deng Xiaoping; economics books, textbooks continue selling; law books setting off a new upsurge of spreading; martial arts novels of Jin Yong and Qiong Yao’s romantic novels such as volcanic eruption; serious literature and popular literature to rival; Western humanities and social sciences books popular. The subject of Reform and opening up and the history of the Enlightenment that presents the Best-sellers published in Communication magnificent spectacular sight. This is a national reading boiling years, the spread of the golden age of book publishing. For example, from 1979 to 1989, economics books, textbooks have been published and sold them. It is the restoration of higher education and higher education development, economics textbooks provide a stable audience; economic adjustment, development and economic system reform is increasingly promoted as the economics literature, teaching materials and dissemination of the publication provides a direct driving force; order out of chaos, the era of reform and opening up the theme of economics books, teaching materials available to create a relaxed and popular political environment; the participation of the executive power and media publicity, so economics books, teaching materials and the spread of even more powerful. Best-selling economics textbook, works to promote economic reform, promoting economic development, training of personnel economics has made important contributions, but also increase people’s income. In the late 1980s, Jin Yong and Qiong Yao’s novels as the representative of Hong Kong and Taiwan popular dissemination of the publication of literary works, such as volcanic eruptions, which is due to:the second half of 1984 to reform the city center in full swing, the formation of a large group of migrant workers and the public sectors; From the beginning of 1985, market-oriented reform has been substantial breakthroughs in business publishing, the press have to attach importance to economic benefits; lack of awareness of copyright protection, the rise of private book industry promote the spread of Qiong Yao and Jin Yong’s novels published prosperity objectively; Jin Yong and Qiong Yao’s novels fit the 1980s, the Chinese people’s aesthetic needs and reading psychology. Jin Yong and Qiong Yao’s novels as the representative of Hong Kong and Taiwan popular literature and Best-sellers, the liberation of the people of humanity, provision culture of nutrition for the public, the change of the concept of editing and publishing personnel, the development of literature the Chinese mainland itself. In the 1980s, obscure translations of Western humanities and social sciences are also popular, which is a modern construction, the need for enlightenment, the fruit of collaborative publishing forged. Western humanities and social sciences Best-sellers on the Chinese people (especially intellectuals, university students) played a role in the Enlightenment, and be benefit to the future generations, as the spirit of China’s modernization of valuable resources.Before the end of "Cultural Revolution" and the reform and opening up,Best-sellers in the communicator, communication content, communication channels, the audience, communication effect, has a significant difference. For example, on the dissemination of the contents, Before the end of the "Cultural Revolution" political theory and revolutionary literature are mainly popular, while after the reform and opening up, mainly cultural and educational books, economic and recreational reading books. Best-sellers on the literature, before the "Cultural Revolution" the revolutionary literary classics, Russian and Soviet literature make people copy them, and after reform and opening up, Hong Kong and Taiwan literature, literature of Western are popular with China. During the 40 years in new China, political theory class, and science and technology classes are the most stable, the most unstable is serious literature and culture education.There is an affinity between New China’s Best-sellers published and the changing times. On the one hand, the times restricts, determines the Best-sellers, on the other hand, Best-sellers reflects the times, the impact of age. The former refers to the Best-sellers is the product of the times. The urgent need for the times that gave birth to reflect the times Best-sellers, the times to create a kind of Best-sellers to the conditions. Characteristics and needs of the times, determines the Best-sellers of the topics of structure, themes and features, the text. Spread of best-selling publication of the book relies on the times, depending on age; the latter refers to a certain era of Best-sellers reflecting the historic character of the times, historical themes, maps of the era of social psychology, public attitude, the era of political consciousness form requirements, the characteristics of the era of economic development, the era of the national level of knowledge, thinking and spirit of the standard height. The Best-sellers also affect the development of the times, or the promotion of social development, or impede the progress of history. In short, the times has effect on the Best-sellers, Best-sellers adversely affects the times. Best-sellers can not do without, but the times call for Best-sellers.Best-sellers is the era of symbols and signs, the reflection of the historic character, historical theme of the carrier, the spirit of the times record, the mass media mentality. Best-sellers is the Barometer of social change, times change mapping, the window observing the historical development. Thus, the process of the evolution of Best-sellers, a reflection of changing times, the trajectory of social evolution; the text of Best-sellers, where the concentration of the era’s political, economic, social and psychological outlook and national reading standards. The history of publication distribution of New China’s Best-sellers is miniature of changing times and social development. It is an effective way to observe the characteristics and laws of social development of New China by outlining the history of New China best-sellers, analyzing the formation of historical reasons, analyzing its historical role, impact, reading the text (including the contents and forms).更多还原