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1932年5月1日《现代》杂志的创刊既标志着上海文坛在几个月的“灾难的岁月”后的恢复,也意味着中国办刊史上一个堪称“《现代》的纪元”的开始,最终创造了中国杂志史上的一个“准神话”。《现代》的非同人杂志的定位,决定了《现代》不想推动某种“思潮和主义”的非党派性,也因此可以海纳作者,广交读者,这的确是后来《现代》取得成功的一个极为关键的办刊方略。不过,《现代》从杂志的得名即可看出它的“现代性”的取向。如果总结现代中国对西方“现代派”的接受,甚至对现代世界以及“现代性”本身的认知,《现代》杂志起的是独一无二的历史作用。《现代》杂志在具体编辑方针,营销策略,宣传手段,广告运作等方面取得的经验,也堪称是现代出版史上值得大书一笔的案例。《现代》上的广告也构成了杂志试图总体上塑造的“现代感”的重要一部分。不过客观上在“左”“右”对垒旗帜鲜明的30年代,《现代》想保持中立的姿态比高空走钢丝都难。
The publication of “Modern” magazine on May 1, 1932 not only marked the recovery of the Shanghai literary world in the coming months after the “Disaster,” but also meant a “modern” epoch in the history of Chinese media. “, And finally created a ” quasi-myth “in the history of Chinese magazines. The positioning of ”modern“ non-peer magazines determines that ”modern“ does not want to promote the non-partisan nature of some kind of ”trend of thought and doctrine,“ and thus can absorb authors and broaden readership. This is indeed the result of ”modern“ acquisition An extremely crucial strategy for success. However, ”modern“ magazine can be seen from the name of its ”modernity“ orientation. If we sum up the modern China’s acceptance of Western ”modernism“ and even the cognition of the modern world and ”modernity“ itself, ”Modern“ magazine plays a unique historical role. The experience gained by Modern magazine in terms of specific editorial policies, marketing strategies, propaganda methods and advertising operations is also a worthy example in modern publishing history. Advertising on ”Modern“ also forms an important part of the ”modernity“ magazine is trying to shape. However, objectively, in the 1930s when the position of ”Left“ and ”Right“ confronts a clear-cut stand, ”modern" is trying hard to maintain a neutral stance compared with that of high altitude.