消费主义语境下纯文学的品牌建构

在消费主义语境下,纯文学的品牌效应逐渐成为纯文学与大众连通的重要通道。当前纯文学的品牌建构主要从地域界定、名刊丛书打造、文学活动宣传等方面展开,而对新生作家公众形象的展示较为欠缺。同时,本应成为文学品牌建构主要助推力量的文学批评仍然以学院式的“职业的批评”为主,难以参与到更广泛的公众文化空间,故“以人为本”的纯文学品牌的建构需要更多新鲜生动的“新闻的批评”。

Brand Construction of Pure Literature in the Context of Consumerism

In the context of consumerism, the brand effect of pure literature is gradually becoming an important communication channel for pure literature and the public. The current brand construction of pure literature mainly starts from the features of geographic aspects ,the establishment of famous books and the promotion of literary activities.However, there is less promotion in the public image of new writers. At the same time, the literary criticism,which should have become the main support of literary brand construction, is still based on "professional criticism"academically, so it is difficult to participate in the broader public cultural space.Therefore, more creative and vivid ''impartial criticism'' is needed.