论明代传播生态对建阳书坊盛衰的影响

明代传播外生态中的社会政治环境制约了建阳书坊主的传播观念，经济环境加剧了书坊的竞争并使建阳书坊在竞争中处于劣势，思想文化环境限制了建阳书坊的题材选择，自然地理环境带给人们相对的自由也导致僵化与保守。传播内生态中的传播媒介为建阳书坊埋下了衰败的隐患，刻印技术使建阳书坊丧失了技术优势，传播时空限制了建阳书坊的进一步发展。传播新生态中的受众市场效应因素消解了建阳书坊发展潜力，社会负面效应因素降低了建阳书坊继续发展的可能。

On the Influences of Dissemination Ecology on the Rise and Fall of Jianyang Bookshop in the Ming Dynasty

The dissemination notion of Jianyang Bookshop owners was restricted by the social and political settings in the Ming Dynasty, and the economic situation then intensified the competition among bookshops and put Jianyang Bookshop at the disad- vantage. The ideological and cultural environment limited Jianyang Bookshop＇ s study field, and the freedom offered by the physical geographic environment was changed into conservation and rigidity. The dissemination media paved the way for the fall of Jianyang Bookshop. With the appearance of earring and printing technology, Jianyang Bookshop lost its technological superi- ority and its developing space. The new ways in the dissemination ecology, such as audience market effect, destroyed the potential of Jianyang Bookshop＇ s development while the negative social effect factor reduced its development possibility.