Editors' Role Orientation And Cultural Responsibilities At The Age Of Culture-consume

Culture-consume age is a multicultural age with a variety of culture media. The masses' cultural consuming requirements, which have become the "wind vane", are respected. Culture is grown closest to the masses ever since. Books, as fine media with long history, are lashed at present. To meet the readers' requirements, they tend to publish the consuming books for the purpose of entertaining the masses with news, pictures and fashion. Meanwhile, it is often seen in the book market the example-missing phenomena, such as buying-and-selling book numbers, publishing according to the trends, fake books. This paper, with the methods of documentary and comparison, combining my own observation and what I learned for years, consolidating others' study, from the view of culture consuming, try to analyze the editors' actions at this time and approach the editors' role orientation, so what responsibilities should be aware.To struggle in the culture consuming market, the editors had better not consider themselves as flowers at the culture consuming age, and do publishing as businessmen when acting as cultural roles. Therefore, the editors' roles may be oriented the following: goal-keepers, designers, public relation persons, and item governors. The multi-roles for editors are an inevitable outcome and an inexorable trend at the publishing houses' step onto modernization, commercialization, and market.Consuming books should meet the readers' need of cultural consume, at the same time, should pay attention to the powerful western culture permeating, burden the responsibilities of "culture masses", protect anddevelop our national culture, which means to deal with the following relations: culture and business, publishing and marketing, social effect and economic returns.