Analysis On Publication And Communication Of Guo Jingming Phenomenon

Guo Jingmin, growing up from a juvenile writer in sprout to "the Chinese most successful writer" elected by The New York Times, has always been successful (at least on the part of commerce). Since he got fame 10 years ago, Guo has always been pursued by people in publishing circle and media circle. How high the honor is, how much the responsibility and disgrace is. Even so, he has created the sales legend created one after another, which made him more self-reliant, self-confident, pride and granular. Guo Jingming's publishing of a article or a book can always attract extremely extensive attention and dispute because, which has become a publishing phenomenon, a culture phenomenon, and a social phenomenon.This paper takes the phenomenon of Guo Jingming as its topic, and carries out a multi-angle and deep-level explore on it. This paper is divided into four chapters. The first chapter thoroughly illustrates the origin, significance, methods and main content of this research, gives brief overview of existing researches, confirms their positive significance, analyzes their limitations, and finally puts forward the value and innovations of this research. The second chapter outlines the basic connotation of the phenomenon of Guo Jingming, that is, symbolic Guo Jingming, tabbed works and a series of arguments resulted from these works. By summarizing Guo Jingming's way to fame, carding the version information, publishing process and sales pomp of Guo Jingming's books, and analyzing the theme, style and feature of Guo Jingming's works, this paper illustrates the connotation of Guo Jingming phenomenon comprehensively and accurately. In the third chapter, causes of the Guo Jingming phenomenon are analyzed from five aspects:education, economy, networks, culture, and audience. It is found that the promotion of education reform and the update of education concept has provided a favorable external environment for Guo Jingming's early creation, and for main audiences'(students) to read and consume; transformation of economic system and reform of the publishing industry have subverted the overall trend of the book market, which created a golden opportunity for Guo Jingming to engage in youth literature creative writing and for publishing and disseminating youth literature books; the rise of the Internet and rapid spread has affected publishing process of the book, changed the traditional reading habits, promoted the interaction among the author, the reader and the editor, and provided Guo Jingming a wider and more wonderful stage than the literary world; and the flourish of mass culture and the prosperous of consumer society has not only made the literature consumed by the mass, but also made Guo Jingming become a public consumer goods and an entertainment icon. The strength of these four aspects has formed a powerful resultant force, which helped Guo Jingming to achieve his success and created the Guo Jingming phenomenon. In the last chapter, further revelation of Guo Jingming phenomenon are obtained from good faith of publication, quality of author, and marketing management. The emergence of Guo Jingming has its chanciness, but also has its inevitability. The existence of Guo Jingming phenomenon has its rationality as well as its negativity. The planning concept and marketing models that reflected in the process of publishing and distribution of Guo Jingming's works is worthy of learning critically by the publishers; and problems like character of author, good faith of publication, and others, are worthy of rethinking profoundly by the publishers as well. Whatever is has every reason for being. The purpose of this study is aimed at reflecting its negative effects rationally, drawing on the advantages and avoiding disadvantages so as to promote the virtuous circle of the book publishing market through analyzing the causes of the Guo Jingming phenomenon.