Seeking A Balanca Between Literatura And The Market

Meng Ya is always loved by the worldwide young readers, but it began to falter under the Chinese marketing background in the late 1980s. In order to resolve the crisis, the editors started to take reforms on magzine under Zhao Changtian’s guidance. Zhao Changtian advocated a balance between literature and the market. By reforming the magzine and building a literary industrial chain, Meng Ya has become one of the most successful model of a literary magazine which reformed. This paper take Meng Ya as the object of study, focuse on the effort of seeking a balance between literature and the market in 1996-2013.The first part of this paper is a general introduction, which mainly describes the research reality, content and method on Meng Ya.The first chapter mainly discusses the relationship between the literary market-oriented environment and the revision of Meng Ya. Through research the history of Meng Ya before revision to understand the spirit of it. By studying the impact on Meng Ya in the literary market-oriented environment to understand Zhao Changtian’s idea of revision. Moreover, this chapter describes the formation of Zhao Changtian’s idea.The second chapter describes the changes of Meng Ya after revision. On the one hand, Meng Ya conforms to literary market requirements to meet the reader’s preferences. The magzine exhibits a school style, and publish articles which teenagers like. On the other hand, Meng Ya adhere to the bottom line of literature.lt makes effort to nurture post-80s writers and constructe the aesthetic system of youth literature to enrich the Contemporary Chinese Literature.The third chapter mainly analyzes the construction of literary industrial chain of Meng Ya. The sensational effect of new concept of composition contest, increase the degree of recognition of Meng Ya among adolescents. Taking advantage of superior resource, Meng Ya cooperates with publishers to make a lot of best seller. Tn addition, the literary industrial chain of Meng Ya also includes school, website, broadcast program and so on.