Interpretation Of Publishing Role Of Popular Literature In China Since 1990s

Establishment of the socialist market economic system and the third industrial revolution which is centered on computer technology both are the background of popular literature publishing’s boom in China since 1990s.Popular culture,which is developed on the basis of modern industrial civilization,quickly occupied the literary market with the driving forces of mass media and Internet,and then popular literature went out from the backstage.This phenomenon exactly meet people’s psychological needs,such as relieving anxiety,escaping from the reality and entertainment,seeing the heavy burden during the social transition in China.In response to the tendency,twice transition has been put into publishing industry’s agenda.Once is from state-owned to market-oriented enterprises,promote the integration of the group,encourage private studios development.The other is from traditional publishing pattern to digital pattern,and driving the establishment of professional platform.There we can see a connection between popular literary and publishing in terms of profit and reader-orientated trend.So it is an opportunity for publishers to open up market by digging author resources and creating the best-selling brands.We can also see a close chain among authors,publishers and readers has already came into being.On the one hand,the role of publishers affect and more widely penetrated into authors and readers’ choices.On the other hand,thanks to the development of network literature and new born publishing methods such as self-publishing,crowd-funding publishing,publishers could be served by authors and readers,which means that not only readers can determine the author’s creative direction,but they two are able to publish new books themselves.However,the growth of popular literature publishing has not been easy,opportunities and challenges and hopes and difficulties exist side by side.The obstacle caused by asymmetric information could be able to eliminate in terms of the open and free market,and reader demands could rapidly accessed to publishers.The right of free choices will be controlled by authors and readers more and more.In that case,doorman statue of publishers has been increasingly shaken,homogenization of popular literature publishing phenomenon is eye-catching,and those emerging publishers like authors and readers has broke the uniqueness of the publishing role,which means that the traditional publishing chain structure is gradually shifting to the ring mode given the competition and integration tendency.How to re-establish the value of popular literature publishing,how to re-position the role of publishing,and how to promote innovation and build a better mechanism,are urgent to discuss.In the age of change and unchanged,something are need to hold on to,while something have to be abandoned.For the popular literature publishers,pursuit of literary spirit and culture should not be given up.And accordingly,we need to keep up with the pace of the development of the times,and take full advantage of the Long Tail theory by using on-demand printing,customized publishing and etc.Popular literature publishers can not be trapped in a small field,writer brokers,people who are professional for selecting books,also are roles which could make a cooperation.Furthermore,3D printing,e-ink screen,holographic image technology and so on may will lead the direction of future popular literature publishing.The relationship between literature and publishing is complicated.The value of literature can not be separated with publishing,and vice versa.Literature will and always be the spiritual home for publishing.So,the development and transformation and operation model and challenge of publishing role of popular literature since 1990s will be put at the center of this paper,with which will have both meanings for the growth of popular literature and relevant publishing areas research.