Huangfa You ｜ Media Innovation and Literature's originality

After entering the new century, the rapid development of media technology has also led to the rapid changes in literature. The emergence and development of online literature is the typical embodiment of media innovation in the field of literature. The innovation of media technology has made the channels of literary communication increasingly diverse, and the IP boom of literature has accelerated the integration process of printing media with literature as the content. However, from the general trend, in recent years, on the one hand, the prosperity of media innovation has appeared on the one hand, and on the other hand, the internal innovation of literature has been relatively cold.

Since the 1990s, after the boom of Pioneer's novels has cooled, writers have not only lost their enthusiasm for "how to write" the art of writing, but also breed a kind of fatigue and rebellious resistance. Literature from "electric shock" to "touch the net", writers are trying to get out of the texts and maze of text, learn to adapt to the dissemination rules of film and television and the Internet, and master the writing rules of imaging and networked. What should not be ignored is that the media planning based on literary journals and publishing agencies, like invisible hands leading the development of literature in the 1990s. From "New Status Literature", "New Experience Novels", "New News Novels", "New Citizen Novels", "New Realism" to "New Generation", "New Generation", "Late -Gels", "Cultural Revolution", "Born in the 1960s", "After the 70s" "Every fresh naming is like a grand dressing party. Although the artistic personality of the participating writers is very different, the same label is labeled after joining the part. In the gradual marginal situation of literature, the sense of crisis of heating in the group strengthened cluster awareness. The writing method of our plain and the literary personality of the lone man must withstand huge mental stress. In order to obtain the favor of the media and the market, many freshmen are at the cost of changing their styles and characteristics, and cater to media needs and market tastes. This is like some fruit farmers. When apples are selling well, apples are planted. When the apple tree is not easy to grow up, look at the market wind direction changes, and cut off the apple tree cherry. As a result of the writing of the wind, it is often a fast bubble.

Innovation is often simply understood as "change", which is "different". This is like the once popular debate match. One is the square and the other is the opposite side. Anyone agreed with the other party must resolutely oppose it. In the situation of binary confrontation, there is no vague zone. In the logic of replacement of generations, the new generation has become the challenger of the previous generation. The building was pushed down and then started from the flat foundation. In a sense, self -centered "innovation" has become a mutual demolition. If there is a lack of in -depth understanding of the development of literary development and the lack of respect for existing achievements, the development of literature may suffer a break -cut -type break, which will change and only break. Taking Wang Zengqi as an example, his works such as "The Precepts" and "Daju" were unique in the early days of the new period. The dull and far -reaching, ordinary and common style appeared in the loud chorus. Wang Zengqi's writing provided a rare spiritual orientation and artistic style for the literary territory at the time, and opened up another possibility of literature. Looking back at the history of literature from the current perspective, Wang Zengqi's choice undoubtedly affected the artistic innovation of the literary process. It is worth noting that Wang Zengqi's innovation is actually a kind of memory and tribute. He re -continued the Beijing -style literary tradition that was once broken. Wang Zengqi is like an incomparable spiritual orphan. By inheriting the tradition of modern literature, he not only maintains an alienated posture with the main tide of literature at the time, and open up another world on one edge territory. Therefore, the so -called "innovation" that has no foundation without the foundation is easy to fall into the embarrassment of the lotus planting lotus.

What should not be ignored is that under the oppression of innovation anxiety, the so -called innovation is easy to deteriorate into a shouting image project. In the horizons of technicalism, the innovation of literature is single, and it has also become a group of groups. It seems that only a hundred response, great momentum, and group strength are innovation, and can become a unique mainstream. The consideration of meditation is not innovation. When literary innovation was replaced with literary potential, the true connotation of innovation was taken off and distorted. When promoting literary innovation, the media takes immediate sensation effects as the pursuit of goals. After entering the new century, with the prosperity of consumer culture, the market effect has become the core indicator of the effect of media institutions to measure "innovation". In other words, the "innovation" that can bring significant commercial interests can survive, and "innovation" that lacks economic benefits can only be abandoned.

In the article "The Art of Mechanical Copy Age", Benjamin conducted a profound analysis of the subversive effects of photography technology on art creation. "When the principle of primary nature is no longer applicable to art production, the function of art is all upside down." [1]. In recent years, the innovation of media technology has expanded the scope of the spread of works that adapt to the fun of the media. On the other hand, the standardization and replication process of literature have been strengthened, especially the network type novels represented by fantasy novels and novels. The narrative mode, character relationship, and storyline have become increasingly routine. The invasion of commercial culture and media power has weakened the autonomy of literary creation. It is required to follow the will of the employee to make a specific customization of details. In November 1997, the "Book of Tiger Series" collected a "Golden Club Tiger Love Novel" manuscript with one million yuan, which put forward clear requirements for the writing and subject matter of the novel. City life [2]. Wang Anyi talked about the experience of "Fengyue": "" Wind Moon "is a very strange thing. Chen Kaige brings me a very simple story prototype. He must have two men and one woman and must go to Shanghai in the middle. There are certain conditions there. I wrote it as a reasonable story with daily life. "[3] represented by the Chinese website of the starting point, its evaluation standards have been completely quantified, the original Fengyun list, 24 -hour hot sales list, and the list of 24 hours,, the 24 -hour hot list,, Members' clicks, recommended ticket lists, collecting lists, fan rewards ... Various lists are dazzling. The click rate and fan evaluation are directly linked to the economic income of the writer. Under the pressure that must be updated every day, the writer who is in a state of mechanized writing has no time to take care of him, attracting attention to the only goal. When Huang Tianpeng discussed "Journalism and Literature" in 1930, he believed that the writing of the tendency to have advertising characteristics: "The nature of advertising literature is very different from ordinary literature. And for customers, or touch their needs, buy it. "[4] The film" Wind Moon "starring Chen Kaige, Zhang Guorong, and Gong Li won the 49th Cannes Film Festival Golden Palm Awards nomination, the 33rd Taipei Golden Horse Film Festival" Golden Horse Awards Nomination of Best Actor "Nomination, the 16th Hong Kong Film Awards" Best Actress "nomination.

The combination of rapid development of media technology and barbaric growth has severely tested the autonomy of literary creation. In the face of the laws of image art and the framework of network type literature, the writers of the yield gradually gave up the difficult psychological description of the difficulty, abandoned the abstract philosophical thoughts and hazy poetry, and gave up those elegant and timeless languages. The highly technical media uses a clear purpose to selectively shape literary creation, and pursues the maximum social impact and economic benefits in the most economical and large -scale form. In the cultural environment of increasing information, people can easily cause tiredness and resistance to reading and audiovisual. In order to absorb the attention of the audience, the media machines are subdivided on the one hand. On the other hand, through repeated and continuous communication, the audience forms a dependent habit, and it is not tired. McLuhan's "Machine Bride" Book analyzed the negative impact of advertising and popular culture. He said: "In the industrial era, the machine who turned on the machine was more like the machine they opened. The use and improvement of machines. However, the power of the machine does not know how many times stronger than those who turn on the machine. "[5] On the assembly line of media machines, writing as one of them is gradually transformed into standardized and moldy production Essence The large -scale production of network -type novels is getting closer to the foundry production of the manufacturing industry. Product positioning and sales channels are controlled by literary websites. The network writer is only responsible for code characters. Although the updated network writer is similar to full -time writing machine every day, after all, people still have thoughts and feelings. They will inevitably be tired and slack in mechanized writing. Sometimes the super level is played, sometimes the chain is dropped, and the secondary products and the disabled are written. As a result, the writing software of fantasy novels and poetry came out and continued to upgrade. In the era of Go Jie, the first person, Ke Jie, facing AlphaGo, the world of writing software invasion of literature has become an unavoidable reality. In the field of writing of commercialization and type novels, human writers do have no advantage at all. First, writing software can continue to fight continuously. Secondly, writing software can adjust the direction of writing at any time according to the needs of customers. Again, commercial writing does not require the work to have advanced and unique creativity. It requires the content and form of the work to include fashion elements, which can be accepted by the widest crowd.

Therefore, on the one hand, the media innovation has improved the communication efficiency of literary works, enriched the communication form of literary works, expanded the scope of communication of literary works. The power manipulation and control of the author of entertainment, in an efficient and comfortable way, seduce the group of authors into the way of no return. In other words, the transformation of industrialized media innovation in the form of literary communication contains potential risks that suppress literary originality. On the surface, media innovation provides a rare historical opportunity for the originality of literature. In fact, the premise of this grand media game is that the author gives up his own formal writing concept, abandon the "old" thought and "rigid" Personality, accepting the transformation of new technologies and baptism of new thinking. As an open discourse space, the possibility of literature in network space has not been completely stimulated. As far as the status quo of online literature is concerned, the aesthetic trend based on popularity and popular tones is largely the result of deliberate shapes of cultural capital. Media innovation has indeed stimulated the vitality of literary development. However, technological innovation in the field of literature is largely wrapped forward, lacking necessary autonomy. To develop the literature in the new media era, we must strengthen the internal innovation of literature and change the relatively lagging situation of literary innovation. Literature shifts from internal changes to enthusiasm for external packaging, which reflects the transformation of literature from the production standard to the consumer. Moreover, under the urging of new technologies, the speed of writing has become faster and faster, and the evaluation of literature has increasingly paid attention to quantitative indicators. In network writing, more and more writers have won with quantitatives, improving their exposure through carpet bombing to avoid being drowned by information. When innovation becomes a stylish dress -up ceremony, the writer no longer focuses on discovering new elements of literature, and then mixed culture (Remix Culture) is becoming increasingly prevalent. Fantasy novels, novels, workplace novels, official novels and other types of novels have the characteristics of re -mixed culture. Writers "use the existing cultural ingredients to create new cultural products" [6], which makes "innovation" a one A relaxed game, which is generally actions of swallowing, moving flowers, and stolen beams and pillars. Various elements are mixed together, because lack of organic fusion, it looks mottled and blurred. In the manual era of literary creation, literary creation is just like soil brewing, which requires a long process of fermentation and distillation; and the literary writing of the electronic era is more like using the preparation and blending of ready -made materials.

The biggest difference between literary innovation and industrial production is that writers can ignore the most advanced technology, without having to use the latest tide equipment. Writers can still use the most primitive writing tools to think independently in the most remote wilderness. It is also possible to write works with literary originality. The closely related to the independence of literature and the independence of life is the perception and confirmation of the existence of individualization, and the respect for the only and small life entity. As Han Shaogong said: "The reason why literature is different from general entertainment (such as chess and Rubik's cube) is that literature is longer than conductive values. The reason why good writers are different from general 'literary artisans' See, creatively discover the truth, goodness and beauty of the world, guarding the humanity and righteousness. The technicalist seems to be seriously lacking here. They have always dreamed of data, personality, ethics, culture, and other human performances. For form logic, so that the biological and personality of the machine is stronger, so that the creativity increases greatly, and eventually surpass human beings. Weird, it seems to be 'disadvantages'. "[7] Faced with the revolutionary progress of media technology, many writers were shrouded in anxiety behind the times. Like a bear's bear, in the picking of different thoughts, he regards human nature, thoughts, enlightenment and lyric, imagination and rhetoric as the old burden, all throwing it. It is worth noting that in the process of the titles, the pursuit of the pursuit of reborn and replacement is exactly the abandonment of the complete self and turned himself into a standardized new self. When there is no difference between writers and writers, and between works and works, the so -called innovation is only the change of writing background and writing templates. Literature should be truly original, the writer cannot blindly chase the trendy, and should maintain the necessary alienation with the times, observe it with a critical eyes, understand it with an independent heart, and express it in a personalized form to make each article make each article The works are different and have unique connotations.

Annotation

[1] Walter Benjamin: "Art of Mechanical Copy Times", compiled by Li Wei and Guo Dong, Chongqing Press, 2006 edition, p. 8.

[2] An Boshun: "The" "" The "Draft" of "Golden Club Tigers", "China Reading News" November 12, 1997, 4th edition.

[3] Xia Chen: "Wang Anyi said" (interview record), "Southern Weekend" July 12, 2001.

[4] Huang Tianpeng: "Introduction to News and Literature", Guanghua Book Bureau, 1930 edition, p. 237.

[5] Marshall McLuhan: "Robot Bride", Ho Dao Kuan, Renmin University of China Press, 2004 edition, p. 191.

[6] Robert Logan: "Understanding the New Media -Extended McLu Han", Ho Dao Kuan translated, Fudan University Press, 2012 edition, p. 62.[7] Han Shaogong: "When the Robot Establishs Writer Association", "Reading" No. 6, 2017.

Edit: Liu Qihan

Source: New Criticism

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