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商业化带给网络文学的机与危

2017-08-11 05:17:53   中国青年网

【网络文学阅读调查】

如果以1997年第一家中文原创作品网站“榕树下”上线作为起点,中国网络文学发展至今,刚好20年。从新奇到平常,从边缘化到商业化,不管主观意愿如何,网络文学都已成为当代文学发展不可忽视的一部分,也注定将被写入当代文学史。

纵观这20年,网络文学的发展,与中国社会文化消费需求的喷薄以及互联网技术的发展几乎同频。这并非偶然,历史上类似网络文学的商业化写作的兴起大多伴随着市民阶层的扩大与文化消费的“唤起”,而新世纪以来网络科技的发展,则轻而易举地推倒了横亘在写作者之间、写作者与读者之间的无形之墙,指数级扩大了供需两端的需求与空间。

有学者在对高校流行文化进行的一项调查中发现,读网文和追星等一并构成高校流行文化的重要景观。其实不止在校生,农民、白领、打工族等早已都是网络文学的拥趸,而且网络文学受众的低龄化趋势明显。掌阅文学去年发布的一项数据显示,21岁以下的受众占39%,22~29岁的受众占38%,绝大部分受众集中在90后与00后。

虽然年龄不同、身份有别、气质各异,但在类型与体量同样庞杂的网络文学中,总能找到适合自己的“那一款”。玄幻也好,穿越也罢,抑或盗墓和耽美,网络文学提供了兼具“沉浸感”“惊喜感”等的阅读体验。这种精神润滑剂的独特效用及其所对应满足的社会文化及心理需求,正是网络文学排浪式涌起的背后主因之一。

就这样,有意或无意间,自在萌生的网络文学承担起了部分文化及娱乐的功能。之后,付费订阅的商业模式横空出世,网络文学一时势不可当。商业模式的创新在当时确实让相关网站和写作者得以生存下来,收获了生存的资本和根基,但其更重要的意义在于,重构了读者与写作者之间的关系,也让眼下大热的“粉丝经济”在当时得以沉淀并疯狂累积。

但正所谓机也商业化,危也商业化。成功产业化后,更直接的受众压力、已成模式的行业特性,让写手的“签约”乃至“封神”之路都更加“道阻且长”。而且随着相关产业链的形成,被视为大“IP”富矿的网络文学的价值也被重估。但对资本与市场的过度迎合,让网络文学面临着概念被窄化、内容单一化且劣币驱逐良币等问题。

如果说在过去20年里,“污名化”是网络文学的第一次发展危机,那么,眼下的资本制导则是不折不扣的第二次发展危机。人们所期待的网络文学的内容多源性和群落同好性、视野的丰富性和想象的新鲜性、拓展性正在资本的规训下坍缩。

是时候释放网络文学发展新的可能性了。当然,这需要立起评价体系的“尺子”、砌起知识产权保护的“墙壁”,搭起涤荡空气的净网“空调”,但最为根本的,还是要夯实自身的文化基因。正所谓认清明天的去向,不忘昨日的来处。

(作者:王丹)

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