小報(bào)的流行

1、Pg1唐亞杰52134010810164521208641WhenWhendiddidthethepopularspopularsbecomebecometabloidtabloidMatthewEngelwritesthatAmericanvisitstoBritainareshockedbytheriotofcompetinglibertinetabloids(Engel1966a:31)buthecouldaddedanynumb

2、erofothernationalitiesaswellasmanyoftheindigenouspopulationthemselves.Amajpartoftheappealofthesenewspapersistheirnationallinguisticspecificity.TheybelongtofbetterfwserepresentcontemparyBritaintoacarefullytargetedpopulara

3、udience.Theyhavedevelopedovertimethelanguagetheyusedtoweavetheirversionofthefabricofnationallife.Muchofthepowerofthetabloidshasbeenaccruedbytheevolutionofthislanguageitsrelationshiptothebroaderpatternsofpopularprintcultu

4、rewhichhavedevelopedovercenturies.Tabloidnewspapersaremerelythelatestmostmarketablepermutationofthelanguageofthepeopleperiodicalfm.Thelinkbetweenprintmediathelanguageofthedinarypeopleisasoldasprintitself.Printerssoonreal

5、izedthattherewasmoneytobemadebydistributingpopularprintedmaterialwhichcouldreachthewildestpossiblereadershipindertomaximizeprofits.Thebestwaytoappealtothataudiencewastobuilduponacceptedpatternsofpopularculture(Burke1978)

6、toframeprintedmaterialasmuchaspossibleinalanguagewithwhichtheaudiencewouldbefamiliar.Everwhileliteracyrateswerelowtherewerestillmarketsfprintedmatterwhichcouldbereadoftenoutloudsungwhichappealedtoacommunityofreadersliste

7、nersbymeansofthelanguagewhichtheyemployed.Muchofthisearlypopularprintcultureinthe16th17thcenturiesdeliberatelyfollowedtherhythmspatternsofthespokenlanguageofthedinarypeople(Ong1982).Inadditionitusedillustrationtodrawthei

8、lliterate(Watt1991)intothenewprintculture.EarlyprintedballadsbroadsheetsephemeralproductionssuchasthealmanacswhichsoldstraighttothestreetsmarketsoftheEarlyModernperiodwerethetypographicstylisticprecurssofpopularlatertabl

9、oidjournalismintheirappealtoapopularspecificallynationalaudienceinahighlystylizedversionofthecommonlanguage(Shepard1973:24).1小報(bào)何時(shí)開(kāi)始流行？馬修.恩格爾寫道，美國(guó)游客對(duì)英國(guó)的市井小報(bào)之間競(jìng)爭(zhēng)之狂暴感到震驚（恩格爾，1966a：31），但其他一些國(guó)家也是如此。這很大程度上取決于其國(guó)家和語(yǔ)言的特性。無(wú)論好壞，它們代

10、表了當(dāng)代英國(guó)主流流行受眾。隨著時(shí)代的發(fā)展，小報(bào)已經(jīng)形成獨(dú)有的語(yǔ)言來(lái)描繪它們的國(guó)家生活。它們的力量在語(yǔ)言的發(fā)展中愈發(fā)強(qiáng)大，這關(guān)系到百余年以來(lái)形成的公眾出版產(chǎn)業(yè)模式的拓寬。其實(shí)小報(bào)僅僅是大眾刊物語(yǔ)言最新、最有市場(chǎng)的更替形式。印刷媒體和大眾語(yǔ)言之間的聯(lián)系自有印刷之日就已存在。印刷業(yè)很快就意識(shí)到，流行出版物有利可圖、可獲得最大讀者量，從而最大限度獲得利潤(rùn)。吸引讀者最好的方法是建立一個(gè)大眾文化接受模式（伯克，1978年），并以觀眾最熟悉的語(yǔ)言、盡

11、可能多的印刷出版。即使是識(shí)字率很低的時(shí)代，印刷品仍然有市場(chǎng)，通過(guò)大聲朗讀、吟唱，或通過(guò)閱讀者與聽(tīng)眾之間進(jìn)行語(yǔ)言交流，使其具有可讀性。在16到17世紀(jì)的早期流行印刷文化中，印刷物大多刻意模仿日?？谡Z(yǔ)的風(fēng)格或模式。另外，它還采用插圖的形式使文盲也能閱讀（華特，1991），從而形成一種新印刷文化。早期的詩(shī)集、傳單和短線產(chǎn)品，如年鑒，直接在街道和現(xiàn)代早期的市場(chǎng)上出售，這些印刷物在排版和體裁上是當(dāng)代流行的前導(dǎo)，后來(lái)的小報(bào)以相似的版式、共同的語(yǔ)言開(kāi)