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//]]></script> <script type="text/javascript" src="http://103.249.53.35/gate/big5/afpmm.alicdn.com/g/mm/afp-cdn/JS/k.js@OldUrl;@JS;http://culture.taiwan.cn/spot/201708/t20170811_11829719.htm_.js"></script>  </div>  <div id="tw_artmain"> <div class="tw_place"><a href="http://103.249.53.35/" target="_self">台灣網</a> > <a href="http://103.249.53.35/gate/big5/culture.taiwan.cn/" target="_self" title="兩岸文化" class="CurrChnlCls">兩岸文化</a> > <a href="http://103.249.53.35/gate/big5/culture.taiwan.cn/spot/" target="_self" title="資訊" class="CurrChnlCls">資訊</a></div> <h1 class="art_tit">“網紅”自媒體出書成風花錢閱讀還有人買單嗎？</h1> <div class="art_time">2017年08月11日 15:55:41 來源：中國新聞網 <div class="art_font"><div style="float:left;margin-top:-6px;">  <div class="bdsharebuttonbox"><a href="#" class="bds_more" data-cmd="more"></a><a href="#" class="bds_qzone" data-cmd="qzone" title="分享到QQ空間"></a><a href="#" class="bds_tsina" data-cmd="tsina" title="分享到新浪微博"></a><a href="#" class="bds_tqq" data-cmd="tqq" title="分享到騰訊微博"></a><a href="#" class="bds_renren" data-cmd="renren" title="分享到人人網"></a><a href="#" class="bds_weixin" data-cmd="weixin" title="分享到微信"></a></div> <script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://103.249.53.35/gate/big5/bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script>  </div><div style="float:left;"><a href="javascript:window.print();"><img src="http://ats.taiwan.cn/images/jingmao_34.gif" align="top" /></a>字號：<a href="javascript:void(0);" class="smallFont">小</a> <a href="javascript:void(0);" class="medFont">中</a> <a href="javascript:void(0);" class="largeFont">大</a></div></div> </div> <div class="art_con left"> <div class="art_txt fontsizebox"> <div class=TRS_Editor><p align="justify">　　數量眾多的粉絲、銷量可觀的新書……近段時間以來，個人微信公眾號火了一批，被戲稱為“新晉網紅”。其開設者出版的相關圖書也火了一批，有的甚至已加印幾次。</p> <p align="justify">　　提到這種現象，著名文學評論家白燁對中新網(微信公眾號：cns2012)記者表示，這些作品自己看過一些，“寫得好的，是故事；寫得不好的，就是流水賬”，“這些讀物，從讀與寫兩方面來看，是典型的‘輕寫作’、‘快閱讀’。它的價值類乎于類型小說”。</p> <p align="justify">　　查閱上述圖書資訊，如微信大號作者懶兔子推出的《醫本正經》、“劉備我祖”的《新史記·秉筆畫時代》、六神磊磊的《你我皆凡人》、《六神磊磊讀唐詩》等，有些是以通俗易懂的方式講解中醫、文史知識，有的則是科普一些常識。擁有一百多萬粉絲的六神磊磊曾說，出書是想告訴讀者唐詩是怎麼來的。新書出版後，他的很多篇公號文章都會帶有新書書封，按照一篇文章接近或超過10 的閱讀量來看，推廣力度頗為強大。</p> <p align="justify">　　這些書，確實多數一經出版就取得可觀的銷量，有的甚至在預售期間就已經成了“爆款”。據稱，自媒體人咪蒙此前的一本《我喜歡這個“功利”的世界》曾創下1分鐘賣出1000冊、4小時賣出5萬冊的成績，新書《初次愛你，請多關照》已經出版；《六神磊磊讀唐詩》在京東圖書銷售平臺上曾有過這樣的排名：自營，文學銷量榜第16位。</p> <p align="justify">　　自帶流量資源的自媒體，顯然是出版方爭搶選題的陣地。媒體報道中曾稱，一名自媒體人與出版方的合作，就是源自對方主動邀請，“他們(注：指出版社方面)其實比想像中更‘饑渴’，更需要好的內容，只要是有出版價值的一定會找到府來，尤其是自媒體，他們都盯得很緊”。</p> <p align="justify">　　“公號出書屬於‘短平快’，在某種程度上可以認為是粉絲經濟，尤其是一些文章內容好的公號，粉絲粘性很高，假如一個‘網紅’級的公號有一百多萬粉絲，那書也將有一個可預見的有保障的銷量。”提到此類圖書，一名出版業內人士對記者分析道。</p> <p align="justify">　　但該業內人士認為，這樣的書內容一般多是公號已經發表發的文章，加上其他一些原因，很難出現“經典款”，“大的微信公號出書，成功的挺多，但失敗的也有”。</p> <p align="justify">　　對於這些圖書，讀者評價不盡相同。比如在某電商平臺上，有一名讀者這樣評論《新史記·秉筆畫時代》：“非常期待的一本好書，可惜書中篇幅有限，許多好文未能收錄，冀望再出幾冊予以概全。期盼”。</p> <p align="justify">　　王玲(化名)坦言自己看過不少本“網紅”公號自媒體人推出的圖書，感覺品質參差不齊，“相對於看公號上的電子版，我也願意花錢實體書。有些很好，能學到一些知識；有些就好像是心靈雞湯。”</p> <p align="justify">　　“實體書是以另外一種形式傳播知識，好的公號內容出書無可厚非。”張靜(化名)認為，作為讀者來說，閱讀好內容才是關鍵，載體是什麼形式無所謂，“只是有些自媒體出的書，個人感覺價值不大，更像是在蹭公號的熱度，將其變現”。</p> <p align="justify">　　針對上述現象，白燁指出，“網紅”自媒體人出書，作者很好地利用了自己的受眾群與影響力：他們願意出書，也有人願意去看，屬於自我宣傳行為的延伸，是與受眾變換了方式的互動。所謂熱棒，也是來自“粉絲”群體，這種出版與閱讀現象基本不在文學評論與圖書評論的視野之內，屬於市場化的讀物寫作與文化消費。</p> <p align="justify">　　在白燁看來，出版物屬於文化產品，應該傳播積極有益的內容，傳揚健康向上的精神，“真正有價值的，是那些讓人看了或者思想上有所啟迪，或者情感上得到陶冶、在精神上獲得滋養的。用這樣一個尺規來看，我覺得我們的出版物中，可看可不看的，甚至給社會添亂的……都屢見不鮮。現在每年都有幾十萬種圖書問世，‘有數量，缺品質’已成為一個不可小覷的嚴重問題”。(上官雲)</p></div> <p class="editor">[責任編輯：楊永青]</p> </div> <div class="page"> <script type="text/javascript"> createPageHTML(1, 0, "t20170811_11829719", "htm"); 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