Unraveling Chinese Reading Trends: The Insight
Gaining a comprehensive understanding of a nation's reading habits and preferences provides valuable insights into its culture, society, and consumer behavior. China, with its immense population and distinctive literary landscape, presents an enthralling case study in this regard. Megan Walsh's book, "The Subplot: Unveiling China's Reading Culture and Its Significance," offers a comprehensive exploration of China's reading habits. This article aims to delve into the book's key findings, highlighting the unique characteristics of Chinese readers and their preferences compared to their Western counterparts.
The Emergence of Online Escapism:
One of the most captivating aspects of China's reading culture lies in its thriving online literature market. Unlike anything observed in the West, Chinese online fiction has emerged as the world's largest self-generating industry of unregulated, free-market fiction. With approximately 450 million active readers and 17 million authors, China's online reading platforms have fostered a culture of serialized storytelling and monetization. Platforms like Hongxiu, Jinjiang Literature City, Qidian, and China Literature operate on a pay-per-chapter system, fueling intense competition among writers. However, this environment has also given rise to issues such as plagiarism and the use of clickbait tactics to retain readership.
Distinctive Genres and Themes:
Chinese online reading platforms serve as a hub for a wide array of genres. While popular genres like crime, fantasy, and romance find resonance among readers, China has also cultivated unique genres such as xianxia (immortal hero novels). Xianxia novels transport readers to mythical alternate realities, offering immersive worlds where protagonists strive for immortality and omnipotence. This genre's departure from reality sets it apart from Western counterparts like fantasy novels. Moreover, romance dominates female-oriented fiction, with heteronormative and danmei (boys' love) novels capturing the attention of young girls. The popularity of danmei novels reflects the yearning for freedom and escapism among educated, only-child girls who face societal pressures.
Control and Controversy:
The Chinese government has grappled with the popularity and scale of online fantasies, seeking to regain control over production and content. Websites hosting certain genres, such as danmei novels, have undergone "rectification" to align with socialist values. The government has also established its own University of Online Fiction, focusing on realism and patriotic narratives. However, the impact of propagandist novels and the government's desired narratives remains uncertain. Despite the government's efforts, online platforms and their diverse selection of genres continue to captivate Chinese readers.
Varied Reading Preferences:
Reading preferences in China are not uniform but vary across demographics, regions, and age groups. Economic disparities between rural and urban areas influence access to education and opportunities, leading to distinct reading habits. Individuals with limited economic mobility tend to gravitate towards escapist fantasies, while self-help titles find popularity among readers in major cities. The internet has democratized reading, enabling steelworkers and migrant workers to share their literary creations online, challenging stereotypes and showcasing their cultural and literary knowledge.
Recommended Books for Understanding Contemporary Chinese Literary Preferences:
For those seeking a deeper understanding of Chinese literary tastes, several translated works offer valuable insights. These include "The Day the Sun Died" by Yan Lianke, "Iron Moon: An Anthology of Chinese Migrant Worker Poetry" edited by Eleanor Goodman, "I Shall Seal the Heavens" by Er Gen, "Grandmaster of Demonic Cultivation" by MXTX, "In the Name of the People" by Zhou Meisen, "A Perfect Crime" by A Yi, and "Invisible Planets:10 Visions of the Future from China" edited by Ken Liu.
Conclusion:
Diving into the realm of Chinese reading culture provides essential insights into the country's culture, society, and consumer behaviors. Megan Walsh's book, "The Subplot: Unveiling China's Reading Culture and Its Significance," sheds light on the distinctive reading habits of Chinese readers, revealing their preferences and the evolving literary landscape. From the flourishing online literature market to the emergence of unique genres like xianxia, and the complexities surrounding government control, Chinese reading culture offers a tapestry rich in diversity and fascination.
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