From “Poetry Production” to “Media Operation”—On the Dissemination of Poetry in the Context of New Media

在新媒体语境下，“诗歌的媒介转型与运营”已然成为助力诗歌进行广泛传播的重要方式。以新媒体为主导的传播语境，影响和改变了诗歌生产、传播和接受共同建构的传统文学场域。当代诗歌在进行传播时，一方面诗人转变诗歌创作逻辑进行诗歌生产，另一方面也将新媒体作为主要的传播媒介进行传播。诗歌生产也从传统文学场域遵循的艺术生产逻辑转向为在新媒体语境下的商品生产逻辑，通过运用多样化媒介运营的方式将诗歌传播推向更远。新媒体影响并塑造着诗歌的生产和传播，通过分析余秀华的诗歌传播案例，可分析当代诗人的诗歌作品在新媒体语境下的传播效果。In the context of new media, “the medium transformation and operation of poetry” has become an important way to facilitate the wide dissemination of poetry. The communication context dominated by new media has influenced and changed the traditional literary field jointly constructed by the production, dissemination and reception of poetry. When contemporary poetry is disseminated, on the one hand, poets transform the logic of poetry creation to produce poetry; on the other hand, they also take new media as the main communication medium for dissemination. The production of poetry has also shifted from the artistic production logic followed in the traditional literary field to the commodity production logic in the context of new media, and pushes the dissemination of poetry further through the use of diversified media operation methods. The production and dissemination of poetry influenced and shaped by new media can be analyzed through the case of Yu Xiuhua’s poetry dissemination, to explore the dissemination effect of contemporary poets’s works in the context of new media.