在“編”與“銷”之間：營(yíng)銷編輯的文化中介過程與邏輯

——基于30篇營(yíng)銷手記的分析

打開文本圖片集

[摘 要] 借鑒文化中介相關(guān)理論，通過對(duì)30篇營(yíng)銷手記的分析探討營(yíng)銷編輯的文化中介工作過程，歸納其底層邏輯，指出營(yíng)銷編輯是具有能動(dòng)性、創(chuàng)造性、專業(yè)性的文化中介，在審美與市場(chǎng)的混合邏輯中進(jìn)行戰(zhàn)略性平衡并堅(jiān)守做暢銷書的職業(yè)理想。因此，應(yīng)重視其文化中介價(jià)值、提升其職業(yè)地位。

[關(guān)鍵詞] 文化中介 營(yíng)銷編輯 象征資本 職業(yè)地位

[中圖分類號(hào)] G231 [文獻(xiàn)標(biāo)識(shí)碼] A [文章編號(hào)] 1009-5853 （2024） 04-0056-08

Between “Editing” and“Selling”： The Cultural Intermediary Process and Logic of Marketing Editors——An Analysis Based on 30 Marketing Notes

Yang Jingjing

（Chinese Department，Yuncheng University， Yuncheng ，044000）

[Abstract] Based on the theory of cultural intermediary， this paper analyzes the intermediary work process of marketing editors through 30 marketing notes， sums up its underlying logic， and points out that marketing editors are dynamic， creative and professional cultural intermediaries， they strategically balance the mixed logic of aesthetic logic and market logic， and adhere to the career ideal of making the bestseller. Hence， we must attach importance to their cultural intermediary value and enhance their professional status.

[Key words] Cultural intermediary Marketing editors Symbolic capital Professional status

[基金項(xiàng)目] 本文受山西省高等學(xué)校2022年哲學(xué)社會(huì)科學(xué)項(xiàng)目“‘講好黃河故事’背景下蒲劇的新媒體生存與傳播研究”（2022W131）資金資助。（剩余9280字）