馬來西亞臺灣中文書籍與臺灣文化知識的傳播 ─以大眾書局為研究個案 （1984-2014）

The Dissemination of Taiwan Cultural Knowledge and Taiwan Chinese Books in Malaysia: A Case Study on Popular Bookshop (1984-2014)

書局、出版社作為文學場域和文化傳播的構成要素之一，觀察和分 析歷史悠久的書局／出版社之營運模式和出版活動，是協助了解文學場 域、文化傳播何以形成、如何變遷的重要視角。本文以目前馬來西亞最 大的華文書局兼出版公司─大眾書局為出發，探看其在推介和傳播臺 灣文化知識活動中所扮演的「媒介」角色。本文嘗試收集和統計馬來西 亞大眾書局自 1984 年設立以來的每月暢銷書目，進行歸納分析。研究 顯示，以大眾書局為考察對象所得出的中文書籍營銷狀況，反映出臺灣 文學與大眾文化知識在馬來西亞的傳播廣泛，其中純文藝與言情小說的 減少，勵志小品文的突出尤其顯示讀者的文學審美品味和價值選擇，同 時亦透露民眾精神自救的普遍需求。

Bookshops and publishers play an important role in constructing the literature field and culture dissemination. By observing and analyzing their publishing strategy and relevant activities, will help to understand for what reasons and in what means the literature field and culture dissemination to be formed. This paper takes the largest Chinese bookshop in Malaysia, Popular Bookshop, as a case, try to look into its roles as a medium in disseminating the literature and culture from Taiwan. From the analysis on monthly best-seller booklist in the past 30 years, it is found that the Taiwan book category of elite literature was less introduced in recent years, whereas the popular literature and books about spirituality or general knowledge became major best-seller instead. As a case study of a largest Chinese bookshop in Malaysia, these findings draw us to the attention of different research approach in dealing with the topic of knowledge and culture dissemination from Taiwan to Malaysia, which are the changing forms of literature and the eager demand of humanistic enlightenment from the broad masses.