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）

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。

關鍵字

馬來西亞；大眾書局；華文書籍；臺版書籍；知識傳播

並列摘要

Bookshops and publishers play an important role in constructing the literary field, as well as cultural dissemination. The observation and analysis of publishing operations and related activities helps to clarify the reasons and the means by which the literature field and culture dissemination are formed. This paper focuses on the largest Chinese bookshop in Malaysia, Popular Bookshop, as an example, attempting to look into its role as a medium through which the literature and culture from Taiwan is disseminated. An examination of the monthly best-seller booklist over the past 30 years reveals that the Taiwan book category of elite literature has diminished in size in recent years, whereas popular literature and books about spirituality or general knowledge have become major best-sellers instead. These findings highlight a different approach when researching the topic of knowledge and cultural dissemination from Taiwan to Malaysia; that is, the observation of changing literary trends, as well as the demand of humanistic enlightenment from the general masses.