摘要
琼瑶作为小说家，其作品在文学、影视和文化等多个领域占据重要地位，多数作品在世界范围内广泛传播。本文从传播学视角出发，基于拉斯韦尔的5W传播模式，系统地分析并得出琼瑶作品传播的具体表现;通过琼瑶本人自身的影响力与出版社和电视台对其作品的传播助力，琼瑶作品以“爱与美”为主题，吸引了以美国为首的英语国家及亚洲等地区的广泛受众。图书馆和新闻报纸等多元化渠道不仅积累了大量的国际读者和观众，还为华语文学培养了潜在的国际受众，促进了跨文化交流与融合。琼瑶作品的国际化传播或许会加深文学界的一种认知，即文学作品的翻译以及与主流媒体融合，在文学传播中有着重要意义。
关键词： 文学传播；琼瑶作品；5W传播模式
Abstract
As a novelist, Qiong Yao's works occupy an important position in many fields such as literature, film and television, and culture, and most of her works are widely disseminated in the world. From the perspective of Communication Science, this paper systematically analyzes and concludes the specific performance of Qiong Yao's works based on Lasswell's 5W communication model. Through Qiong Yao's own influence and the help of publishing houses and TV stations in the dissemination of her works, Qiong Yao's works, with the theme of “love and beauty”, attract a wide range of audiences in English-speaking countries led by the U.S., as well as in Asia and other regions. Diversified channels such as libraries and news papers have not only accumulated a large number of international readers and viewers, but also cultivated a potential international audience for Chinese-language literature and facilitated cross-cultural exchanges and integration. The international dissemination of Qiong Yao's works may deepen the literary community's recognition that the translation of literary works and their integration with mainstream media are of great significance in the dissemination of literature.
Key words： Literary dissemination; Qiong Yao's works; 5W communication model
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