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2015年是曹雪芹诞辰300周年,中国新闻出版研究院在第十二次全国国民阅读调查中,以专题形式加入了对国民阅读传统文化读物阅读情况和《红楼梦》相关作品阅读情况的调查。本文通过对此次调查结果的介绍,分析《红楼梦》在大众传媒时代文化语境下的阅读现状与受众欣赏偏好,指出《红楼梦》在网络媒介时代传播的特征以及接受和阅读困境的成因,并通过对传播方式变革过程中的《红楼梦》传播形态变迁的梳理,思考如何加强互联网+时代文化语境下《红楼梦》及其类似的文学经典的传播。
2015 is the 300th anniversary of Cao Xueqin’s birth. In its 12th National Reading Survey, China Institute of Press & Publication added a survey on reading the national culture of traditional Chinese readings and the reading of related works in A Dream of Red Mansions. Through the introduction of the survey results, this paper analyzes the current reading status and audience preference of A Dream of Red Mansions in the context of mass media era, points out the characteristics of the spread of “Dream of Red Mansions” in the era of online media and the causes of acceptance and reading dilemma Through the combing of the changes in the spread of “Dream of Red Mansions” in the process of the transformation of the mode of communication, this article tries to think how to strengthen the spread of “Dream of Red Mansions” and its similar literary classics under the Internet + age culture.