國立屏東大學學報:人文社會類  2018/08
第三期 (Vol.3)     71-114
 
儒與商之間:馮夢龍《三言》的編輯策略與商業出版  
Confucianism vs. Commerce: Editing Strategy and Commercial Publishing of Feng’s San yan
潘芊樺
PAN.CHIEN-HUA
中文摘要
論及通俗小說的發展過程與明代庶民社會現象時,馮夢龍(1574-1646)的《三言》鮮少缺席在討論的案例裡,這顯示出該作品在明代通俗文學與文化發展過程中的重要性。然而馮夢龍與其編纂的《三言》,所涵括的意義與特殊性質,不單是短篇白話小說的集大成者這文學層面的成果,更是明清代商業出版文化的一個獨特縮影,而這也是本文企圖切入馮氏與其作品的另一種研究途徑──一個書香世家的傳統文人,如何穿梭於大眾商業出版物之中?而這在商業意識主導下的出版物,馮夢龍如何將儒家思想化為商業操作的一環?馮夢龍作為一個出版者、一個文化人,是如何去定義自己的出版品,而他的自我定位又與明清時期的商業出版市場回應,有著何種的互動與差異?
本文將以「儒和商之間」作為討論的主軸,於文學的立場之外,從出版與市場的角度來論探馮夢龍《三言》的商品性質,與其作為出版人在商業市場中的編輯策略是如何呈現。

中文關鍵字馮夢龍;三言;商業出版;編輯;通俗文學

英文摘要
Menglong Feng (1574-1646)’s San yan are indispensable to discussions regarding the development of vernacular novels and the social phenomena of commons in the Ming Dynasty. This highlights the importance of these three works in the development of vernacular literature and culture in the Ming Dynasty. In addition to the literary achievement for being the epitome of vernacular short stories in the significance and specificity terms, they represented the unique miniature of commercial publishing in the Ming Dynasty. This is another way that this paper intends to investigate Feng’s works: How a traditional scholar from a scholarly family shuffled across the vernacular and commercial publications? How Feng ‘commercialized’ Confucianism through business-oriented publications? How Feng defined his own publications as a publisher and a writer? What are the interactions and differences between his self-positioning and his response to the commercial publishing market in the Ming and Qing dynasties?
With ‘Confucianism vs. Commerce’ as the subject matter, in addition to Feng’s literary status, this paper examines the merchandise quality of Feng’s San yan in terms of publishing and marketing and how he presented the editing strategy in the commercial market as a publisher.
英文關鍵字Menglong Feng;San yan;commercial publishing;editing;vernacular literature