为盛大公开信一辩 堪称毛体公关范文

昨天中午,盛大骤然发布《致关心起点中文网的朋友们的一封信》,引发业界一片哗然。互联网名人谢文、朱威廉等纷纷撰文表态,认为此文字里行间充斥谩骂、威胁,色厉内荏,失了大公司的气度。而受众一侧更是一边倒的对盛大表示失望,网络上满屏批评嘲讽,不在话下。

中国有古话"书读百遍,其意自现",虽然谢、朱等大腕都是业内名人(朱威廉还曾经是盛大高管),而对于一篇公告到底如何解读,大致不忙人云亦云,回归文本,也许会有不同的发现。

这封信其实写的非常有学问。

作为公告,开篇第一句却是抒情"树欲静而风不止!"就文法意味,不只是气势十足,这更是在设置一种"强制解读语境",从开篇就开始强烈引导读者,而后在慢慢展开内容。

而后,一段简约的致谢客套过渡,第三段高潮再起,先以"时代"入题,把立意拔高,而后行文愈见铿锵,段尾一句"我们尊重这种挑战,但是对于最近发生的如下行为,我们只能鄙视和唾弃!"干净利索的完成定调,瞬间就把对手按在了道德的耻辱柱上

相信熟悉公文的朋友们至此已经发现了一个有趣的事实,如此笔法气势已经不那么象一个企业的表态,倒隐隐有了大国政府外交行文的味道。而如果更具体一点,甚至可以说本文风格就是在认真学习"毛体"。

所谓"毛体",其实是个学术概念,是钱理群先生对毛泽东政论杂文风格的专门定义,突出特征是"感情充沛,先发制人,强烈表达观点,相对轻视论据,首先置敌于较可笑与荒谬之地位,进而引发读者对所攻击者的反感与不满,如著名的「别了,司徒雷登」就是典型代表作"(抱歉,有点绕嘴,不过先生口述原文如此,不敢擅改)。

再往下读,"毛体"在文本中的体现愈发明显起来。且看原文中"推出马甲,掩耳盗铃,不惜作践自己,开展同业竞争"这一节,这段话被外界普遍认为攻击过于泼辣猛烈,有失风度。但这正是"毛体"的又一突出特征,擅用排比句,虽然往往不够客观,但文法力道十足,容易给读者带来强烈的压迫感,进而使读者认同自己的逻辑与观点。相信大家都还急得「纪念白求恩」篇尾那段著名的四连排比,对照参详,自然明了。

我们继续。"我们惊讶获悉此人居然在新成立的某文学公司里面担任主要负责人,这实在是其他从业者之大幸,也是网络作家之大不幸。"

这一节又是遭遇外界较多批评的,但从文法角度偏偏又是两条学习毛体的证据。一是白话文中带古文或书面语。众所周知,先主席传统学养扎实,所以虽然用白话行文,但习与性成,经常会不自觉带出古文的节奏感。二是如钱先生总结,毛体擅长切换角度,往往会忽然站在读者角度叙述议论,以激发更大共鸣。上述文字,不正是悄然在替作者、从业者抱怀担忧了么。

再写大致如此,证据俯拾皆是,所以可以几乎肯定的说,本文绝非一时冲动之作,而是在文法上包含着非常严谨高明的学习与套用。

于是一个有趣的问题产生了,到底这篇公告是谁写的?

我觉得,很大可能是陈天桥本人。众所周知,天桥口才极好,公开讲话,极少不脱稿,而且风格感性动人,用盛大一些朋友的话说,是"极富煽动性"。而更难得的是,天桥有中国互联网圈中罕见的政治情结,如媒体报道"共青团团中央委员是他极为看重的一个身份"。所以如此自觉的学习先主席文风,而且深得精髓,我以为不要说盛大,就是互联网圈内,大约也找不出第二个人。

此外,本文在公关上确实有不妥之处—-行业发展,何必威胁谩骂—-而盛大公关实力强大,按惯例不可能不做必要修改。而本文一气呵成,明显没有节奏的异数,可以断定是原文原味。那么,除了天桥本人,谁有如此权威?

朱威廉谢文诸位大腕,如果你们知道这是陈天桥的手笔,想必批评之前会三思吧。

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