| 摘要: | 自英、美300多年的書評史中耙梳評論的意義，發現書評種類有摘錄式書評、百科全書式的書目資料整理、以學院教授詮釋為權威的專家書評，或是在沙龍文化中企圖以書評家個人的博學多聞，為作品評定歷史地位的文化人書評。這些書評風格迥異、對評論意涵詮釋不同，但都是社會菁英在知識上的權力象徵，從選擇書籍開始，到評論觀點的展現，無不對閱讀大眾影響深遠。 頂著專家的權威，書評籠罩在商業的消費意識裡，自上而下地教導讀者，書評控制在書評家、編輯、各領域專家的手上，成了知識擁有者的權杖、成了書評家自我拯救的過程。但是，書評是為讀者而寫，書評在向人類知識公有資產借取之餘，卻忽略廣大閱讀心靈的獨特性與創造性，我們鮮見閱讀大眾對評論提出回應與質疑，廣大讀者的聲音在系譜化的歷史中缺席了，讀者的思想與創作在書評權威的祭壇上被獻祭了。這是書評作為購書指南的迷思，這個迷思直到網際網路新媒介的出現，才重新發展出新的秩序。 網路讀者書評的遲來晚到，終究還是對傳統平面書評產生重大影響。本研究針對亞馬遜網站上的讀者書評進行觀察，發現其書評匿名性、數量之龐大、我手寫我口、直抒胸懷的寫作風格引起諸多批評，而在資本主義文化邏輯的影響下，呈現出知識商品化、商品知識化、深度感的消失、去中心化等特色。然而，在網路中，各種不同觀點的讀者書評都能匯聚一堂，不同文化、年齡、性別、教育程度、階層、知識背景的讀者，對一本書的多元看法都同時存在，因而匯聚成亞馬遜讀書社群，因為，亞馬遜在背後所提供的個人化服務與互動機制，使它不只是個網站，還是個「社區」。 巴特宣布「作者之死」，亞馬遜則揭示「讀者之生」。藉著網際網路的發展，讀者重新得到應有的權利，不但參與閱讀過程，更積極加入寫作的活動中。人人皆有評論、書寫的權利，說明讀者能有作者、書評者、編輯的書寫、詮釋與建議的平等地位外，也揭示角色性質的重複與功能定位的逐漸模糊。古騰堡印刷術發明，讓人人都成為讀者；全錄影印機發明，加上個人電腦普及，讓人人都能成為出版家；而網際網路普及，則讓每個人都能成為作家/書評家。 讀者書評因為網路特性而打破原先思考模式，使書評、出版機制中的作者、編輯角色產生轉化，尤其是在網路世界搜尋引擎、人工智慧代理程式、超連結等資訊整合以後所形成的龐大媒介力量，不只促使書評家定義改變，連閱讀、書寫、出版，都不得不衍生出新的定位。在網路發展成熟的未來，書籍將是多元的論述場域，作者是論述場域的奠基者，讀者是論述場域意義延伸的共同創作者，而編輯是論述場域背後的設計引導者，這一套新定義，來自對網路的認識與瞭解，也來自網路對書寫與閱讀質變的影響下，不得不有的體認。
Various book reviews occurred throughout the 300 years of British and American book review history, such as excerpt reviews, encyclopedia reviews, expert reviews from authoritative professors and literacy reviews which try to comment on works in the salon culture. Though these reviews are totally different from styles and hermeneutic, they all symbolized the knowledgeable power of the experts who influence the public readers deeply from preference to review exposition. Book reviews enveloped in the commercial culture by the power of experts who teach readers in a lofty stance. Hence, book reviews dominated by reviewers, editors and experts and, become knowledge possessor’s privileges and self-rescue process. However, book reviews are written for readers. Yet, we seldom hear the voices of readers who have been absented in the pedigreed review history. The appearance of the internet changed the myth of book review. Online reader reviews have a great impact on the traditional reviews. This study examines the reader reviews on Amazon.com and discovers that those reader reviews are anonymous and straightforward which caused incisive critiques. Commercialization of knowledge, superficiality, and de-centralization has characterized the online reader reviews. Therefore, the different views of various culture, age, gender, education will all exist in the internet. The personal services and interaction that Amazon.com provides make Amazon.com not only a site, but also a learning community. Roland Barthes declared the death of authors, whilst Amazon.com revealed the birth of readers. Readers retrieve the rights of reading and writing which equally provides to every human being. Gutenberg invented the printing and makes everyone become the reader while photostat machine and computers made everyone a publisher. Likewise, the internet made everyone an author or a reviewer. Online reader reviews has changed the harmonious reviewing system and transformed the roles in the publishing industry whereas the internet has rewritten the definition for publishing. It is, the book is a discourse sphere; the author is the founder of the discourse sphere; the reader is the co-creator of the discourse sphere; and the editor is the guide of the discourse sphere. |
