Self-Publishing In The United States In Digital Prosumption

In 1980,Alvin · Toffler noted the trend prosumption that consumers become producers,producers becomes consumers,producers and consumers gradually blurred boundaries and showing a convergence trend in his work " the third wave "· The priority application of this concept is in economic.The earliest way of prosumption was self-help as the main form of consumer activities.With the gradual maturity of Web 2.0 technology,large-scale collaborative creation,user production content in the content industry,rising trend,inverted theory researchers to re-examine the content creation level of producers and consumers integration trend.Web 2.0 technology makes the text,picture,video,audio and other fields,between producers and consumers large-scale interactive relationship become a reality.The existing communication relations break down and tend to be remolded.Since publication of the development of production in the fusion show a unique path of development,and the U.S.publishing market shows a higher maturity.At the same time,the domestic self-publishing is in on the rise.The U.S.self-publishing development path shows a strong reference to China's self-publishing development.Stem from 19th century in western countries,since the publication controlled by the traditional publishers,many author published their own special publishing format.In the self-publishing mode,authors control the books' binding,style,price,distribution,marketing,distribution and other aspects.Along with the popularization and development of network information technology,on the one hand,authors take advantage of the network platform to publish printed books or e-books.Authors who chose self-publishing publishing,has a strong autonomy,in-depth participation in editing,publishing and distribution.Authors generate the process between production and consumption in the interaction of publication.On the other hand,readers can also utilize Web 2.0 technology providing a shared platform,which ensure power of co-creation,even collaborative creation and personalized customization.Enhanced reality and virtual reality,transform the interaction readers and the authors from human-computer interaction into a real interpersonal interaction.In addition,the readers participate in the dual role of creation and marketing to achieve multi-dimensional production and disintegration.Thus,self-publishing in the U.S.exemplify the technical interaction between the authors and the readers simultaneously.The repositioning of the role of readers and authors promoting the production of fusion economy,the new communication relations and transmission of power were constructed.But behind this change in power,since the publication of the author's social role of cognition as well as the reader as co-authors by the invisible power of the self-publishing participants:the publication of the author,the publisher,the reader itself included,submerged in an carnival of interactive.Since the authors' reputation assets and readers' data privacy issues become important factors affecting the healthy development of the publication.Domestic rising of self-publishing industry is concerned,taking insight into the U.S.self-publishing industry in the development of implicit problems,is conducive to social norms of domestic self-publishing business.In practical way,the U.S.self-publishing plays an role in the integration of media convergence ecological environment,human-computer interaction technology and morphology from the author and the author discourses,social relations in-depth.Based on that,the paper tries to find a healthy model of domestic self-publishing.Under this framework,this paper mainly uses literature analysis,comparative study,case study and other qualitative research methods,analyzing prosumption both in domestic and in the U.S.since existing academic research biases and blind spots.Plus,the favorable policy and "Internet +" oriented trend push domestic self-publishing a promising morphology.