The Research On The Evolution Of Readers' Discourse Power At The Internet Perspective

In the Internet era,with the diversification and openness of public discourse platform and mode,a redistribution of the industrial discourse power has been happening.The subjects of discourse are no longer limited to relevant government departments or producers,consumers and the audience begin to have wider discourse space and influence.In terms of publishing industry,because of the outbreak of UGC,the diversity of reading communities,the rise of e-commerce,the popularity of crowd-funding&crowd-sourcing,the activation of community economy and the upgrade of C2B model etc.,network enables readers to participate in the publishing processes,including topics planning,content production,marketing and extension services.Not only the status and space of readers' discourse but also influence of readers'discourse is all gradually promoted.Therefore,the analysis of readers' discourse power and its evolution can help to improve readers' discourse rationally,be helpful for publishers and relevant government departments to find the main discourse leaders and have insight into the distributing structure and evolution trend of the discourse power at the same time,so as to formulate strategic planning about production scientifically and prospectively,marketing and management,in order to build a more harmonious and healthy industrial discourse ecology.However,it is lack of clear definition and theoretical discussion for both the academia and industry that a systematic cognition and research framework on readers' discourse power have been not formed so far,and empirical analysis and quantitative research are even in the blank stage.Given this,in this paper we firstly clarify the definition and relevant elements of readers' discourse power,and then analyze its evolutionary process and tendency from three aspects including qualification,space and status respectively,combining with empirical cases and quantitative data of current new media field.On the one hand,in this article a new research paradigm of discourse power will be proposed,which enriches relevant disciplinary theories in discourse-power domain and provides a new perspective for the research of publishing industry.On the other hand,depending on the measurement data of new media field,the author conducts an empirical study on the discourse content and its communication characteristics of readers in the publishing market,aimed at providing referential ideas for the government,the publisher and readers in policy formulation,strategic decision making and discourse expression,which can further promote the upgrading of the publishing chain and the harmonious development of discourse ecosystem of industry.The main content of this paper is as follows:the first chapter introduces the research background,and defines the purpose and research method based on overseas and domestic research results.The second chapter clarifies the concept and its components of readers'discourse power,including qualification,space and status.The third chapter analyzes the evolution paths of readers' discourse qualification from three aspects:systemic,technical and identity threshold.The fourth chapter addresses the evolution of readers' discourse space from three perspectives including expression channels,spreading features and content characteristics.Moreover,the fifth chapter explains the evolution of readers' discourse status focused on three points:social identity,industry acceptance and industry influence.The conclusion part points out the shortcomings and future research directions.