Research On The Ecological Transformation Of Digital Publishing PGC Model From The Perspective Of Media Materiality

Today,the blowout wave of digital development supported by the Internet,big data and artificial intelligence technology is subverting the development pattern of traditional media,providing many possibilities for digital industrial clusters and ecological construction.In contrast,it is the extensive application of technological upgrading within traditional media and the innovation of narrative discourse.Content is central to the development of the traditional publishing industry.After the traditional publishing industry content production has gone through the transition process of electronic media and platforms,it will return to the ecological construction with the PGC model as the core.Only the ecological construction of the PGC model empowered by digital technology can broaden the boundaries of content production and open up competitive traffic portals in the era of ATMs.The basic idea of this study is from the perspective of the materiality of media,borrowing Han Bingzhe's "accelerated time" theory,Xu Yu's "topological time" theory,William Gibson's "cyberspace" concept and Merleau-Ponty's "" Taking typical cases in the digitalization process of the publishing industry as the analysis object,it discusses the shaping and transformation of the digital publishing PGC model ecology by digital media technology from different perspectives.In the past,communication studies often regarded media technology simply as an intermediary in the process of content communication,focusing on the study of communication effects,ignoring the material properties of media technology and the inherent time-space logic of the technology system.Therefore,studying the transformation of the PGC model in the publishing industry from the perspective of media materiality is to explore the possibility of the future of publishing ecology from a new perspective.Thinking about technology,time,space and body as a whole,starting from the internal logic of media technology and publishing infrastructure,breaking through the development dilemma of traditional publishing,building a professional content platform ecology for digital publishing,and gaining insight into the future development trend of the PGC model.First of all,under the continuous shaping of the media's temporality,the narrative of the PGC model presents the characteristics of intertextuality,fragmentation and disorder,and also organically combines personal memory with collective memory,so that micro-individuals also participate in the construction of collective memory.Secondly,the cyberspace created by media technology continuously strengthens the subjectivity of "individuals",de-intermediates the content production process,and at the same time shifts the process of knowledge dissemination and sharing from the private domain to the public domain,promoting digital publishing as public knowledge The changing role of space.Finally,from the perspective of embodiment,the PGC model presents the tendency of immersion in reading experience and interaction of reading situations.Therefore,the digital publishing PGC model ecology can look forward from four directions in the future.In terms of text narration and cultural memory construction,the digital publishing PGC model should use time-space reorganization to realize the orderly aggregation of knowledge fragments,and strengthen the function and mission of the memory construction of the publishing industry through the digital presentation of cultural memory heritage;in terms of ecological structure,digital publishing The PGC model should realize industrial reconstruction through cross-border cooperation and new originals to empower classic literary IP;in terms of content presentation and consumption scenarios,it provides readers with customized scene services,and uses material or non-material carriers to transform the PGC model into the PGC model.The contained culture and history are more vividly presented;in terms of talent support and process upgrading,more efficient content production is achieved by absorbing emerging publishing talents,streamlining publishing channels,and intelligentizing publishing management.