Research On Chinese Theme Publishing(2003-2016)

The official formulation of "Theme Publishing" was derived from the Theme Publication Project implemented by the General Administration of Press and Publication in 2003,which proposed that "the theme publication is subject selection and publishing activities based on major events,great activities,important themes,vital theoretical issues and others of the Party and the Nation at the national political,economic,social and cultural aspects.Based on depth and breadth of the influence of theme publishing activities,the industry has been conducted relative studies,but a lack of system and integrity in some degree.This paper systematically examines the history,function and significance of the theme publication and finds that the theme publishing activities have existed for a long time,which appeared in every regime and played a full role in each historical stage.The theme publishing embodies the importance of ideological superstructure to the politics,reflects the very reality in the development of the Party's cause,shows the important mission in the Party's theoretical innovation.This paper divides the theme publication from 2003 into three stages:the initial period(2003-2006),the growth period(2007-2012),the rapid development period(2013-2016).It summarizes the theme publishing experience at the levels of the government management,the industry,the enterprise and the market,and try to conclude the regularity of the theme publication with "top-down" and "bottom-up"interactive development ways,doing nothing after doing something,and integration with high-quality publications.The article analyzes challenges of the theme publication and holds that the following contradictions must be solved for its development in the long run:the one between massive quantities and low quality,the one between academic and popular publishing,the one between the timeliness and chronicity,and the one between the strong political task and the strong resistance of the reader.Finally,the article predicts seven trends in the development of the Chinese theme publishing:stronger support from the government,clearer direction,pan-subject publishing concept,closer development between theme publishing and digital publishing,steadier demand-side,abundant supply-side and deeper influence of theme publishing.Moreover,countermeasures and suggestions are been put forward here that the national management level should make the "top-level design" for the theme publication;the publishing organization should dock actively with the national strategies and combine with the local characteristics;The scientific research community should closely cares the theme-publishing practice and set up professional research institutions with theme publishing.