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The Research On Media Convergence Of Book Publishing In China

Posted on:2009-11-20Degree:MasterType:Thesis
Country:ChinaCandidate:J ChenFull Text:PDF
GTID:2178360245481848Subject:Communication
Abstract/Summary:PDF Full Text Request
Book is the oldest press media. At present various new media appear continuously. Reader is subjected to squeezing seriously. According to statistics, our country's national reading rate dropped from 60.4% in 1999 to 48.7% in 2005. In 2007 the rate is 34.7% and the internet reading rate is 36.5%, which exceeds book reading rate for the first time. The 21st internet development statistical report from CNNIC shows that our country's netizen has already reached 2.1billion. Therefore, propelled by advanced technology and pressure of existence, book publication appears a new structure that is book publication's media convergence.Media convergence has two forms: First, the integration and merger of media, it can generate scale benefit. Second, the integration and interaction among different media. It mainly refers to the borrowings of transmission way and the content of communication in order to promote common development. Integration between different media has just begun in China; the majority is not complete market behavior. The publishing group is not large-scale enough; cross-media predators also do not appear. Media convergence of book publishing mainly means book fully takes advantage of the characteristics of various media to achieve the integration and interaction between transmission and content. On publishing process it mainly embodies three aspects: Publishing content and form, marketing strategy and means, reading means.This paper is divided into six parts. The first part is the exordium that proposes the research motivation and purpose. This part is also a brief explanation to study objective, related literature and study methodology. The second part has summarized media convergence of book publishing in China and the definition of important concepts. The third part has studied the bestseller and selected nine cases to analyze the media convergence of book publishing. The fourth part analyzes the reasons of media convergence of book publishing: the development and the evolution of publishing industry, the media tendency of book publishing, the changes of reading psychology, the interaction of the media and consumption culture, the development of different media functions and complement. Part five summarizes the significance of the media convergence of book publishing, including the positive significance and its deficiency. On the one hand, publishing companies can not only achieve economic and social effects, but also can cope with the revolution of information technology and the impact of foreign capital. On the other hand, there are some inadequate factors, such as the talent lack and simplification in the course of operation process. The sixth part is a concluding remark. Media convergence of book publishing has become the inexorable road for the traditional book publishing, facing the challenge of fierce competition between media. Moreover, it has enhanced the competitive ability of paper books and developed the publication scope, publication form and the profit model. Although there are still lots of inadequacies, but the significance of this mode represents is positive.
Keywords/Search Tags:book publishing, media convergence, bestseller, digitalization
PDF Full Text Request
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