"The Power Of Media" In The Course Of The Best-selling Literary Book's Forming In The New Century

As a tool for communication, the media's impact on the development of society and history has always been a concern of many scholars and researchers. The maturity of the media technology and the continuous development of the media context,has left an indelible imprint in the life of society,including the spiritual life,in all aspects.As one of the main modes of human culture's transmission, publication is an important part of human life in the society,and its development process has a great connection with the evolution of media and media environment. It is in the specific process of oral communication, paper dissemination, electronic dissemination, the publication has been come into being and continued to become mature.The media's impact on publishing activities is complex and profound: both external as well as internal; is content, but also the form; both embodied in the present and reflected on history. Each time the media's technology being innovated, it often means the publishing industry's revolution. Therefore, the study of morphological evolution of the publishing industry must be in the specific environment of the media.With the rapid development of the information society in the new century, the relationship of the publishing industry and the modern media is becoming more complex. The media not only affect the living environment of book publishing and circulation process, to some extent they affecte the books' text, forms and even authors and readers's psychology, and the scope and extent of its impact is unprecedented.In this paper, taking "The Power of Media in the Course of the Best-selling Literary Book's Forming in the New Century" as the title, we want to inquire into the media's role in the course of the best-selling literary book's forming. And it is expected that we could examine the confusions in the front of the publishing industry through the media,and find the ways to improve the publishing technology and environment.We hope that it could contribute to the continued prosperity of the publishing industry.