| Since March,1995, the first electronic magazine came out in Shanghai, the e-journals in our country has developed for 14 years. During this period, e-journals have changed in three different forms, email, the digitalized form of traditional magazines and multimedia interactive forms. The development of the three forms has close connections with the exploitation of internet techniques and challenged people's reading habit in different stages.The thesis focuses on the third period of the e-journals, multimedia interactive e-journal. With P2P technique, the e-journal is presented in multimedia information, such as, words, videos, flash and 3D. From the beginning, it undergoes four stages, the beginning, exploration, rapid development and slow development stage. As a new thing for internet, e-journals have got several high-risk national investments during the four years'rapid development period. Just in 2006, the overall market size has reached 100 million. It becomes hot for new media. By 2010, we expected the user mount getting to 105 million. But in 2020, we heard a'collapsing'sound. It doesn't develop well as we expect. Facing the doubts, some strong enterprises still joined in the e-journals. The old ones start to look for some other ways to develop. With the plain situations, the paper will study in the perspectives of the magazine and its relation with human to see weather there are possibility to exist and develop or not.Interactivity is a great characteristics of internet. In the interactive context, the e-journals have realized the integration of human and machine interactivity and between human beings through electronic technique strength. That is to say, readers can choose the background music of the e-journals according to his interests, click buttons to control the developing plot of the text stories and broaden overall pictures to enjoy the contents. Base on this, readers can interact promptly in internet through the sets of discussion areas, message board, writers and editors to deduce the feedback sector. With the interactive basis and e-journal platform, strong online and offline market and spreading effects can be realized.Through the characteristic study of e-journal and relative investment, we can see that the e-journal itself has been accepted and agreed. Suitable position on technique forms and content sets have not been found and accepting investing risks too early and too much also made it have no clear profit model from very beginning and money deficiency in later period. But these problems don't show that e-journal trade debates internet spirit and has no possibility to exist. The thesis thinks the present situation of e-journal trade is just the disappearance of a new thing's the foam during the developing process and waiting for a new turn to change.At present, some e-journals platform and manufacture has begun to search for changing ways. Based on the present changing directions and the properties of the e-journal a new developing and feasible way has been proposed combining with communicational science and economics theories.The first is to win in forms, profits are implemented in an electronic commercial way and through exploring related software of e-journals to open internet business by enterprise business magazines. The second is to improve the quality of the contents and as an internet information keeper and realized the king of contents. The third is to form industrial chains in e-journal industry to realize reasonable division of labor and the harmonious development. It is hopeful to give some suggestions for the development of e-journals industry. |
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