On The Study Of Digital Transition Of Traditional Publishing Units In New Media Age

Publishing technology plays quite an important role during the progress of human civilization, and it has different features in different times, which has various effects on publishing and ways of reading in different times. With the invention of paper and birth of printing, traditional publishing technology has not only been effecting the spreading and recording of civilization, but also the development of this industry and people’s reading or even lives. Whatever the reading materials are, newspapers, books or magazines, people have to rely on paper publication when reading in the traditional methods. However, the flying development of the electronic technology or information technology since1960s has a revolutionary effect on publishing industry, which is represented by computer and communication technologies, and totally different from the traditional printing and publishing technology. It is a new era for publishing technology and reading for human being’s, for it breaks up the fence of paper reading but to electric paper or internet reading. Besides the traditional reading elements, digital publishing integrates with new cultural elements and reading methods and customs, which has an extensive influence on many things, such as the development of social culture, the changing of publishing industry’s mode, people’s reading method, concept and custom of cultural consume and traditional cultural industry and so on. But, unavoidably, the traditional publishing units has to meet various opportunities and challenges when it appears as a new publishing mode. So, it necessary for them to know clearly themselves and these opportunities and challenges, only by so can they take the opportunities and face and overcome the difficulties to be successfully integrated in modern industries.This thesis can be divided into four chapters, which studies the various questions emerging in the changing from traditional publishing to the digital publishing. In chapter II, it talks about the development of digital publishing in new media age and its influence on social life, which compares the different definitions of digital publishing from different scholars, analysis its different modes in new media age and its influences on readers’reading custom, cultural consumptive custom and traditional publishing industry in detail. Based on the clear understanding of digital publishing, Chapter III analysises the opportunities and challenges for digital publishing in new media age, in which part I presents the situation of traditional publishing comparing with digital publishing, while part II talks about the difficulties faced by traditional publishing units in the process of transforming to new publishing modes to adapt itself to the new challenges in new media age, which including the misunderstandings of digital publishing concepts, the difficulties of human, finical and technological resources and the copyright maintenance in the process of detailed digital publishing. Of course, it talks about the advantages during this process. And chapter IV, based on the above chapters, puts forward the efficient strategies for the current digital publishing and the conclusion of this thesis. This thesis discusses the possible difficulties and problems in the process and the reasonable suggestions and opinions, so it will be helpful for transition from traditional publishing to digital publishing in our country.