The Research Of The Publishing Communication Of The Chinese Classics

Chinese publishing industry bears the special and important role of publishing andpromoting classic literary works in the contemporary context (from1978to today), passingthe heritage of traditional culture to new generations of readers. China’s publishing industry isblessed with five thousand years of Chinese civilization as publishing resources, thepopularity and influence of which cannot be underestimated. As the social development ofsociety accelerates on a daily basis, fewer and fewer people read and understand about theclassics. What’s worse, publishing institutions at large also show weariness to further publishclassic writings. In this case, we cannot help but worry about waning prospect of thetraditional cultural essence in new time. Therefore, we need to realize the status quo of theclassics（take the Four Classics）of publishing and try to find solutions to the urgent problems.In this paper, the author explains several main concepts of press and publiccommunication of Chinese Classics, and, based on analyses of pragmatic importance ofdeveloping the publishing resources of the Classics and case studies on publishing andpromotion practices of Chinese Classics in China and foreign territories, summarizes thebottleneck of further development of this type of publishing, and offers proposals, such asimproving the contents and publishing formats, utilizing the transmedia storytelling techniquefor promotion, and furthering copyright protection, in the purpose of providing feasiblesolutions to the contemporary communication of Chinese Classics and spreading moreexcellent “Chinese Works” to readers home and abroad.