| In the era of new media, the rapid development of technology has brought about huge changes in the field of communication, the digital technology has given rise to many new media forms and ways of presentation. Such influence is gradually getting into the various fields of mass communication, and subtly affecting the contemporary social culture. Book publishing as a relatively traditional media industry, is also under the impact of new media technology and environment, mainly with the popularity of digital publishing and digital publications, among which the iPad book is one kind of the latest and most typical digital book. Compared to many other types of books, the content of popular science books especially adapt to new media forms, and the applications of new media technology and elements in them are pioneering and representative.In this dissertation, iPad books of Dorling Kindersley are taken as the specific research object, and'the circuit of culture' theory by Stuart Hall is taken as the theoretical framework. Through the methods of market research, content analysis, interview and focus group interview and so on, the phenomena and characteristics of the five cultural processes in popular science books production are respectively studies, including representation, identity, production, consumption and regulation. And combined with the correlations and interactions between them, the influence of new media technology and environment and the changes in popular science book publishing are analyzed. The study has found that popular science books publishing in the new media era is facing diverse audience demand, and with new technologies more attention are paid to the unity of innovations in form and higher quality in content. Regulations in the industry that cohere with the new media environment have been gradually formed, and new cultural identity and values are also being created. |
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