Research On The Publishing Scene Of Digital Books From The Perspective Of Consumer Culture

Driven by digital technology,digital reading through portable mobile devices has become a major way for people to acquire knowledge and culture.In essence,reading activity is a process of cultural consumption in which meaning is exchanged and generated in the symbolic interaction between readers and objects.Digital reading products such as e-books,We Chat public accounts and audio reading apps have infiltrated people's fragmented time,forming a picture,cultural consumption and knowledge sharing of every moment of life picture.In recent years,along with new technologies such as big data and sensors,the Internet Web 3.0 is coming into the era of mobile communication characterized by "scene segmentation".The emergence of the "scene" factor in the mobile communication era is changing the development of digital publication.As the spatial and temporal context in which users receive and use digital books," scene " is closely related to users' reading and cultural consumption behaviour,and it pays more attention to users' psychological state and emotional experience when consuming culture,which in turn deeply affects users' interest,demand and choice of digital books.This objectively requires the publishers of digital books to follow the trend and seek greater development value through " scene-based " development.The "constructability" of the scene means that they have more initiative in developing more cultural values.This will enable the publishing industry to better realise its social role in the production,transmission and innovation of spiritual culture.Based on the above considerations,this paper takes the perspective of consumer culture as the starting point,looks at the connotation and essence of " scene-based " from the connection between " scenes " and users' cultural consumption behaviour,and analyses the publishing scene-based logic of digital books,as well as how the publication of digital books can make use of " scenes " to better achieve the guidance of cultural consumption and the dissemination of cultural values.Firstly,a deeper understanding of "scene-based" is a prerequisite for the scene-based approach to publishing.This paper looks at "scene-based" from the perspective of consumer culture,arguing that the essence of scene-based is to construct users' consumption scenes through symbolic representation and meaning-making,provide services according to the needs of the scenes,and facilitate the consumption behaviour of the scenes.The core of "scenarioization" is to create the "scene value" of the product.Secondly,to "scenarioize" publishing means to put the essence of "scenarioization" into all aspects of publishing,and continuously create the "scenario value" of digital reading materials.The main subject of "scene value" is the user,which is expressed as the emotional experience,psychological satisfaction and meaningful recognition obtained by the user when consuming the product/service.Therefore,the "scene value" needs to be pre-determined and injected by the producer,but also needs to be reshaped and established in the users' scene consumption practice,and in the circulation and generation of symbolic meaning.The creation of " scene value " runs through the entire chain of activities from publication production,dissemination and promotion to user consumption.Therefore,the logic of scene-based publishing of digital books in the perspective of consumer culture is the logic of how publishers make digital books form "scene-value" in the process of circulation and generation of meaning in production,dissemination and consumption,which goes through "production-predetermined meaning" and "marketing-awakened meaning".It goes through several important stages-"production-pre-determining meaning","marketing-evoking meaning" and "consumption-interpreting and generating meaning".Finally,guided by the logic of creating "scene value",there are some practical experiments that can be carried out in the development of scene based publishing for digital books.In the concept of publishing," scene" should be the starting and ending point;in the production of content,attention should be paid to the selection of topics,presentation forms and the construction of cultural meaning;in the publishing and marketing process,it is necessary to make marketing activities an experience for users from two aspects of realistic scene guidance and virtual scene guidance;in addition,the development of the publishing scene of digital books should still pay attention to its own brand building to maximise the value of IP scenes.