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The Research on Media Convergence of Book Publishing in China

Author: ChenJu
Tutor: ZhangKeFei
School: Lanzhou University
Course: Communication
Keywords: Book Publishing Media Convergence Bestseller Digitized
CLC: G239.2-F
Type: Master's thesis
Year: 2008
Downloads: 614
Quote: 1
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Abstract


The book is the most ancient form of print media. The current status of a variety of new media are emerging, the audience of the book seriously squeezed. According to statistics, China's national book reading rate decreased from 60.4% in 1999 to 48.7% in 2005, up from 34.7% in 2007. 2007 network was 36.5% for the first time more than the rate of book reading. 21 Internet Development Statistics released by CNNIC report shows that China's Internet users has reached 210 million. In addition, the application of multimedia technology, the popularity of mobile phones, as well as the development of digital technology, making the book publishing forced to survive the pressure in the promotion of advanced technology, profitable demand a new pattern, this is the book publishing media convergence. There are two main forms of media convergence, between integration and mergers and acquisitions in the media, in a bid to scale the effective media industry. Blend with the interaction between the different media, mainly between different media, modes of transmission and the contents of each other to borrow, in order to promote common development. The integration between the different media in China has just started, the majority is not completely the behavior of the market, the publishing group is not large-scale, cross-media media the predators also did not appear. Book publishing media convergence refers to the full use of the characteristics of a variety of other media and other media to achieve a mode of transmission and content blend with interactive books. See mainly in three aspects of publishing content and form of marketing strategy and means, the way of reading from the publishing process. The paper is divided into six parts. The first part is an introduction the proposed research motive and purpose, and the object of study, the scope of the relevant literature and research methods are briefly described. The second section provides an overview of book publishing media convergence, do define important concepts and books published in the form of media convergence. The third part, media fusion of the best-selling book, for example, select the book publishing media convergence analysis of nine cases. The fourth part of the book publishing media convergence phenomenon: changes in the development of the publishing industry, books, media and readers psychological changes, media and consumer culture interaction and complementarity of different media functions and evolution. Part V summarizes the book publishing significance of the integration of media, from the positive significance less than two expositions: on the one hand not only give publishing companies to bring economic and social effects, or effective way to respond to the information technology revolution and foreign shocks; another aspects of the operation process there is a lack of talent with simplistic. Finally, as part of the conclusion. Book publishing media integration mode is the traditional book publishing deal with the inevitable road to fierce competition between the media, enhanced the paper books competitiveness and expand the scope of the book publishing, forms and profitable mode. Although there is a lot of drawbacks, but the meaning of this mode can not be set whether.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Publishing > Countries in the world publishing industry > China
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