媒介融合背景下MOOK的转型策略

发布时间：2018-02-04 11:59

本文关键词： 媒介融合杂志书转型　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：媒介技术的发展带来传播技术、传播形态和传播观念的变化,使得媒介融合成为媒介产业中不可抵挡的趋势。并且随着媒介融合外延的扩大,它对越来越多的产业带来深刻的变革。图书和报纸、杂志一起构成现代传播的重要媒体。在经历了媒介发展史中每一次传播科技革命后,在互联网的强烈冲击下,图书消失论、纸媒消亡论此起彼伏。因此,寻找新型的图书产品形态,以适应互联网时代的消费文化和市场走向,成为出版行业转型的关键。在这个趋势下,MOOK以其小巧灵活的形态优势,成为一种新型的出版模式。但除了受到国家“禁止以书代刊”的相关规定影响外,MOOK在突破传统出版形态的道路上也困难重重,存在诸如选题单一、形式大于内容、营销渠道单一等问题。但与此同时,《知乎周刊》、《知日》等MOOK在品牌和影响力上的成功,也证明MOOK仍旧是一种具有活力和潜力的出版形式。本论文的目的是通过讨论媒介融合背景下、内容、技术和渠道三个因素对出版业态的影响和改变,并通过《知乎周刊》等成功案例的考察,探索MOOK这种新型出版形态的转型策略。从媒介融合趋势的宏观视域为其提出预测性方案和可行性建议。本文的创新点是,将媒介融合的理论与出版实务相结合,以实践项目MOOK《零》系列第一辑《新媒体:创业者说》为例,对其选题策划、内容采编、渠道运营、商业模式等方面提出完整方案,完成从理论研究到实践的闭合回路。
[Abstract]:The development of media technology brings about the change of communication technology, communication form and communication concept, which makes media convergence become an irresistible trend in the media industry, and with the expansion of the extension of media convergence. It brings profound changes to more and more industries. Books, newspapers and magazines together constitute the important media of modern communication. Under the strong impact of the Internet, the theory of book disappearance and the theory of the extinction of paper media rise and fall one after another. Therefore, to find a new form of book products in order to adapt to the Internet era of consumer culture and market trends. Become the key to the transformation of the publishing industry. In this trend, Mook with its small and flexible form advantage. Become a new mode of publishing, but in addition to the national "ban on the book on behalf of the magazine" related provisions, Mook in the way of breaking through the traditional publishing form is also difficult, such as single topic. The form is greater than the content, the marketing channel is single and so on. But at the same time, the success of MOOK in brand and influence, such as "Zhihu Weekly" and "known Day". It is also proved that MOOK is still a dynamic and potential publishing form. The purpose of this paper is to discuss the influence and change of publishing format by three factors: content, technology and channel in the context of media convergence. And through the "Zhihu Weekly" and other successful cases of investigation. This paper explores the transformation strategy of MOOK, a new publishing form. From the macro perspective of media convergence trend, it puts forward the predictive scheme and feasibility suggestions. The innovation of this paper is. This paper combines the theory of media integration with the publishing practice, taking the practical project MOOK "zero" series No. 1 series < New Media: entrepreneur Theory "as an example to plan the topic, collect and compile the content, and run the channel." A complete scheme is proposed to complete the closed loop from theoretical research to practice.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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