数字产消融合背景下美国自出版研究
发布时间：2018-08-05 09:30
【摘要】：1980年阿尔文·托夫勒在著作《第三次浪潮》中提出消费者成为生产者,生产者成为消费者,生产者和消费者的分界逐渐模糊并逐呈现融合的趋势。产消融合最先应用的领域是经济领域,最早的表现方式则为以Self-help为主要形式的消费活动。伴随着Web 2.0技术的逐渐成熟,大规模协同创作、用户生产内容在内容行业的上升趋势,倒逼理论研究者重新审视内容创作层面生产者与消费者融合的趋势。Web 2.0技术使文本、图片、视频、音频等领域中,生产者和消费者之间大规模互动关系成为现实。既有的传播关系打破,传播权力实现重塑。美国的自出版起源早,其数字出版行业发展迅速,出版业规模全球第一。此外,美国数字版税历经沿革,发展成为世界先驱。美国自出版在成熟的出版业中得到了较为丰富的资源。因此,美国的自出版发展在产消融合中表现出独特的发展路径,且自出版市场成熟度较高。与此同时,国内的自出版则处在上升期,研究美国自出版发展路径对中国自出版发展具有较强的借鉴意义。起源19世纪的自出版是指作者在绕过传统出版商的情况下,作者自行出版的特殊出版业态,最早的形态为自费出版。在自出版模式中,作者控制包括图书的装帧、体例、价格、发行、市场营销、分销等环节。而伴随着网络信息技术的普及与发展,一方面,作者利用网络平台实现纸质书或者电子书的出版。作者在出版的过程中,拥有较强的自主性,深入参与编辑、出版与发行。作者在出版互动中实现了产消者的统一。另一方面,读者借助Web 2.0技术提供的共享平台,能够更多地对作者的创作施加权力,甚至是协同创作以及个性化作品定制。增强现实与虚拟现实技术,为自出版中读者与作者互动关系由人机互动变为真实的人际互动。此外,读者以生产者与消费者的双重角色参与到作品创作与营销中,实现多维度的产消融合。因而,美国的自出版借助技术互动实现了作者与读者产消融合的同步实现。读者与作者角色的重新定位,在促成产消融合经济的同时,对新的传播关系与传受权力进行了构建。但这种权力变化的背后,自出版作者社会角色的认知度以及读者作为协同创作的隐形权力被自出版的参与者——自出版作者、自出版服务商,包涵读者本身,在一种互动交往的狂欢中淹没。自出版作者的名誉资产、读者的数据隐私问题成为影响自出版良性发展的重要因素。对国内正处在上升期的自出版产业而言,洞悉美国自出版产业发展中隐含的问题,有利于规范国内自出版业务。选题从实际操作层面,对产消融合背景下,美国自出版面临的融合共享的媒介生态环境、人机互动的技术形态以及产消融合对自出版作者以及作者话语形态、社会关系进行了深入剖析,力图寻找到健康的发展模式,并为国内自出版的发展提供应有的借鉴。在此研究思路框架下,本文主要采用文献分析、对比研究、个案分析等质化研究方法,分析国内外产消融合、自出版的发展现状、学界研究的偏向与盲点,探索出在利好政策导向与"互联网+"趋势导向下,国内自出版的发展路径与发展重点。
[Abstract]:In 1980, Alvin Toffler proposed that the consumer became a producer in the third wave of works, the producer became a consumer, and the demarcation between producers and consumers was gradually blurred and merged. The first field of application was the economic field, and the earliest expression formula was the consumption of Self-help as the main form. With the gradual maturity of Web 2 technology, large-scale collaborative creation, the rising trend of user production content in the content industry, the theoretical researchers reexamine the trend of integration between producers and consumers in content creation level.Web 2 technology, which makes large-scale interaction between producers and consumers in the fields of text, picture, video, audio frequency and so on. The relationship has become a reality. The existing communication relationship is broken and the power of communication is reshaped. The origin of American Self Publishing is early, its digital publishing industry has developed rapidly and the publishing industry has the world's largest scale. In addition, the American Digital royalty has developed into a world pioneer. Therefore, the Self Publishing Development of the United States shows a unique development path in the integration of production and elimination, and the maturity of the self publishing market is high. At the same time, the Self Publishing in China is on the rise. The study of the self publishing development path of the United States has a strong reference to the development of China's Self Publishing. The Self Publishing in nineteenth Century refers to the author's bypassing the tradition. In the case of the publisher, the earliest form of the special publishing industry published by the author has been published at its own expense. In the self publishing model, the author controls the binding, style, price, distribution, marketing and distribution of books, along with the popularization and development of network information technology. On the one hand, the author uses the network platform to realize paper books. Or the publication of e-books. In the process of publishing, the author has a strong autonomy and in-depth participation in editors, publishing and publishing. The author realizes the unification of the producers in the publication interaction. On the other hand, the readers can use the sharing platform provided by the Web 2 technology to exert more power to the author's creation, even the collaborative creation. Personalized work customization, augmented reality and virtual reality technology, for the interactive relationship between the reader and the author from human interaction to real interpersonal interaction in Self Publishing. In addition, the reader participates in the creation and marketing of the works with the dual roles of producers and consumers to achieve multi-dimensional fusion. The reorientation of the author and the reader is realized. The reorientation of the reader and the author's role is to build the new communication and transmission power while contributing to the integration of the economy. But behind this change of power, the cognitive degree of the author's social role and the invisible power of the reader as a cooperative creation is made. Self published participants, self publishers, self publishers, and readers themselves, are inundated in a carnival of interactive communication. Since the publishers' reputation assets are published, the data privacy of the readers has become an important factor affecting the benign development of the publication. The hidden problems in the development of the industry are conducive to the standardization of the domestic self publishing business. From the practical operation level, the media ecological environment, the technical form of human-computer interaction and the integration of the author as well as the author, and the social relations of the author, the author and the author, and the social relations are deep under the background of the integration of production and elimination in the background of the integration of production and elimination. Analysis, trying to find a healthy development model, and to provide due reference for the development of domestic Self Publishing. Under the framework of this study, this paper mainly uses literature analysis, comparative study, case analysis and other qualitative research methods, analyzes the domestic and foreign integration of production and elimination, the status of the development of Self Publishing, the bias and blind spot of the academic research, and explores the Under the guidance of policy orientation and the trend of "Internet +", the development path and development focus of domestic self publishing are focused.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7;G239.712
本文编号：2165372
[Abstract]:In 1980, Alvin Toffler proposed that the consumer became a producer in the third wave of works, the producer became a consumer, and the demarcation between producers and consumers was gradually blurred and merged. The first field of application was the economic field, and the earliest expression formula was the consumption of Self-help as the main form. With the gradual maturity of Web 2 technology, large-scale collaborative creation, the rising trend of user production content in the content industry, the theoretical researchers reexamine the trend of integration between producers and consumers in content creation level.Web 2 technology, which makes large-scale interaction between producers and consumers in the fields of text, picture, video, audio frequency and so on. The relationship has become a reality. The existing communication relationship is broken and the power of communication is reshaped. The origin of American Self Publishing is early, its digital publishing industry has developed rapidly and the publishing industry has the world's largest scale. In addition, the American Digital royalty has developed into a world pioneer. Therefore, the Self Publishing Development of the United States shows a unique development path in the integration of production and elimination, and the maturity of the self publishing market is high. At the same time, the Self Publishing in China is on the rise. The study of the self publishing development path of the United States has a strong reference to the development of China's Self Publishing. The Self Publishing in nineteenth Century refers to the author's bypassing the tradition. In the case of the publisher, the earliest form of the special publishing industry published by the author has been published at its own expense. In the self publishing model, the author controls the binding, style, price, distribution, marketing and distribution of books, along with the popularization and development of network information technology. On the one hand, the author uses the network platform to realize paper books. Or the publication of e-books. In the process of publishing, the author has a strong autonomy and in-depth participation in editors, publishing and publishing. The author realizes the unification of the producers in the publication interaction. On the other hand, the readers can use the sharing platform provided by the Web 2 technology to exert more power to the author's creation, even the collaborative creation. Personalized work customization, augmented reality and virtual reality technology, for the interactive relationship between the reader and the author from human interaction to real interpersonal interaction in Self Publishing. In addition, the reader participates in the creation and marketing of the works with the dual roles of producers and consumers to achieve multi-dimensional fusion. The reorientation of the author and the reader is realized. The reorientation of the reader and the author's role is to build the new communication and transmission power while contributing to the integration of the economy. But behind this change of power, the cognitive degree of the author's social role and the invisible power of the reader as a cooperative creation is made. Self published participants, self publishers, self publishers, and readers themselves, are inundated in a carnival of interactive communication. Since the publishers' reputation assets are published, the data privacy of the readers has become an important factor affecting the benign development of the publication. The hidden problems in the development of the industry are conducive to the standardization of the domestic self publishing business. From the practical operation level, the media ecological environment, the technical form of human-computer interaction and the integration of the author as well as the author, and the social relations of the author, the author and the author, and the social relations are deep under the background of the integration of production and elimination in the background of the integration of production and elimination. Analysis, trying to find a healthy development model, and to provide due reference for the development of domestic Self Publishing. Under the framework of this study, this paper mainly uses literature analysis, comparative study, case analysis and other qualitative research methods, analyzes the domestic and foreign integration of production and elimination, the status of the development of Self Publishing, the bias and blind spot of the academic research, and explores the Under the guidance of policy orientation and the trend of "Internet +", the development path and development focus of domestic self publishing are focused.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7;G239.712
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1 陶庆娟;数字产消融合背景下美国自出版研究[D];山东大学;2017年
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