论移动出版选题的场景思维

On the Context Thinking in Topic Selection of Mobile Publishing

近年来流行于移动媒介研究领域的“场景”(context),其价值不只体现为“场景五力”框架,亦非仅可服务于营销推广。场景以及围绕这一概念形成的理论体系,揭示了发挥移动媒介技术特性与传播机制优势的新思路。基于对场景理论内涵的梳理,本文认为,移动出版应充分利用这一思想资源,在选题工作中培养场景思维,从场景的规约性、主客观间性等角度切入,发掘对移动出版更具现实意义的受众需求,并扩展视阈,将功能、硬件等因素引入选题策划,促进移动出版创新与传播效果提升。

“Context” is the popular concept and topic in the field of mobile media research in recent years. The value of context is not limited to the theoretical framework of“ Five Forces”(consisting of data,mobile,social media,sensors and positioning devices)and promoting the marketing.Context and the theoretical system based on this concept,reveal a new operation idea to give full play to the advantages of the technological characteristics and communication mechanism of mobile media.By summarizing the theoretical connotation of the context in mobile media,the article believes,it is necessary for mobile publishing to develop and nurture the contextthinking, and explore the practical value of this thinking mode.Especially in topic selection,context thinking is of great practical significance.For mobile publishing,it prompts that,the conventionality of some particular context and the“ inter-object-subjectivity” in context will help discover the realistic audience needs more accurately;and the factors outside the content such as medium function and device hardware,should also be included into the thinking and planning in the process of selecting topic.Context thinking in topic selection will promote the innovation and improve communication effect of mobile publishing.